SmartStyle

RECRUITMENT TOOLKIT

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Welcome ................................................................................................................3

Empire Education Overview ................................................................................. 4

Education Lifecycle ............................................................................................... 5

How to Connect with Empire ................................................................................ 6

5 Non-negotiable Lifecycle Touchpoints .............................................................. 7

New Student Orientation ...................................................................................... 8

Regis Brand Presentation ...................................................................................... 9

Salon Ascension Ceremony ................................................................................. 10

Regis Salon Shadow Day ..................................................................................... 11

Portfolio Review and On-Campus Interviews .................................................... 12

Recruitment Toolkit ............................................................................................ 13

Empire Quick Tips ............................................................................................... 14

25 Additional Strategies for Securing your Empire Partnership ....................... 15

TABLE OF CONTENTS

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Let us be among the first to congratulate you on the purchase of your SmartStyle Hair Salon by Regis! The beauty industry is filled with passionate, creative professionals who are motivated by helping people feel better about themselves. Each year, thousands of Empire Beauty School graduates enter the growing beauty industry as licensed professionals.

From its corporate headquarters in Pottsville, Pennsylvania Empire continues its 80 year tradition of providing a high-quality education and training to future beauty professionals for successful, rewarding and in-demand careers in the beauty industry. For nearly three generations, the company has been living up to its core purpose; to create opportunities for people to improve their lives. Empire Beauty School is the largest, non-franchised, beauty school in the world with 80+ locations in 21 states and are strategic partners with Regis Corporation.

WELCOMETO THE WORLD OF BEAUTY!

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ACCREDITATIONEmpire Education Group is accredited by NACCAS (National Accrediting Commission of Cosmetology Arts and Sciences). NACCAS requires a 60% placement rate for all schools as a part of maintaining their accreditation status. NACCAS also requires Empire schools to solicit feedback from current students, graduates, guests and industry partners once per year, typically in the form of an advisory board meeting.

EMPIRE EDUCATIONThe goal of an education at Empire Beauty School is to obtain a career in the licensed field of cosmetology.

At Empire we provide a student-centered instructional method that allow Educators to instruct and coach student to achieve competency in all skill sets. During the Students Life Cycle in education they will go through two levels:

• Pre-Salon classroom introduces the students to the basic fundamentals and techniques of Cosmetology. The level consist of six modules: (except for New York, five modules) Hair Cutting, Hair Coloring, Chemical Texturizing; Hairstyling; Skin Care; and Nail Care.

• Salon delivers salon floor experience servicing live models and classroom education introducing advanced techniques and concepts. The level consist of various modules depending on the state requirements.

Upon completion / graduation, our Students are able to demonstrate the following: • Basic practical skills in hair, skin, and nails.

• Practice Safety, Sanitation, Disinfection and Sterilization

• Proficiency in all Theory related topics

• A knowledge of the many job opportunities in the Beauty Industry

• Practice salon industry tools for success, including marketing and salesmanship

• Professionalism with a focus on providing excellent Customer Service

• Successfully complete some form of state board examination, as dictated by the state.

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STUDENT LIFE CYCLE

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HOW TO CONNECT WITH EMPIREEmpire needs you as much as you need our graduates! Please remember your participation in our classroom is a great motivator for our students and allows them to explore different career opportunities while they are in school. The salon-school partnership is certainly mutually beneficial. As the number of licensed cosmetology school graduates continues to decrease and the competition in the salon industry increases, finding ways to ensure a pipeline of top talent in your salons is an absolute priority. One of the most effective ways to properly staff your salon is to maintain close relationships with the Empire Schools in your area. Remember, the goal of every Empire employee is to support students through every phase of their education, graduation and career placement. Providing opportunities for others and maintaining excellence in education is at the cornerstone of the company, and has been from the very beginning.

Here is a step-by-step plan to help you secure and cultivate your relationship with Empire Beauty School!

