The Constant
Starting at Impressions front desk in 2006 when he was 19 years old, General Manager Paul Petrowsky is a seasoned professional who owner Sarah Taylor says is responsible for much of her own success.
by Stacey Soble
Why Beauty Hiring Feels Broken Right Now, and What's Actually Changing
Believe it or not, more job candidates are technically "in the funnel" than ever before. Yet, salons and spas are still struggling to hire. Beautista Founders Jen and Matt Martinelli explain what's happening, and how you need to show up.
by Jen and Matt Martinelli, founders of Beautista
April 18, 2026
3 min to read
"More applicants doesn't mean better applicants," explain Beautista's Jen and Matt Martinelli. Technology has made it easier than ever for candidates to apply, so employers are seeing an increase in unqualified applications.
Beautista
Over the past year, something interesting has happened in beauty industry hiring. Applications are up. Visibility is up. More candidates are technically “in the funnel” than ever before.
And yet—salons, and spas are still struggling to hire. So what’s really going on?
The Real Problem Isn't Just Visibility--It's Who You're Reaching
One of the most common frustrations across the industry is applicant quality. Many businesses are seeing more applications—but from candidates who aren’t licensed, qualified, or aligned with the role.
This has created a new challenge: It’s not just about getting applicants. It’s about getting the right ones.
As platforms have made it easier to apply, they’ve also made it easier for unqualified candidates to enter the funnel.
More Applicants Doesn't Mean Better Applicants
Across industries, one of the most consistent hiring trends is this: Application volume is up—but alignment is not.
Research from LinkedIn Talent Solutions and McKinsey & Company shows that while it’s easier than ever to apply for jobs, employers are seeing an increase in unqualified or misaligned candidates entering the funnel.
This shift is even more pronounced in beauty. Many salons report receiving a high volume of applicants—but a significant portion are not licensed, not experienced for the role, or not actively serious about making a move.
More applicants no longer means better candidates.
When You Reach the Right Audience, Everything Changes
When businesses shift their approach and target licensed, aligned professionals more directly— often through social and digital channels—they begin to see a different result:
Higher-quality applicants
Stronger initial interest
More relevant conversations
But even then, hiring doesn’t automatically happen.
The Breakdown is Happening After the Click
Across the industry, there’s a growing gap between interest and hires. Businesses are generating attention—but struggling to convert it.
This shows up as:
Candidate drop-off
Ghosting during the process
Misalignment during interviews
Delays in follow-up
Hiring today is breaking in the middle of the funnel—where trust, clarity, and communication happen.
Hiring is No Longer Seasonal--It's About Timing
Traditionally, beauty hiring has followed predictable cycles:
Early spring through summer (graduation + demand)
Early fall (post-summer reset + holiday prep)
Those patterns still exist. But the most successful businesses aren’t relying on them.
They stay consistently visible. In today’s market, the best candidates—especially experienced professionals—are often available for a short window.
If a business isn’t actively looking during that time, they risk missing the opportunity and hiring later out of urgency rather than alignment.
Speed is the New Competitive Advantage
Another major shift: speed matters more than ever.
Candidates expect quick responses. When businesses engage within 24 hours, conversion rates increase significantly. When they don’t, interest fades
The Shift from Resumes to Real Work
Hiring is also becoming more visual and experience-driven. Instead of relying on traditional resumes, businesses are evaluating:
portfolios
social presence
real client work
personality and communication
In beauty, this shift is accelerating faster than in most industries.
The Bottom Line
The hiring challenges facing the beauty industry aren’t about a lack of talent.
They’re about:
reaching the right audience
engaging them quickly
and building trust early
The businesses that win in today’s market aren’t just visible.
They’re intentional, responsive, and consistently present.
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