How the Hospitality Industry Can Curb the Worker Shortage by Telling a New Story
The hospitality industry is feeling the strain of the worker shortage more than most. When restaurants closed or changed their operations and hours last year, the industry lost millions of jobs, many of which will never be replaced. You’d think those furloughed, laid off, or let go would be scooping open jobs as they’re available, but that isn’t happening. Hospitality professionals are ready for a new story that involves living wages, health benefits, equity, and zero-tolerance for harassment. But where do you tell this new story? Employer branding, your table is now set.
I worked in restaurants for eight years. I loved the energy of the work, how exhausting it is, being on my feet and moving all day (you start to miss that as a writer when, at the end of the day, your ass is numb from sitting for so long), talking to customers, meeting interesting people, learning about all things food and bev, but it would be tough to bring me back.
Some, like Jimmy John’s and Chipotle, are having such a hard time recruiting that they’re offering on-the-spot signing bonuses. Some restaurants are offering as much as $400. White Castle texted more than half a million past applicants and Taco Bell has conducted drive-through interviews.
But what if, rather than cutting straight to the application and interview, restaurants started by addressing concerns about workplace culture and benefits? Hiring bonuses and drive-through interviews are great, but they’re ultimately a Band-aid on the deep wounds workers have suffered in the industry. What if there were a way to let potential employees know that you’re creating a new environment where they can thrive?
Let’s talk about video. The hospitality industry is all about telling stories through food and service. The goal is to create moments and escapes that can be shared with others. Kind of like, well, video. Consider it the ultimate vehicle of employer branding, your means of telling potential candidates the story of the industry’s reinvention, shorthand for showing them how your world is changing.
Because you’re putting your house in order, it’s time to show the world you’re ready to welcome workers back in with improved safety protocols, higher wages, serious benefits packages, PTO policies, better scheduling options, mandatory DEI training, and no-tolerance policies for sexual harassment, racism, queerphobia, and other forms of misconduct. If you’re going to reestablish trust with your candidate pool, you have to use a branding medium famous for its connection-building capabilities.
Not only do you have the chance to coax veterans back inside, you have the opportunity to excite a new wave of talent. It’s the perfect opportunity for the industry to redeem its reputation in a beautiful way.
There’s a real love affair with restaurants right now. It’s a business that brings people together, and that’s something we’re all craving right now. Not only are people eating out again, consumers are eager to help the industry recover. People want their work to mean something, and being part of the story of recovery means something to all of us right now.
Emily McCrary-Ruiz-Esparza writes about workplace culture, DEI, and hiring. Her work has appeared in Fast Company, From Day One, and InHerSight, among others.
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