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Home Depot needs schooling -- not summer vacation

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For the past few weeks I have been targeting The Home Depot (NYSE: HD) with a broad critique that has been echoed by the voices of frustrated readers, investors, customers and former customers. When it comes to analyzing the company's problems, Home Depot customers and employees have plenty to say! They are screaming in anger, offering opinions of the company that are very very low. Lowe's, on the other hand, has received more favorable treatment but has not gone totally unscathed either

Bob Nardelli, the ultra-arrogant ex-CEO has been criticized for a lot of what ails the company. Employees have occasionally felt that some customers are impatient, irrational, and in a few cases dishonest. We heard that stores are dirty, poorly stocked, and not organized as well as Lowe's Cos Inc (NYSE: LOW), which has much newer stores. Complaints also emphasized Home Depot's failure to make delivery commitments on contracts in a timely fashion or not at all. Customers complained often of poor service from undertrained, inexperienced, uncaring employees.

This got me thinking about how employees were trained and I found the following site: Home Depot - careers. The following is the intro to the site. The site has some strange things going on. The header has a picture of three people -- Asian, white and black -- followed by the text promoting diversity. But then the body of the text takes a dramatic turn focusing primarily on Hispanic groups. I felt like I was on a non-diversity page, or some sub-section.

  • At the Home Depot, we believe in the abilities and talents of all people. It is talent above all else that is cultivated, nourished and is considered to be the foundation of our culture. The greater the diversity of our people, the greater our ability to serve our customers.
  • As part of our National Hiring Partnership, The Home Depot is proud and honored to have alliances with some on the most prominent and respected Hispanic organizations in the country. Together we are united to bring positive change to communities across the U.S. from economic development, education and health, to specialized job training.

What I did not see was how the training was done, how employees were rewarded, or what would entice anyone to make Home Depot a "career" choice. I got the feeling that it was more like a commercial with a lot of fluff and little substance. Given the reality on the ground -- or in the stores -- there is a disconnect between the company line and the truth. This is not good.

A new approach: I think Home Depot should start its own school or work in concert with community colleges and trade unions to establish very specific training programs in sales, building renovation, management, customer relations, safety and more. The program could offer certificates of achievement and count towards an AA degree for those who continue in the program after they start on the job. Home Depot could sponsor continuing education as well and this might set them apart from competitors.

Home Depot can only sell its goods at prices set by the market. It can only construct buildings for the going rate, whatever it is. The improvements have to come by way of employee training, recognition and reward of success, management awareness and follow through, and better understanding of retail sales and customer relations. My concern and the concern of others is that this is not the background and corporate culture that current management has nourished and they may not be the group to lead this company out of it's current doldrums.

Those of you who are new to BloggingStocks can check out my other stories and read Chasing Value or Serious Money to find more potential opportunities and verify my track record as well.

Sheldon Liber is the CEO of a small private investment company and the vice president for design and research at an architecture & planning firm. Check out his other posts for BloggingStocks here.

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Last updated: November 26, 2009: 04:32 AM

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