Beauty School Marketing and Recruitment 101

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Between stereotypes and dwindling numbers the beauty industry has always struggled with recruitment. What happens if more stylists retire than new stylists join? Many many stylists are going out on their own rather than working in a commission salon? To get to the root of the problem: how do we recruit new stylists to the industry in an effective way? Jenn Lyles joins us to talk about this issue and Beauty School Marketing as a whole.

Jenn is a beauty school marketing and lead generation expert, now serving as the Executive Director of Beauty Schools Marketing Group. She worked as Communications Director for the American Association of Cosmetology Schools before pivoting to the school side as a Marketing Director for a four-campus beauty and wellness school in Southern California where she was awarded best beauty school marketer in the nation.  

We talked with Jenn about her work promoting beauty schools as well as discussing how you market to those that may have stereotypes of making a career decision in beauty. She gives us an inside view on what schools should be doing to reach out to those of the next generation and how TikTok can help you do that. Jenn is the go-to for all things marketing and recruitment for beauty schools!

Don’t miss out on hearing how Jenn has paved her way and made her name as a top tier beauty school marketer.

“Influencer Marketing. Who’s teaching that? Why isn’t there a workshop in every beauty school in the nation talking about how to become an influencer after you have your license, how to get brand deals?”

“There’s other digital media agencies that say ‘We’ll make a TikTok for you.’ and I’m like how are you making a TikTok for them, when you live in New York and the school is in Ohio? How are you doing that? These people need to be making their own TikToks.”

“Schools make the mistake of taking things that are retention, like ‘that would really excite me as a student’. And saying ‘Oh this is going to attract new people.’ No, it’s not. These kids that are just filling out a form on our website, on Beauty School Directory. All they know is that they want to do makeup and hair, they want to be a salon owner.”

Listen to the full episode here or wherever you stream and head over to our Instagrams @Readthetease and @volumeupbythetease

Madeline Hickey
Madeline Hickey