Interviewees should not underestimate the power of thorough preparation, says Liz Morrell

With retail head office jobs few and far between, getting to the interview stage is no easy task. Yet despite the intense competition, many candidates still fail to prepare correctly.

“A lot of people lose it within the first 30 seconds because they don’t know how to present themselves properly,” says Exley Hervey Executive Search managing director Lesley Exley. Professionalism is key, she says. “It’s better to err on being more professional than to be too relaxed.”

The same is true even at retailers that would appear to have a less formal approach to business. New Look recruitment manager Lee Evans says: “We are a relaxed and casual business but in a few instances recently I’ve had buyers slouched back over a chair chewing gum. You have to think about how you are presenting yourself.”

Of course, appearance and manner has to be substantiated with the skills the retailer is looking for. “To differentiate yourself you have to know your market and your figures and be able to back up what’s on your CV,” says Evans.

In a buyers’ market it is more important than ever that candidates sell their skills rather than assume the retailer will want to snap them up. That means understanding what you can bring to the role as well as researching the company. Exley says: “You have to focus on the two or three areas of expertise that you can offer that company because it’s not a sellers’ market. You need to know the client and do your homework.”

Yet some still fail even on this basic point. Poundland is recruiting for 10 head office roles. Head of HR Sonia Sharples says: “One thing that is a complete must-do is to visit one of our stores. We will ask, and we know when people are bluffing.”

And when interview talk turns to cash, candidates must be realistic in today’s market. Evans warns: “There are a lot of people in the current climate who are pricing themselves out of the market. You have to have an awareness of your own worth.”

Retailers’ requirements have changed. New Look is looking for proactive staff, says Evans. “We are looking for a trading mentality – people who are able to think on their feet and make decisions quickly.”

At Poundland, Sharples says attitude is the most important factor. “The biggest thing we focus on is people fitting in to the culture and we will employ people sometimes with attitude over ability,” she says.

Exley adds: “Retailers are looking for people who are resilient and robust and can work through this type of trading environment.”

Interview tips

  • Do your homework – know company basics such as the number of stores and visit one
  • Look presentable and professional
  • Be mentally ready to give your all in interview but don’t try too hard
  • Be realistic on salary expectations
  • Be sure you can talk about the detail of your CV
  • Explain how your experience and skills will help in the current climate and will be relevant to the particular employer
  • Ensure your first impression is a good one
  • Sell yourself