• Review the Empire Beauty School lists on the FRC for nearby schools

• Identify the Executive Director and Educators at the campuses nearest your salon locations

- Empire Beauty Schools have a similar staffing structure at each campus including an Executive Director who is responsible for all operations on the school level. This operational management includes coordinating and managing the student’s successful attainment of their Cosmetology Licensure and of their career success. Each campus has an educational team that is also very involved in the student’s successes from enrollment through graduation.

• Contact the Executive Director - Once target schools and staff are identified, begin by contacting the Executive Director. These

professionals are quite busy, and often in-person visits or multiple attempts of contact are necessary to spark a relationship. If you choose to visit in person, consider bringing a treat for the students and staff such as donuts or bagels.

• Plan out your first student visit and complete a visit calendar - Work with the school to understand the student curriculum calendar and schedule to host your

first student-focused event. Please reference the “Get Involved” list on page 15 for 25 ideas you can use to get involved in the students education, build your brand equity, and solidify your stylist pipeline of strong talent.

- Remember, one on-campus meeting is not enough to build a partnership. Aim to be on campus at least once per month. Always remember to follow-up with your Executive Directors and Educators, as they are your best advocates, especially if you have an open career opportunity at your salon. These individuals can help you select the best fit for your salon and help you coordinate interviews either at the school or in your salon.

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TOP 5 TOUCHPOINTS FOR REGIS IN THE EMPIRE CLASSROOMSIf you follow the 5 touchpoints below consistently, you will build a strong, continuous relationship with the school allowing you to select the strongest talent early-on and start grooming students for employment at your salon, early in their education!

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Orientation

Regis Brand Presentation

Salon Ascension Ceremony – Students moving from pre-salon to salon portion of program

Regis shadow day

Regis Portfolio Reviews/ On-Campus Interviewing

Dates vary by location

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NEW STUDENT ORIENTATIONOBJECTIVE: To welcome students to the beauty industry and remind them that they are partnered with the largest salon company in the world, Regis! Your involvement in orientation allows you to begin building your relationships with the students early in their program, which is an important part in your recruitment success.

Prior to Event: ☐ Order any branded marketing items such as recruitment brochures, door prizes,

goody bags, etc. These students are making a big decision to start school and your reassurance and excitement will go a long way in their confidence!

☐ Plan your presentation!

☐ Ask if posters are allowed and confirm availability of Wi-Fi, electrical outlets, etc. (if needed)

☐ Bring business cards to hand out to the new students

☐ Confirm the number of attendees, event location date and time with the campus Executive Director

Day of the Event: ☐ Plan to arrive early to welcome the incoming students into the building!

☐ Introduce yourself to the staff and educators

☐ Have students fill out contact cards so you have a listing of all potential future hires

☐ Draw names for prizes and present to winners

☐ Give a presentation welcoming the students to the beauty world and remind them of the great opportunities they will have when they complete the program.

☐ THINK ABOUT: Bring a stylist of your salon who is an Empire Alumni! Have them share their story!

☐ Identify the day and time of the next event you will be facilitating at the campus

After the Event: ☐ Consider sending a welcome email/letter to the incoming students to again solidify

your name as a potential employer when they complete the program. These small steps will go a long way in helping you recruit the strongest talent, who will have many career opportunities.

☐ Keep a solid list of all contact cards to use for future contact.

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REGIS BRAND PRESENTATIONOBJECTIVE: To provide students and staff with further information on the SmartStyle brand, what is has to offer, and why these students should come and work for you!

Prior to Event: ☐ Plan your presentation—see SmartStyle PowerPoint presentation.

☐ Gather appropriate marketing materials such as brochures, handouts, contact cards, etc.

☐ Gather handouts and prizes to use during the presentation.

☐ Identify a stylist who can share their story with the students.

☐ Ask if posters are allowed and confirm availability of Wi-Fi, electrical outlets, etc. (if needed)

☐ Bring business cards to hand out to the new students

☐ Confirm the number of attendees, event location date and time with the campus Executive Director

☐ Bring a stylist to do a demonstration on a new trend, clipper cut or other advanced technique to allow the students to see the great learning opportunities with SmartStyle.

