The kitchen needs a new cook. This shouldn't be a problem, should it? Simply put an ad in the local press, wait for the applications to arrive, and choose the best-qualified candidate ... the way things used to be done has little chance of succeeding today. Anyone who works in human resources knows the grief that finding the right staff can cause. The working conditions offered by the hospitality industry have simply become less attractive for many potential applicants. The younger generation, in particular, places far more importance on a good work-life balance.
It's going to take a fundamental change in thinking to motivate skilled employees and apprentices to consider a career in hospitality. If a company can make the general working conditions more attractive (regular working hours, a decent wage, teamwork based on mutual respect, more appreciation etc.), then they've already taken the first step. The second step requires the company to put the latest recruiting trends into practice to help them find employees. We're introducing a few of them here.
Employees are the best (and most affordable) advertisement of them all. Talking about their job is an everyday activity. If they're happy with their job, then they'll soon take the role of a brand ambassador. More and more companies are producing employee blogs of their own, thereby offering a dedicated platform for them to communicate. But remember: this doesn't have to make an immaculate impression. Honesty does, in fact, bring more rewards, and makes the company look more authentic.
Online job marketplaces
There are any number of job marketplaces on the Internet. And „Google for Jobs“was launched in May 2019 as well, providing a portal that automatically pools results from many other search engines, thereby making a conventional Google search more productive. To make sure they are easy to find, companies should optimise their advertising for search engines.
On average, companies lose 70% of applicants when the application process ends up being a demanding one. This makes overhauling the traditional application process and introducing new approaches more than worthwhile. When it comes to mobile recruitingwhich is also known as “click-to-apply”, sending in attachments, such as a cover letter and references, is unnecessary. Instead, an app such as trufflsis used to send in basic information, or even just a link to a Xing or LinkedIn profile. Talentcube allows applicants to introduce themselves in short videos – after all, moving pictures tend to be more animating!
Virtual career fairs
Virtual career fairs are the latest trend to take the recruitment sector by storm Virtual career fairsHaving freed the job applicants from the constraints of geography, they can participate in any career fair they like. The participants set up personal avatars that move around the virtual career fair for them. There are virtual stands at the fair, virtual information points and virtual presentations. The participants use real time chat or video chat to make direct contact with a company.
Just to reiterate: the days in which a large number of qualified applicants would reply to a job advertisement are long gone. The tables have turned, and it's now the companies that need to apply for employees. Social networks such as Xing or LinkedIn are an invaluable tool for this. They allow HR officers to identify the qualifications and professional experience that applicants bring with them right away, and therefore to reach a fast decision on whether the applicants might be right for the company.
Tailor-made for the target demographic
Social network sites for job seekers aren't, however, always the best way to reach interns and potential apprentices – at this point, they usually haven't (yet) set up a profile on Xing or LinkedIn. Companies should try to attract the interest of interns and apprentices within their own sphere of activity, for example at school-based events or similar functions. Setting up an Instagram account of their own and posting content that appeals to the target group – or even having this done by apprentices themselves – can also get young people interested in the company.
Rethinking the target group
Genauso lohnt es sich, die Zielgruppe, die angesprochen werden soll, zu überdenken und der aktuellen Gesellschaft anzupassen. Flüchtlinge und Migranten mit geringen Sprachkenntnissen können z. B. schnell zu erlernende Tätigkeiten in der Küche ausüben und so Auswirkungen des demografischen Wandels abfedern. Für Hersteller von Küchengeräten in der Gastronomie steht die einfache Bedienung aufgrund von hoher Fluktuation eh schon lange im Fokus.
There are any number of ways to recruit new employees. However, placing advertisements in newspapers has definitely stopped being a strategy that brings success.
Read more about this topic in the next posts in our series “The skills shortage – the major challenge in the gastronomy sector”;