How & why building a great salon culture is key to success

When it comes to thinking about running a successful salon, culture might not be top of the list. But it’s more important than you might think.

The culture of a salon underpins every element of the business. From how clients are greeted when they enter through the salon doors, to how staff are rewarded for their dedication and hard work, salon culture sets the tone for staff wellbeing and client satisfaction – both of which have a big impact on your bottom line.

The SHRM State of Global Workplace Culture Report indicates that workplace culture remains critically linked to employee motivation, with 83 per cent of those who rate their workplace culture as good or excellent motivated to produce high-quality work, compared to 45 per cent of those who experience a poor culture.

The report goes on to argue that a positive organisational culture is a clear competitive advantage – when employees feel their company values and respects them, the results speak for themselves.

Salons across the country are grappling with financial pressures and uncertainties, but one thing you can control is your culture.

Defining your salon culture

What does salon culture really mean, and how can it be defined?

Firstly, it’s important to get clear on how you want your salon to run. How do you want your clients to feel before, during and after their treatment? How do you want your team to feel when they head to work each morning and go home in the evening? Creating a salon culture is all about defining what you stand for as a business and understanding the values and attitudes you want your team to share.

Setting out clear expectations is one way to establish a great salon culture. Make it clear to your team how clients should be greeted when they arrive for their appointment, for example taking their coat, offering them a drink, or referring to them by name. It’s small details like this that can set you apart in a competitive market.

Another way to work towards creating a great salon culture is to get your team involved. Ask them questions and encourage them to fill out surveys about their experience. Ask them what is working well and what could be improved, whether they feel they have a positive work life balance, whether the working atmosphere is comfortable for them, and whether they need more support in their role.

Getting clear on these things can help you create core company values that work for everyone. It’s about making sure that everyone is on the same page, creating a supportive environment that works for the team and clients alike, and establishing a voice that defines the business.

Building staff loyalty

When staff feel valued, respected, and treated fairly, they’re more likely to stay loyal and build their skills and experience with your salon – and this all comes down to culture.

Research by global employee benefits platform Perkbox found that in a study of 4,000 UK employees and 1,000 employers, 42 per cent of employee respondents felt undervalued at work, resulting in a dip in morale, productivity and retention. Adding to this, People Insight reports that businesses with a highly engaged workforce are 21 per cent more profitable than those without.

Ensuring your team is adequately rewarded for their hard work and achievements is crucial. In fact, stats from People Insight show that 79 per cent of employees say an increase in recognition rewards would make them more loyal to their company.

Integrating rewards schemes, investing in staff development and training, and even considering mentorship programmes can all go a long way in helping your team feel valued, and can be integrated into your salon’s culture under a commitment to growth and development.

Having a strong salon culture isn’t just about retaining staff, it’s also about attracting the most in-demand talent. If your salon is known as a good place to work, people will want to work for you. Developing a great salon culture shouldn’t be an afterthought, it should be a key part of your business.

The client experience

If your team is happy, this will naturally impact the client experience. Visiting a salon should be enjoyable and relaxing, and customers will be able to sense the atmosphere as soon as they walk through the door.

A toxic workplace culture doesn’t just impact staff – it impacts how they perform their role, and therefore whether clients receive the service they expect and have paid for. If staff appear stressed, demotivated, or unhappy, clients are less likely to feel relaxed and are less likely to return.

Building a great salon culture can solve this problem by integrating positive values into every element of the business. If a salon has a culture of respect, fairness, and good quality customer service, this will inevitably show up in the client experience.

A salon is nothing without its staff and clients, and treating both well is crucial for success. Your bottom line is, of course, important, but go deeper and consider what is driving staff to perform well and to keep clients coming back. It all comes down to culture.

Final thoughts

A salon’s culture isn’t built on its own – it needs to be created with clear values in mind, and a commitment to integrating these values into every element of the business.

Staff satisfaction and the client experience are both determined by culture, and while it may seem like an abstract concept, the results are clear. Culture is more than a buzzword, and it’s an important part of how your salon will achieve its success.

Defining and implementing your salon’s culture doesn’t need to be complex, and by getting clear on your business’ values, how you want your staff to feel, and how this can all impact your clients, you’ll be on track for success.

Sam Kendall is CEO at SalonIQ