What the channel needs to do to attract and retain the stars of the future
Although the Covid-19 pandemic helped bring whole-sale into the public eye, the channel still struggles to attract younger workers despite it being a key cornerstone of the UK’s economy.
With Millennials and Gen X now dominating the workforce – and Gen Z now fully ingrained into workplaces – wholesale needs to evolve to appeal to a generation that values flexibility, purpose and innovation.
Here are some actionable ways wholesalers can make that happen.
Show the impact behind the industry: Younger professionals want to do meaningful work, so wholesalers need to demonstrate how the industry keeps the nation running. An example of this could be the likes of Dunsters Farm highlighting how it helps feed hospitals, or Savona Foodservice and its work with schools in the local area.
Modernise the company image: The outdated perception of the industry as old fashioned needs to go. Wholesalers can do this by revamping branding with refreshed visuals and using social media to create engaging content. Up in Hull, Turner Price is doing the latter very well and using online storytelling to show it is a tech-savvy and people-focused business through videos on TikTok and Instagram for its trade shows and customer events.
Invest in structured development programmes: Graduate schemes, apprenticeships and internships, like those pioneered by Bidfood and Pricecheck, offer a clear first step into the industry. By making continued education a cornerstone of a work culture, this will support employees to gain new skills and explore different roles across the sector.
Read more: Gilroy’s viewpoint: Attracting and retaining young talent is critically important
Champion mentorship: As seen in FWD’s Future Leaders mentorship programme, as well as Women in Wholesale’s former Coaching Academy, pairing young professionals with senior leaders accelerates growth and creates new leaders who are then at less risk to leave to a new industry. This can also work the other way, with younger staff sharing insight on technology and social trends to more experienced members of the workforce.
Promote a flexible, inclusive culture: Gen Z in particular values flexibility, inclusivity and belonging. Offering hybrid roles where possible, especially in admin or sales, can widen your candidate pool. Wholesalers need to foster environments where diverse voices are heard and everyone can see a path to progression.
Embrace technology and innovation: Since Covid-19, the wholesale channel has massively improved its frameworks within the digital space. However, that needs to progress even further as the younger workforce enter the space with a digital-first mindset. By investing in cloud-based systems and AI-driven analytics like Filshill has done, it will encourage younger talent to invest in a career in wholesale. Service providers such as b2b.store offer wholesale-tailored software to implement this.
Build a strong sustainability ethos: Whether it’s cutting food waste, supporting local sourcing or strengthening community partnerships, wholesalers need to show that sustainability is part of the company’s purpose and communicate this authentically.
Offer more than salary: Like David Gilroy says, traditional career models have emphasised hierarchical progression and long-term organisational loyalty, but younger workers are increasingly rejecting this linear approach. This is why wholesalers need to think beyond pay packets to meaningful benefits such wellness programmes, travel opportunities or education allowances.
