Building Community in and Around Your Salon Through Purpose By Nicole Inskip

With 19 years of industry experience and countless conversations with salon owners, staff and clients, it is very clear that all salons run differently, and this is dictated by the person/people at the top. This is something that I love about our industry because it means that we are not competitors when it comes to the clients or staff we attract; we have the incredible opportunity as an industry to collaborate and build strong communities inside and outside of our salons.

One of the biggest changes transforming businesses in our world today is a focus on purpose and sustainability. According to Tim Duggan, new media entrepreneur, Millennials expect more and are actively seeking businesses who act ethically and with integrity. This generation is not only our conscious consumer but the staff we are hiring and the future of our industry. It is time to consider what your purpose as a salon is and how you can act upon it to attract the super star staff and loyal clients your business needs to thrive.

In my salon Sessions Hairdressing, I have built a strong culture around giving and community contribution. I actively seek community partnerships, with whom we volunteer 100+ hours a year, of our time and skill, to people in need. These partnerships build a strong sense of community in and around the salon and leave our team with an extremely high level of satisfaction and wellness, not to mention the elation and connection that those we are giving to feel.

Volunteering Australia defines volunteering as ‘time willingly given for the common good and without financial gain.’

I would argue that this is not entirely accurate. I agree that your intention should not be to make money through the act of giving, but in the age of the conscious consumer, it can be a wonderful by product of a well-intended and executed purpose. Give the people what they need and want. Below I have detailed the 5 key benefits of volunteering and how they will amplify your salon.

The “Helpers High”

Giving increase the production of ‘feel good’ hormones such as dopamine, serotonin & Oxytocin which generate feelings of satisfaction, trust and a sense of purpose. This is essential to keeping your team engaged, happy and more productive in the salon. Building your brand story with your new purpose will increase your client retention and attract new clients of the conscious consumer variety to your salon.

Strengthen ties to your community

Volunteering is a great way to get out into your local community and meet new people with similar interests. By being more involved in our communities we can better understand the needs of the people inside them and how we can help meet them. This could lead to collaborations with other businesses to tackle a challenge that you are passionate about and create a bigger impact. This is not only great for your team but can attract new clients that are aligned with your contribution mentality and your purpose.

Develop social skills

Volunteering teaches us how to engage and communicate with people from all walks of life and may even provide a humbling experience. We live in a world where we tend to communicate more through devices than we do face to face. Skills such as active listening, verbal and non-verbal communication are all vital in our industry to create a harmonious and fun salon environment that is attractive to clients and staff.

Increase customer engagement

The benefits of social media engagement for salons are very obvious. Sharing your salons purpose in small chunks will show your followers and potential clients what you are doing that sets you apart from other salons and defines your culture. With the support and permission of your selected charity, you can even share your volunteering days and the stories of the people you meet. Remember, this is exactly what the conscious consumer is looking for.

Health benefits

Social interaction improves mental and physical health; the benefits of volunteering show up quickly and can have long term effects. Consistent socialising can improve brain function and lower the risk of depression and anxiety, it can even boost your immune system. Improved mental health and less sick days? I say that’s a win!

I encourage you to sit down with your team and define your values as a salon, pick a local charity who aligns with your purpose and start volunteering. Perhaps you might even pick a few charities and do a volunteer day with each one. Remember to make it fun and if you want to go really big you can even include your clients. The sky is the limit!

If you would like to book a discovery session with me to assist you in defining your salon values, email: nicole@sessionshairdressing.com.au