For Hire

►If you heed the headlines, no one wants to work in hospitality. While the industry has faced a shortage of workers – double the national workplace average – there’s still plenty this sector has to offer potential employees. Yes, the competition is stiff, but you can stand out as the employer of choice. Consider these eight approaches to help you staff up and staff strong.

1. STRENGTHEN THE “SPRAY AND PRAY” METHOD

Some 80% of hospitality jobs are posted on sites like Indeed and Craigslist, according to Jordan Boesch, CEO of 7shifts. But only 2% of candidates actually get hired from them, implying these sites lure quantity and not necessarily quality. So make sure you stand out from the crowd. Are you committed to local? High on sustainable farming? Do you feature local artists on your walls? Millennials and Gen Zers want to find purpose at work, so make sure that comes out in your posting. Also highlight flexibility to comfort employees caring for children or relatives. List perks like free shift meals, tuition reimbursement and the potential to work with partnering restaurants or events. Mentorship opportunities and job growth are also vital. “Sixty-five percent of chefs are interested in being part of the restaurant’s growth and learning new skills,” says Boesch. “Restaurants have a huge opportunity to get creative and pave the path of what that growth looks like.”

2. RECRUIT YOUR WEBSITE

Adjust or expand your website to feature available jobs. But also, be sure to include a page describing your company’s culture; job seekers today want to make sure their front-line labors are worth it. What behaviors will you not tolerate from staff? What values do you foster? Does your staff participate in social events or health initiatives together? What advocacy organizations do you support? Link this page on your job postings or summarize these points succinctly within your job post. “Employers that can really speak to that are going to win over the candidates,” says Lisa Shuster, chief people officer of iHire. “They’re looking for a greater sense of purpose.”

3. GO NICHE

Niche hiring companies like iHireHospitality, iHireChefs, Snagajob, The Restaurant Zone and Snap Chef lure a smaller pool of applicants compared to general hiring sites, but they offer tools to help you stand out, such as a general company profile page to share descriptions and images of your company’s culture, offering all candidates a glimpse of what it will be like to work with you. Support staff help with the hiring and scheduling process too, minimizing time and costs associated with this area. And iHire’s ad builder helps you detail everything necessary before you post.

4. HEAD TO WHERE YOUR PEOPLE ARE

With everyone always scrolling on their phones, social media has increasingly become a smart place to reach job seekers, as long as you have a strong following and investing in paid social strategies. Leverage the platform potential of Instagram and Facebook by sharing more than just a graphic that you have a job open. Post pictures with details of the food they’ll make. Share videos of staff having fun in the kitchen. Promote accolades or selfies with celebrities who come in to dine. Show your team executing an event so that candidates witness your culture of teamwork. Your job posting isn’t just about what the candidates will do. It’s also about who they’ll work with and how they’ll feel about the result of their labor. So remember to tag your staff on posts, and have them share on their personal feeds too.

5. BE NONTRADITIONAL

Every possible contact with a guest can be a path to potential hires. Use takeout bags as well as receipts to deliver the “we’re hiring” message. Include it in email correspondence, promotions and texts sent to diners after dining at the restaurant. If you use Google Ads to increase visibility, use that space as well.

6. TAP YOUR CURRENT STAFF

According to Boesch, 51% of hires are referrals and custom links to restaurant website hiring pages – not job boards. This means your current staff is the greatest asset to finding new talent. “These folks work in the restaurant already,” says Boesch. “They can talk about the culture and the managers they work with and sell their friends on it.” With relationships more important than ever, ask your staff to refer friends and former colleagues. Let them share job openings through email, social media and word of mouth, honestly articulating to candidates what it’s like to work for you.

7. CONSIDER SECOND-CHANCE HIRING

“Second-chance hiring is an important, untapped talent pool,” says Shuster of hiring the formerly incarcerated. To prepare this pool of workers, organizations like Fortune Society and The National Restaurant Association train former inmates in areas like work readiness and food safety, making such programs an excellent resource for hiring. Campaigns like Ban The Box urge employers to consider job qualifications before criminal history, too, and can help you learn more about this potential avenue.

8. GET CREATIVE WITH VIDEO

Rather than invest time in a new app or platform, get creative and fold videos into website and social media accounts. Record a quick walking tour of your dining room and kitchen so that applicants can get a feel for your space. Have your managers make a video about themselves and the company. “…Personal moments can help attract those right candidates,” Boesch says. He points out that this works both ways: invite interviewees to record a video introducing themselves or showcasing their talents. “People are getting very scrappy in terms of getting more candidates in the door. The creativity is there.”