The hospitality industry is booming, with travel and tourism witnessing an impressive rebound and steady growth post-pandemic. This growth brings its own set of challenges though, particularly when it comes to recruiting and retaining top talent. From high turnover rates to the shortage of skilled workers for restaurants and hotels, hospitality businesses are grappling with a complex landscape. In this article, we’ll explore the core obstacles in hospitality recruitment and recommend strategies to overcome them.
Sourcing and attracting the right talent
Hospitality businesses have always struggled to find candidates with the right skills, experience, and personality traits. For starters, they aren’t the only ones vying for this type of talent; they compete with several other industries for the same pool of potential employees. This competition has also been further exacerbated by the lingering effects of the COVID-19 pandemic, which saw many hospitality workers leave the industry for more stable employment opportunities. To navigate the severe shortage and stiff competition, it’s key for hospitality businesses to adopt a multi-pronged approach:
- Use a best-in-class ATS; these systems simplify the application process for candidates and make it easy to apply from a mobile device, which is very important in an industry predominantly made up for deskless workers. In your evaluation process, be sure to ask for case studies from customers in the hospitality industry, and look for the ability to text candidates without leaving the system.
- Leverage social media platforms and professional networking sites to expand the reach of your job posts and showcase your company’s culture and values.
- Partner with local schools, colleges, and hospitality programs, which can provide you with a steady stream of potential candidates fresh out of training.
- Promote competitive compensation packages, growth prospects, and a positive work environment to stand out to job seekers in search of fulfilling careers.
- Ensure you have a smart career site to show up in organic searches, connect candidates with local jobs, and deliver differentiating company information. For example, Greene King’s career site helps it connect site visitors with relevant jobs across its suite of restaurant brands.
Combating high turnover rates
Another challenge to hospitality recruitment is the short employee lifecycle; recruiters put an extraordinary amount of effort into finding and hiring the best people, only to lose them shortly after and restart the process all over again. In 2023 alone, turnover in the leisure and hospitality industry was estimated at 79%, which is significantly higher than the national average across all industries. Several factors have contributed to this level of attrition, but the irregular working hours, relatively low wages, and physically demanding nature of most jobs in the industry top the list.
Though it may seem impossible, you can curb turnover by implementing robust employee retention strategies and streamlining your recruitment process with technology.
- Employee retention hinges on fostering an engaging work environment that values professional growth, competitive compensation, and work-life balance. Additionally, clear career pathways, recognition programs, and opportunities for cross-training can provide employees with a sense of purpose and motivation to remain loyal to the organization.
- Streamlining the recruitment process involves leveraging technology to simplify job applications, conducting efficient candidate screening, and offering a seamless onboarding experience. Partnering with specialized hospitality recruitment agencies can also prove invaluable, as they possess industry-specific expertise and access to a vast talent pool.
Addressing the skills gap
Besides possessing the technical skills to perform hospitality jobs, true excellence in this space lies in the mastery of soft skills. Traits such as empathy, communication, problem-solving, and emotional intelligence are the cornerstones of creating memorable guest experiences. Assessing and quantifying these intangible qualities during the recruitment process can be challenging, though. Hospitality recruiters can employ innovative techniques such as behavioral-based interviews, role-playing scenarios, and personality assessments to gauge a candidate’s aptitude for soft skills effectively.
Building a culture that values and nurtures these skills is also key. Ongoing training programs, mentorship initiatives, and a commitment to continuous improvement can help hospitality professionals hone their interpersonal abilities and ensure they remain attuned to the evolving needs of discerning guests.
Embracing diversity, equity and inclusion
The hospitality industry caters to a diverse global clientele, so it’s only right that the workforce within it reflects the same degree of diversity. A team comprising individuals of different backgrounds also means varying thought processes, problem-solving approaches, and creative mindsets – all of which are assets that can help you fare better in this domain. You can successfully source and attract diverse candidates by:
- Using diversity job boards; these are specialized boards connecting diverse job seekers with employers that prioritize DEI.
- Actively promoting your inclusive work environment and how you celebrate different perspectives and experiences. For example, Greene King offers a podcast addressing diversity topics by featuring employee interviews.
- Offering multilingual support and cultural sensitivity training so candidates feel supported during the hiring process.
Navigating seasonal fluctuations
The inherently cyclical nature of the hospitality industry presents yet another challenge for recruiters. During peak seasons such as summer and major holidays, the demand for staff surges, necessitating a swift and efficient hiring process. During off-peak periods, however, staffing levels may need to be adjusted to align with reduced occupancy rates. Addressing this ebb and flow requires having a proactive approach to workforce planning, including:
- Adopting flexible staffing models, such as 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 through strategic partnerships with educational institutions, employee referral programs, and a consistent online presence to ensure a steady supply of qualified candidates at all times.
- Using CRM software to re-engage seasonal hires. For example, Aspen Skiing Company uses SmartCRM to re-hire employees across summer and winter jobs. And Frasers Group used SmartCRM to net 40% of its seasonal hires.
The road ahead for hospitality recruitment
Despite all the challenges and barriers, it’s possible to successfully attract and hire hospitality professionals with the right mix of hard and soft skills. By casting a wider net, embracing diversity, leveraging technology, and fostering a culture that values continuous learning, professional development, and work-life balance, you can build a talented team capable of consistently delivering exceptional guest experiences.
