Retailers in Canada and beyond are facing historic challenges in filling frontline roles. According to recent industry data, companies met only 47.9% of their hiring targets in 2024—the lowest success rate in four years. Labour shortages, high turnover, and interview no-shows continue to plague the sector.
“The challenges in Canada are very similar to those in the U.S.,” said Jon Puckett, CEO of Cadient, a U.S.-based AI-driven hiring platform that works with several major retailers north of the border, including Costco and PetSmart. “Companies are getting applicants, but not always the right ones—and when they are, it’s hard to get them to stay.”
Puckett, who has worked in the hourly hiring space for more than 25 years, says retail is now at an inflection point. “With Gen Z entering the workforce and older workers retiring, the entire ecosystem is shifting. AI is no longer optional—it’s essential.”
AI as a Solution to Turnover and Efficiency
Cadient’s tools are specifically built for high-volume hourly hiring. The company’s SmartTenure platform uses artificial intelligence to identify applicants who are not only qualified but statistically more likely to stay on the job.
“Our clients might get 400 applicants for a single job,” explained Puckett. “Without AI, hiring managers look at the last ten applicants and pick someone just to fill the role. But with our technology, we can reduce that pool to 10 or 20 of the best fits—those with the right skills and higher likelihood to stay.”
AI-driven interviews are another breakthrough. Traditionally, store managers handle screening, but with multiple operational duties, hiring often becomes a rushed afterthought. “These managers are overwhelmed,” said Puckett. “AI interviews let us automate that first screening step, allowing managers to spend their limited time with the best candidates.”
Addressing Gen Z Expectations
As Gen Z becomes the dominant demographic in the hourly workforce, their expectations are reshaping recruitment. “They don’t want to spend 45 minutes filling out an application,” Puckett said. “They want to submit their interest in under five minutes and hear back quickly—ideally through text.”
Cadient offers flexible application tools and integrates texting solutions to speed up communications. “We see a 96% improvement in response time with text over email,” he added. “It’s a massive advantage.”
Additionally, Cadient enables retailers to add realistic job previews to job postings—often in video format—so Gen Z applicants can understand a company’s culture before applying. “If candidates know what they’re getting into, they’re more likely to stick around,” said Puckett.
Post-Hire AI Support: A Full Lifecycle Approach
Once a candidate is hired, Cadient continues to engage with them using AI-driven follow-up calls. Within days of joining, new employees receive an automated call asking for feedback on the hiring experience. At 30 and 90 days, follow-ups assess onboarding satisfaction, training effectiveness, and whether they plan to stay.
“This feedback loop is crucial,” said Puckett. “And because the calls are AI-driven, employees can choose to remain anonymous—giving more honest input.”
These insights allow employers to make real-time improvements to hiring and onboarding processes. “AI can surface what’s working and what’s not—without tying up HR staff,” he said.
Canadian Retailers Embrace Predictive Hiring
While Cadient already works with several Canadian retailers, the company sees strong alignment with national hiring challenges, especially given similarities with the U.S. market.
“Canada’s retail environment is just as competitive when it comes to hiring,” noted Puckett. “We see the same bottlenecks—large applicant pools, ghosting, and poor retention from job board traffic.”
According to Cadient’s internal data, candidates who come in through job boards like Indeed are less likely to stay long-term. “They’re constantly being pinged with other job offers,” he said. “But if someone is referred by a friend who works there, they’re much more likely to stick around.”
To address this, Cadient helps companies build internal referral programs, and also facilitates applicant pooling between store locations. “If you apply at Store A, but Store B nearby has an opening, our system ensures that your application gets reviewed there, too.”
Future-Focused: Predictive Analytics and AI Wellness Checks
Cadient’s roadmap includes even more advanced tools, such as predictive analytics that forecast hiring needs before a role becomes vacant. “Imagine knowing weeks ahead that you’ll need a new cashier at Store 104,” said Puckett. “That’s where we’re heading.”
AI is also being used for employee wellness checks, helping employers maintain engagement post-hire. “Instead of surveys that sit unread in inboxes, we’re using phone-based conversational AI that feels more personal—and again, employees can stay anonymous.”
As AI becomes more advanced, Puckett emphasized the importance of transparency. “We’re very clear when a part of the hiring process is AI-driven. It builds trust. The goal isn’t to replace the human—it’s to make their job easier.”
Building a Better Candidate Experience
Puckett believes that AI will help retailers not only hire more efficiently but also protect brand loyalty. “If an applicant feels ignored or ghosted, they won’t just walk away from the job—they may stop shopping with you.”
Cadient helps clients maintain communication with unsuccessful applicants as well. “Even if they didn’t get the job, they might be a great fit for another role,” said Puckett. “We can automatically notify them when a new opportunity opens.”
Retailers Can’t Afford to Wait
The National Retail Federation has declared 2025 the “Year of the AI Agent,” and Cadient is well-positioned to support Canadian retailers through the transition. While there is some nervousness around AI adoption, Puckett says those who hesitate risk falling behind.
“Some smaller retailers may wait, but the reality is—if you’re not using these tools, you’re going to get left behind,” he said. “This isn’t a passing trend. It’s the future of hiring.”
