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Blog5 strategies for transforming talent acquisition in the beauty and wellness industry – from the expertsA business is only as good as its team. We’ve all heard the saying, but for the beauty and wellness industry — an industry built on connection and personal relationships — it's perhaps rarely more relevant.
Building a thriving and lasting beauty and wellness business begins with attracting and retaining top-tier talent. Three industry leaders shared their proven strategies for staffing success during an Innergize 2024 session titled Transforming Talent Acquisition: Strategies for Success.
Lauren Vesler and Manda Mason, Co-owners, The W Nail Bar
Since launching in 2015, sisters Lauren Vesler and Manda Mason have grown The W Nail Bar into 14 thriving locations across Columbus, Cleveland, and Indianapolis. Focusing on providing a clean and safe environment for workers and customers, the brand has redefined the nail salon experience while prioritizing the wellbeing of their team.
Kelly Daniels, VP Operations, Hammer & Nails
Kelly Daniels has played a pivotal role in the rapid expansion of Hammer & Nails from 20 to 40 locations since joining two years ago. By leading the recruiting, hiring, and onboarding efforts, Kelly has been instrumental in building the operational foundation that now supports over 20,000 members across the U.S.
Here are 5 actionable insights and top tips, based on their advice, to help beauty and wellness business owners improve their hiring practices and build that stand out team.
When looking for skilled team members early in their careers, collaboration with educational institutions is invaluable.
Manda Mason, co-founder of The W Nail Bar, emphasized the importance of cultivating partnerships with schools when seeking out talent. “I think that’s the first place to start,” explained Mason. “We’re looking for nail techs that have a servant’s heart, so we really want to find nail techs that are aligned with what our mission is and who we are as founders from the gate.”
By connecting early, you can recruit talent straight out of school and mold them through your own training programs.
Mason’s co-founder Lauren Vesler reinforced this approach, noting, “We take people donuts, we take them to lunch… we come in and teach classes that they may have a gap in. Then in turn, they’re feeding our pipelines constantly.”
How to apply this at your business:
Mason and Vesler are strong believers in hiring for character over experience. The key? Look for individuals who embody your brand’s mission and values. Training can teach skills, but character traits like kindness and teamwork are harder to instill.
“We actually don’t hire everybody that we interview for, and that might mean that we lose headcount at a store for a certain period of time”, Vesler explained. “It’s better to have a smaller headcount and the right people versus a large headcount and the wrong people because you pay for it on either side of the business.”
Mason added, “You need people that want to sit across from somebody and celebrate a birth or have a heart for them when they’re going through something difficult.”
“We are constantly thinking about how to enrich the lives of our employees, and I think that it shows in the way we operate and our retention in an industry where retention is a big problem.”
- Manda Mason, co-owner of The W Nail Bar
How to apply this at your business:
A robust onboarding and training program sets new hires up for success and builds confidence in their roles. Both co-founders of The W Nail Bar highlighted their deep commitment to empowering new team members through structured training.
Vesler outlined their approach, “Somebody’s onboarding experience doesn’t stop until 90 days after they’ve been with us. We built a really strong internal training program and have internal trainers trained on our techniques and what makes great experiences. Our program is anywhere from five to seven days, 10 days max.”
Even after onboarding, both The W Nail Bar and Hammer & Nails make continued education a priority. Vesler explained how they meet employees at their level, saying, “We do a lot for continued education. We actually pull our team a lot on what they want and then build that out for them.”
Kelly Daniels, VP of Operations at Hammer & Nails, also touched on the importance of ongoing learning, introducing an innovative Learning Management System (LMS): “It’s a digital platform that contains all our service content and courses. It’s a great tool for new artists, or for old artists to go back to and get a refresh.”
This system keeps employees connected to evolving practices and ensures they remain engaged over the long term.
How to apply this at your business:
Far too often, the focus remains on acquiring top talent without equal attention to retaining them. Vesler shared, “If we fail them within that [onboarding] period, there was no point in recruiting them in the first place.” Retention begins with building a culture of support, respect, and opportunity.
Mason also noted the importance of listening to employees’ needs, saying, “We serve our employees constantly with great probing questions and make it anonymous, so they feel really comfortable. Our employees know they’re in an organization where their feedback is heard.”
Commitment to the team doesn’t stop there at The W Nail Bar. They also incorporate flexibility and personalization into staff retention strategies. Vesler highlighted a key example, “Some of our team actually care more about paid time off days versus a higher pay rate. It’s time versus money, and so, what does that mean to our team?”
“When we see a lot of turnover quickly in a store, my first instinct is always to look at the leader.”
- Lauren Vesler, co-owners of The W Nail Bar
Kelly Daniels, VP of Operations at Hammer & Nails, added an innovative touch by empowering employees to experience their services first-hand. She explained, “We have our employees experience all of our service offerings. They don’t have to sell it to their guests when they’ve in the chair – they speak to it with their genuine excitement and appreciation for the services.”
How to apply this at your business:
Employees often want more than just a job — they crave growth and purpose. Daniels emphasized this point, saying, “A huge win for us is offering a path of advancement. I think a lot of our artists in the industry get stuck behind a chair and they’re asking themselves, ‘Where can I go from here?’”
The W Nail Bar’s Mason and Vesler echoed this sentiment and shared how they actively promote from within. In fact, one of their proudest moments was seeing their first employee rise through the ranks to spearhead recruiting and training efforts.
Daniels summarized the importance of retention best, stating, “If we can’t make sure that we’re retaining the important people within our organization, then nothing else really matters.”
“Retention is about making sure that your team knows they have a purpose and a place in the organization."
- Kelly Daniels, VP of Operations at Hammer & Nails
How to apply this at your business:
The insights shared by Manda Mason, Lauren Vesler, and Kelly Daniels underscore a universal truth in the beauty and wellness industry — your business is only as strong as the team behind it. From building relationships with schools and hiring for character to empowering employees with tailored training and creating paths for advancement, these leaders demonstrate the power of investing in your people.
Transforming talent acquisition for long-term success requires a holistic approach. Start small, stay consistent, and remember that happy employees make thriving businesses.
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