Day of Event: ☐ Plan to arrive early to set up table/space, media, etc. prior to start of presentation.

☐ Introduce yourself to educators and staff.

☐ Meet and greet students and invite them to complete contact cards.

☐ Have applications available. Pass out your business cards and branded salon information.

After the Event: ☐ Be prepared to stay around to answer any questions students or educators

may have.

☐ Consider sending a thank you note to the school Executive Director and educators.

☐ Reach out to all candidates who applied and discuss the next steps in their approval process.

☐ Follow up with Executive Director to schedule next event or visit.

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SALON ASCENSION CEREMONYOBJECTIVE: To show support for students entering into the salon portion of their education. Reiterate Regis’ continued support and involvement in the student’s life cycle and show the importance of continuing on in their educational journey with the goal of one day working for Regis!

Prior to Event: ☐ Order any branded marketing items such as recruitment brochures, door prizes, goody

bags, etc. These students are at a point in their education that your reassurance and excitement will go a long way in their confidence!

☐ Ask if posters are allowed and confirm availability of Wi-Fi, electrical outlets, etc. (if needed)

☐ Bring branded prizes or giveaways to give to students moving to the salon floor.

☐ Bring business cards to hand out to the new students

☐ Confirm the number of attendees, event location date and time with the campus Executive Director

Day of Event: ☐ Introduce yourself to new students and congratulate student’s graduating to the

salon floor.

☐ Handout small giveaway to salon students.

☐ Reiterate the importance of continuing on in their education in order to find employment after graduation.

☐ Schedule your next visit date and time with the Executive Director.

☐ Have applications available. Pass out your business cards and branded salon information.

After Event: ☐ Be prepared to follow-up with any interested applicants and coordinate the

next steps in their application.

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REGIS SALON SHADOW DAYOBJECTIVE: Identify students who are reaching the end of their program and schedule them to come and shadow you or a stylist at your salon. This can be for a full day or just a few hours. The more the students feel comfortable with you and your salon the more interested they will be in employment opportunities with you.

Prior to Event: ☐ Contact the Executive Director or Educator at Empire and identify which students would

be a good fit for a shadowing day

☐ Utilize the previous visits and the students you identified as being a good fit for your salon and reach out to them directly to invite them to your shadow day.

☐ Coordinate the day’s events with your salon staff and ensure the students have a day of exciting learning opportunities ahead of them.

☐ Secure a plan with your stylists to rotate the students between various stations so they get a full feel of a salon

Day of Event: ☐ Introduce yourself to the students and give them a tour of your salon

☐ Introduce the students to your staff and identify which stylists they will be shadowing.

☐ Check-in with students and stylists to ensure students are gaining valuable exposure to the inter-workings of a salon

☐ Involve the students throughout the day and identify potential future hires

☐ Schedule potential future hires for an interview at a specific date and time

After Event: ☐ Be prepared to follow-up with any interested applicants and coordinate the next steps in

their application.

☐ Provide feedback to the Executive Director and Educator about the students and their fit for the salon

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REGIS PORTFOLIO REVIEW AND ON-CAMPUS (MOCK) INTERVIEWSOBJECTIVE: Provide upcoming graduates with your feedback regarding their portfolio and interviewing skill-sets including their technical interview. Identify strong students as potential hires and give job offers contingent on their completion of the program and receipt of Cosmetology Licensure by a specific date.

Prior to Event: ☐ Contact the Executive Director or Educator at Empire and identify which students are

upcoming graduates

☐ Organize your interview guide, selected questions and feedback forms

☐ Solidify the date and time of your scheduled visit

☐ Bring business cards to hand out to students

Day of Event: ☐ Setup your space as you would an interview

☐ Utilize your interview guides while keeping consistency with questions asked of all candidates

☐ Provide solid feedback and action steps based on the students portfolio and interviewing

☐ Provide contingency job offers based on interviews

After Event: ☐ Be prepared to follow-up with any interested applicants and coordinate the next steps

in their application.

