Retailers Desperate for Holiday Help.

SEASONAL help wanted -- Please!!!

Such an ad might seem implausible, but in today's labor market that's just the message retailers are sending out.

With the supply of workers at an all-time low, and demand during the holiday selling season more critical than ever, retail workers are finding themselves in the catbird seat. They no longer have to take what they can get.

Typically paid minimum wage, these seasonal and often inexperienced employees are now being offered as much as $7 an hour, a rate that's on par with a store's regular, full-time employees. They also may be entitled to the same employee discounts as regular workers and, in some cases, even health benefits -- previously unheard-of for temporary help.

"We're paying our seasonal workers the same as our regular associates," said Bonnie Brownnle, a spokeswoman for Bloomingdale's. "We're putting a different incentive out there for people to come and work this year. It's important to us that we find the best people that we can."

But not only do retailers need more help this season, they need better help. The Internet has begun encroaching on brick-and-mortar retailers and one important point of distinction the stores offer is their ability to provide personal service that virtual shopping cannot.

With a limited labor pool to draw from, retailers say they need to find help before their competitors down the block do. "We started back in September because everyone anticipated it would be a little challenging to get people in before everyone else does," said Janine Baker, marketing director for Westfield Shoppingtown Topanga in Canoga Park. "The competition is very fierce."

In October alone, the state's Employment Development Department received 767 job orders for holiday staffing. The agency does not have statistics on the number of job candidates seeking temporary work, but a look at the data for all types of jobs shows openings far outnumber applicants at the regional office, which stretches from Santa Monica through the San Fernando and Antelope valleys.

"More of (the companies) are negotiable on the starting wage, and they're not as worried about experience as they had been in the past," said Tom Neuberger, EDD's regional manager. "In the past, these (seasonal jobs) would be priced at minimum wage with little negotiation, so that's kind of an indicator that there may be a supply and demand imbalance."

Though retailers always bring on additional workers for the holiday season, they are adding even more staff this year in anticipation of very strong business. To date, many retailers have seen increases of 8 percent and more over last year. Some say they expect double-digit percentage hikes for November and December, the two busiest holiday shopping months.

"We've actually hired about 10 percent more people this year than last," said Bernie Seaman, store manager at Wal-Mart in Panorama City. "Business is better, and I think it's going to be a very strong quarter."

Specialty retailer Eddie Bauer is one of a number of retailers that raised their wages this holiday season. In addition, the company is offering employee discounts on some merchandise -- and health insurance. "That's helped us in recruiting," said Manny Herrera, store manager for the Northridge Fashion Plaza outlet. "But it has been tough trying to find specific candidates. There really is a very small amount of candidates."

While most retailers report getting substantial numbers of applications, they often find they're not getting the kinds of qualified help they seek.

"You have more customers so you have to have more sales associates," said Richard Giss, partner with the retail services group of Deloitte & Touche. "The difficulty is that people who typically the temporary employment slots just aren't that hungry."

Temporary workers usually drawn from the ranks of students and non-working spouses who seek jobs for extra holiday spending money: But Giss said the booming economy has provided many families with more discretionary income and, as a result, spouses are less interested in what are still relatively low-paying jobs.

Even students, who typically fill the bulk of retailers' staffing needs, seem less interested in working this year. "The parents haven't been as stingy with them as they may have been in leaner times," Giss said.

This year, for the first time, Westfield's Topanga mall will hire greeters stationed around the center and parking lots to help people with packages and provide directions. Baker has been scouring job fairs for students to take the spots.

"Even though we're even willing to offer $7 an hour, that's not turning anybody's head," she said. "For a high school student or junior college student five years ago that would have been considered great. Now they're looking for more pay and the benefits."