The hospitality sector is thriving, experiencing a robust rebound and consistent growth post-pandemic. However, this resurgence brings its own set of hurdles, especially in the realms of recruiting and retaining top talent. With high turnover rates and a scarcity of skilled workers for restaurants and hotels, hospitality businesses face a challenging landscape. This article delves into the primary obstacles in hospitality recruitment and offers strategies to overcome them.
Finding and Attracting the Right Talent
Hospitality businesses have long struggled to find candidates with the ideal blend of skills, experience, and personality traits. The challenge is intensified by the fact that they compete with various other industries for the same talent pool. This competition has been exacerbated by the aftereffects of the COVID-19 pandemic, which saw many hospitality workers shift to more stable employment options. To navigate the severe shortage and intense competition, hospitality businesses should consider a multi-faceted approach:
- Utilize Advanced Applicant Tracking Systems (ATS): These systems streamline the application process, making it easy for candidates, especially those in deskless roles, to apply via mobile devices. When choosing an ATS, seek out systems with case studies from hospitality industry clients and capabilities for in-system text communication with candidates.
- Harness Social Media and Professional Networks: Expand the reach of job postings and highlight your company’s culture and values.
- Collaborate with Educational Institutions: Partnering with local schools, colleges, and hospitality programs can provide a steady influx of candidates fresh from training.
- Offer Competitive Packages and a Positive Work Environment: Promote attractive compensation, growth opportunities, and a supportive workplace to appeal to job seekers looking for rewarding careers.
- Develop an Effective Career Site: Ensure your career site appears in organic searches, connects candidates with local jobs, and provides detailed company information. For example, Greene King’s career site effectively connects site visitors with relevant jobs across its restaurant brands.
Tackling High Turnover Rates
High employee turnover is another significant challenge in hospitality recruitment. Recruiters invest heavily in finding and hiring the best candidates, only to lose them soon after, necessitating a restart of the process. In 2023, turnover in the leisure and hospitality industry was a staggering 79%, far above the national average for all industries. Contributing factors include irregular hours, relatively low wages, and the physically demanding nature of many hospitality jobs. Despite these challenges, you can reduce turnover by adopting robust retention strategies and enhancing your recruitment process with technology:
- Foster an Engaging Work Environment: Prioritize professional growth, competitive compensation, and work-life balance. Clear career pathways, recognition programs, and cross-training opportunities can provide employees with a sense of purpose and motivation to stay with your organization.
- Streamline Recruitment with Technology: Simplify job applications, conduct efficient candidate screening, and offer a seamless onboarding experience. Partnering with specialized hospitality recruitment agencies can also be beneficial, as they have industry-specific expertise and access to a large talent pool.
Bridging the Skills Gap
True excellence in hospitality extends beyond technical skills to include mastery of soft skills like empathy, communication, problem-solving, and emotional intelligence. Evaluating these intangible qualities during the recruitment process can be challenging. Hospitality recruiters can use innovative techniques such as behavioral-based interviews, role-playing scenarios, and personality assessments to effectively gauge a candidate’s soft skills:
- Cultivate a Culture that Values Soft Skills: Implement ongoing training programs, mentorship initiatives, and a commitment to continuous improvement to help hospitality professionals hone their interpersonal abilities and stay attuned to evolving guest needs.
Embracing Diversity, Equity, and Inclusion (DEI)
The hospitality industry serves a diverse global clientele, making it essential for the workforce to reflect this diversity. A diverse team brings various perspectives, problem-solving approaches, and creative mindsets, which are invaluable assets in this field. You can attract diverse candidates by:
- Using Diversity Job Boards: These specialized boards connect diverse job seekers with employers that prioritize DEI.
- Promoting an Inclusive Work Environment: Highlight your commitment to diversity and how you celebrate different perspectives and experiences. For instance, Greene King offers a podcast that addresses diversity topics through employee interviews.
- Providing Multilingual Support and Cultural Sensitivity Training: Ensure candidates feel supported throughout the hiring process.
Navigating Seasonal Fluctuations
The hospitality industry’s cyclical nature presents another challenge for recruiters. Peak seasons like summer and major holidays see a surge in demand for staff, requiring a swift and efficient hiring process. Conversely, staffing levels may need to be adjusted during off-peak periods to align with reduced occupancy rates. Addressing these fluctuations requires a proactive approach to workforce planning, including:
- Adopting Flexible Staffing Models: Consider hiring temporary or part-time employees during peak seasons or cross-training existing staff to fill multiple roles as needed.
- Maintaining a Robust Talent Pipeline: Establish partnerships with educational institutions, implement employee referral programs, and maintain a consistent online presence to ensure a steady supply of qualified candidates year-round.
- Using CRM Software for Seasonal Hiring: For example, Aspen Skiing Company uses SmartCRM to rehire employees for different seasonal roles, and Frasers Group used SmartCRM to secure 40% of its seasonal hires.
The Future of Hospitality Recruitment
Despite the challenges, attracting and hiring hospitality recruitment professionals with the right mix of hard and soft skills is achievable. By broadening your search, embracing diversity, leveraging technology, and fostering a culture of continuous learning, professional development, and work-life balance, you can build a talented team capable of consistently delivering exceptional guest experiences.