Demand for hospitality has never been higher. The latest Job Report from NI reveals there are now over a third more jobs available in the industry in than the same period pre-Covid, Q2 2019. Hospitality recruiters are being forced to compete with other sectors, such as retail and customer service, with all businesses chasing a limited supply of talent.
Squaring up to recruitment challenges requires strategies that are proactive and sustainable. In this article, we will provide top-line recruitment recommendations alongside practical advice to ensure you attract and retain the best people for your hospitality business.
Build a strong employer brand
Whether you’ve actively created one or not, your business has an employer brand. You are already signalling to candidates what they can expect to gain and learn from working with you. Effective employer branding is about defining and effectively communicating the qualities that will make you the first choice for the talent you want to attract.
In this age of digital transformation, jobseekers can access information about your employer brand through a variety of communication channels, from your job postings on NIJobs to your social media accounts to your business website.
Once you have identified your employment offerings, leverage these channels to tell a compelling narrative about why a candidate should choose to work with you rather than your competitor. Showcase your work culture, employment offerings, and training opportunities, and shine a spotlight on your staff and their achievements.
Increasing your focus on engaging with passive candidates and dedicating part of your social media budget to educating people on the opportunities available to you is a proactive approach to recruitment that can help position your business as an employer of choice.
Offer competitive benefits
In a competitive job market, candidates have options. Hospitality employers are in competition for a limited pool of talent with many sectors, in particular retail and customer service. For that reason, there should be a renewed focus on employee benefits.
Offering attractive benefits can set your company apart and make it more appealing to potential employees. Candidates often consider the overall compensation package, including benefits, when deciding on a job offer. Competitive benefits can help you attract and secure high-quality candidates.
While hospitality employers can look to competitors outside of their industry to inspire them to develop creative benefits packages, there is also ample opportunity to take advantage of the perks and benefits unique to the sector. In a cost-of-living crisis, free meals, discounted breaks, subsidised transport can make a real difference to the bottom line for many jobseekers.
Offering competitive benefits is a strategic investment in your employees and your company’s success. It helps attract and retain top talent, boosts employee morale and productivity, and enhances your company’s reputation. When advertising your hospitality job opening, detailing the perks and benefits you offer can help persuade potential employees to apply.
Focus on flexible work
NIJobs’ recent Jobseeker Snapshot Survey indicated that almost 20% of jobseekers prioritise flexible working when looking at employment opportunities. The flexibility hospitality offers can be a real asset in attracting candidates. Whether you are hiring career builders, mature workers, first jobbers, or students, flexible shift patterns can allow people to construct a work-life balance that meets their life stage needs.
Thinking creatively about flexibility can help employers tap into new pools of talent. Job shares, for example, could allow multiple members of staff to work part-time within the same role, balancing out shifts in a way that suits them. This type of flexibility could appeal to parents, carers, and mature jobseekers.
By fostering a supportive and inclusive environment, hospitality employers can counterbalance the challenge of unsociable hours and attract a diverse range of candidates. Building a strong sense of togetherness within the team can create a supportive network where employees feel valued, connected, and supported, making the demanding nature of the industry more manageable.
Provide a seamless candidate experience
Successful hiring in hospitality involves providing a positive candidate experience, from the initial job posting to the final offer. Businesses of all sizes need a seamless recruitment process that includes the following:
- Flexible role requisites that consider candidate potential rather than experience alone.
- A clear and honest job description
- A signposted recruitment process where the employer commits to deadlines.
- Timely communication.
- A transparent and fair hiring process
- Candidate feedback throughout each recruitment stage.
- Accurate representation of the business and its work culture.
Nurturing training and development
Career progression and professional development are important considerations for candidates today. Jobseekers often consider the growth opportunities provided by a company when evaluating potential employers. By highlighting their commitment to employee development, organisations can differentiate themselves from competitors and attract top talent who value continuous learning and professional growth.
Many leading employers in the industry stress the range of career paths that they can offer to their people. The Hastings Hotels Group highlights its range of learning and development programmes as part of its candidate attraction strategy, including leadership development, chef development, and trainee manager programmes.
Providing training and development opportunities demonstrates that you are invested in your employees’ growth and career progression. This can significantly increase employee engagement and motivation, as employees feel valued and supported. When employees perceive that their employer is committed to their development, they are more likely to stay with the organisation for the long term, reducing turnover and associated recruitment costs.
Regardless of the size of your business, think about how you can help develop your team and make sure more people, particularly your target talent, understand what progression and training you offer.
Prioritise employee retention
Low employee retention rates can feed into the hiring challenges faced by hospitality employers. It’s important to take steps to improve this.
Business owners, managers, or HR professionals need to be clear on the reasons why people stay with their business, as well as why they leave, so they can incorporate this data into future recruitment approaches.
Staff who have a good experience at work are more likely to advocate for your business. Understanding their experience begins with supportive management teams who lead with transparency and actively listen to feedback.
When recruiting, transparency during the interview process is key to ensuring a candidate’s expectations of the role align with the reality of the working day. At the other end of the process, thorough and well-executed exit interviews can offer valuable insights into your work culture and bring to attention areas that need your attention.
Focus on employee well-being
Well-being is a cornerstone of success at work. Businesses that champion this will be able to better compete in today’s market by continuing the great health and wellness-focused work many hospitality employers began in response to COVID-19.
This focus has been embraced by Hospitality Ulster, in partnership with Tourism Northern Ireland and Tourism Skills Network (HATS). Hospitality Ulster will deliver the roll-out of the ‘Wellbeing and Development Promise’ in Northern Ireland with the aim of attracting and retaining talent in the sector, boosting training and development opportunities, and promoting staff well-being. The scheme replaces similar initiatives previously delivered on a regional basis.
Overall, businesses that champion employee well-being recognise that a healthy, engaged, and fulfilled workforce is essential for sustainable success. By implementing a comprehensive range of initiatives and continuously evaluating and improving their well-being strategies, organisations can foster a positive work environment where employees thrive, resulting in increased productivity, higher job satisfaction, and improved retention rates.
Engage with talent of the future
Creating and sustaining a pipeline of talent relies on successfully engaging with the younger generation.
With roles such as waiting or bar staff often performed by young people taking their first steps into the working world, hospitality employers have a fantastic opportunity to positively influence these young people by giving them a great experience.
Engaging with the younger generation is vital for sustaining a talent pipeline in hospitality. By providing a positive experience for young individuals entering the workforce, hospitality employers can access a fresh pool of candidates through summer jobs and part-time roles. Building relationships with local schools and colleges opens pathways to talented individuals and highlights rewarding career opportunities within the sector.
Positively, the role hospitality plays in the economy has been given more limelight in recent years, with increased demand after the Covid-19-induced shutdown sparking a greater appreciation of the industry.
With the current competitive hiring environment set to continue, hospitality businesses can be confident that by incorporating some of these recommendations as part of their recruitment ongoing strategy, their talent challenges can be overcome.
Prioritising employee well-being and creating a supportive work environment will not only attract talented individuals but also contribute to their long-term retention. As a result, the hospitality sector can continue to thrive, drive economic growth, and play a vital role in shaping the future of the industry.