☐ Provide feedback to the Executive Director and Educators about your experience with the students, their preparedness, who you are interested in hiring and which students need development.

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RECRUITMENT TOOLKITConsider including the following items in your Recruitment Toolkit:

BRANDED BEAUTY SCHOOL PRESENTATION We have provided a sample Empire presentation in the FRC. Please personalize the presentation to your specific needs and goals.

DISPLAY ELEMENTSBranded table displays help differentiate the SmartStyle brand, especially at events where competitors are present. Consider using a branded tablecloth, posters, flags, etc. Franchisees should review their brand’s marketing guide located on the FRC to create these display materials.

PRINTED MATERIALSFlyers, brochures and other marketing materials can be found on the FRC. We recommend using these resources to help create job posting flyers, brochures, brand information sheets, etc.

MISCELLANEOUS ITEMSThese items may be useful during your recruitment events

- A box or bowl to collect the contact cards for drawings

- Prizes for drawings

- Name Tags

- Pens/Markers

- Applications (if applicable)

- Business Cards

- Contact Cards

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BEAUTY SCHOOL RECRUITMENT QUICK TIPS:

• Be Likeable and Exciting: Select the most vibrant and passionate person in your salon to present to the students. Students prefer to hear from someone who has shared a similar experience, which often is a stylist who is currently behind the chair. Remember to utilize demonstrations, technical tips and advice that can help a student develop their craft and build a career. Don’t go into the campus and talk at the students – INVOLVE them!

• Treat Cosmetology as a Professional Career: It’s important to understand that this is a post-secondary education and these stylists are going to be licensed professionals. Do not joke that as a salon owners – you are basically a stylist. It is insulting to future professionals and they are going to look up to you as a future mentor and employer.

• Show Up: Attend every event that is held at the school especially keeping consistent with the 5 student milestones listed above. Answer every survey and attend every advisory board meeting. Empire schools are reliant on the great Regis partnership to gain valuable feedback regarding their curriculum and education.

• Be a Guest: Go and get a service done once a month at Empire. This will give you a great opportunity to build a relationship with the educators, executive director, and students. The more they trust you and recognize your face as a frequent visitor of the school and salon the more the students will be interested in you as an employer.

• Let the Staff Know You Appreciate Them: Plan ahead and send a card, flowers, or pizza to the staff on teacher’s appreciation day to thank them for what they do for their students, the industry and you! You can do the same for the student of the month!

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Here are 25 additional strategies on securing and cultivating your Empire School partnership:

• Provide product giveaways

• Organize a school visit schedule to show a salon how-to that coincides with the material being taught in the classroom

• Get involved in the professional development workshops on campus

• Have a mock interview session

• Host a REGIS IN RESIDENCE program and setup a booth for an hour on campus for any students to come by and ask questions, review their portfolio, learn about your salon, etc.

• Host an open house at your salon and invite all interested students to come by and learn about your operation

• Invite the Empire students and educators to a demo/class you host at your salon

• Provide a mentorship program for new students or upcoming graduates or pair students with experienced stylists from your salon

• Attend a campus hosted career fair

• Attend the annual advisory board meeting

• Get involved in the salon orientations and start identify talent you may want to interview

• Attend graduations held by campuses, speak at the graduation, setup a QA booth, etc.

25 STRATEGIES

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• Participate in student of the month/year celebrations

• Participate in educator of the month/year celebrations

• Partner during specific skill sets being taught based on strengths in salon

• Help with add-on services selling

• Shadow students on salon floor to mentor in real time

• Provide workshops on up-selling techniques

• Help schools setup planograms

• Review product mix and train on any new product integrations speaking to benefits and how-to best utilize in salon services

• Provide contingency job offers to students based on requirements to complete program within specific benchmarks

• Provide advanced education opportunities for educators

• Host your salon meetings at the school and introduce all staff to students and educators

• Sponsor or invite students to industry conventions

• Facilitate a workshop on basics of owning your own business. Many of our students have aspirations to open their own salon, one day.