Hospitality recruitment has seen a significant rebound between 2023 and 2024. Experts believe that hiring in the travel and hospitality sector is expected to increase by 15%-20% this year.[1] The increase is driven by the industry’s remarkable growth, with the hospitality market expanding from $4,390.59 billion in 2022 to $4,699.57 billion in 2023, achieving a compound annual growth rate (CAGR) of 7.0%.[2] This recovery is driven by the industry’s resilience and innovative recruitment strategies. With advancements in technology and personalized hiring approaches, let’s take a look at how you can improve your hiring strategy in this sector.
Challenges in Hospitality Recruitment
The hospitality industry is facing many new challenges on a global scale that there’s no rulebook for in recent times. The current top problems facing the business include:
1) Attracting and Engaging Hospitality Staff
It's no news that the hospitality industry has long been notoriously difficult to recruit for. According to a report, 28% of employers in the hospitality sector in the United Kingdom, stated that hard-to-fill vacancies were due to a low number of applicants with the required skills, and 16% reported issues like low pay. [3]
2) High turnover rates
If no employees stay long enough, building an excellent hospitality experience can never become a reality for your brand. High turnover rates impact everything from quality of service, customer loyalty, and employee morale to even operational costs. Research shows that the rate of turnover in the hospitality industry is two to three times the rate of all other industries. [4]
3) Seasonal demand
The hospitality industry is affected by seasonal fluctuations, which means that the demand for its services changes depending on the time of the year, the location, and the events. This creates challenges for managing staffing levels, inventory, and resources, as well as maintaining service quality and customer satisfaction. Furthermore, the bounce back after COVID-19 furthers the unpredictability of the seasonality of this type of business, making staffing even more complicated.
10 Effective Hospitality Recruitment Strategies
In the hospitality industry, recruiters play a pivotal role in sourcing and attracting top talent to ensure service excellence and organizational stability in a highly competitive market. The best recruitment strategies go beyond filling vacancies; they involve identifying candidates who embody the customer-first mindset, adaptability, and resilience essential in hospitality roles. With the industry’s high turnover rates and demand for skilled employees, recruiters are turning to innovative approaches, such as leveraging digital hiring platforms, building a strong employer brand, and having a talent pool always at the ready.
1) Campus Recruitment
Partnering with hospitality schools and universities is vital for tapping into fresh talent. Establish long-term relationships with these institutions, participate in their career fairs, and offer guest lectures to showcase your company. Consider identifying brand ambassadors among students who can promote your company within their networks and provide insights into the campus culture. Additionally, create opportunities for students to engage in real-world projects or case studies related to your business, giving them hands-on experience and fostering a connection with your brand.
2) Employee Referral Programs
Encourage current employees to refer candidates by offering attractive incentives, such as cash bonuses, extra vacation days, or gift vouchers. Keep the process transparent by regularly updating employees on the status of their referrals and celebrating successful hires. Promote the referral program internally through emails, posters, and team meetings to ensure everyone is aware of the benefits and how to participate, ultimately driving engagement and tapping into your employees' networks.
3) Embracing Technology
Utilizing AI and advanced recruitment platforms to streamline the hiring process. This includes automated resume screening, chatbots for initial candidate engagement, and virtual reality for immersive job previews, enhancing efficiency and candidate experience. By reducing manual tasks, recruiters can focus more on building relationships with potential hires. Now, Manatal’s candidate sourcing feature simplifies the recruitment process by tapping into diverse channels, including free and premium job boards, social media sites, and LinkedIn.
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4) Focusing on Soft Skills
Placing greater emphasis on communication, teamwork, and adaptability. In the hospitality industry, these skills are crucial for delivering exceptional guest experiences and ensuring smooth operations. By prioritizing these traits, employers can foster a more cohesive and effective team, ultimately enhancing customer satisfaction.
5) Social Media Campaigns
Develop a comprehensive content strategy for your social media presence, including a mix of job openings, employee spotlights, behind-the-scenes footage, and industry news. Engage with your audience by responding to comments, hosting Q&A sessions, and using visually appealing content such as videos and images. Utilize targeted advertising to reach a broader audience, focusing on specific demographics and locations to attract the right candidates and showcase your company culture effectively.
6) Promoting Sustainability and Social Responsibility
Companies are increasingly highlighting their commitments to environmental and social causes. This not only attracts environmentally-conscious talent but also enhances the company's reputation and guest appeal. Employees feel more connected to companies that align with their values, improving retention and engagement.
7) Enhancing Diversity and Inclusion
A diverse workforce brings a variety of perspectives, ideas, and experiences that can lead to more innovative solutions and improved guest experiences. Plus, inclusive recruitment practices help attract top talent from a wide range of backgrounds, enhancing the overall quality of the workforce. This approach not only boosts employee morale and retention but also strengthens the company's reputation as an inclusive and equitable employer. All in all, the role of diversity and inclusion in hospitality recruitment is not just about meeting quotas; it's about creating a dynamic and inclusive workplace that benefits both employees and guests.
8) Strengthening Employer Branding
Developing a strong employer brand by showcasing company values, culture, and employee success stories. This helps attract and retain top talent by making the company a desirable place to work. Positive branding also extends to customers, who are likely to choose businesses with a good reputation for treating their employees well.
9) Professional Networks
Leverage connections within industry associations, such as the American Hotel & Lodging Association or the National Restaurant Association, to spread the word about job openings. Actively participate in conferences, workshops, and networking events to connect with potential candidates. Offer mentorship programs within these networks to position your company as a leader in the field and attract ambitious professionals. Establish your brand as a thought leader by publishing articles, participating in panel discussions, and contributing to industry publications.
10) Continuous Training and Development
Promote your commitment to employee growth by clearly defining career paths within your organization. Show potential hires how they can progress and grow with your company, and invest in ongoing training programs such as workshops, online courses, and certifications. Foster a feedback culture by regularly gathering input from employees on their training needs and career aspirations, demonstrating your dedication to their development, and creating an environment where continuous improvement is valued.
Mistakes To Avoid When Recruiting for Hospitality Roles
1) Not responding to hospitality candidates’ applications
One of the most frustrating things a candidate might face when applying for roles in the hospitality industry is hearing nothing back once they’ve submitted their application. This can damage your brand and reputation and discourage candidates from applying again in the future.
2) Not being transparent when crafting hospitality job descriptions
Another mistake to avoid is a lack of transparency not only in the job description but also in the salary, working hours, and other benefits. This mistake might lead to attracting candidates who are not a good fit for your hospitality company or culture.
3) Complicated application process
Some hospitality company uses a very long and complicated application process which is really annoying and difficult to fill out. Some candidates will be required to sign up for the company’s newsletter and other promotional offers to apply for a role. All this can deter potential candidates from applying for your hospitality jobs. It can also create a negative impression of your company and reduce the quality of your talent pool.
4) Not posting your job ad in the right places
Another huge mistake to avoid is placing your job ads on the wrong platform. This can limit your exposure to qualified and interested candidates who are looking for hospitality jobs. It can also increase your competition and cost per hire, as you may have to pay more for less effective ads.
Conclusion
Recruitment is an important function for any hospitality business that wants to succeed in the post-pandemic era. By following the tips and best practices mentioned above, you can master your recruitment process and find the best talent for your organization. To further ensure successful hospitality recruitment, you can use an ATS to optimize your hiring process and enhance your efficiency, effectiveness, and quality.
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