SPECIAL:


THE PEOPLE EDITION


CRACKING THE


RECRUITMENT CONUNDRUM


William Bender FCSI, says management and owners must be the employer of choice and have the operation brand of choice to attract and keep team members. They can take simple actions to achieve this: Well-designed restaurants with equipment and systems that work and are easy to use. No broken equipment or lack of support at any level of the business. Ease in applying and use of digital


systems to connect with applicants and team members. Showcase opportunity and a


career ladder, leading to increasing compensation and benefits


generation that gets its information from the digital world and are more likely to see news about job opportunities through their Instagram or Twitter feed than any other way. The Starbucks Instagram channel Starbucksjobs shares information about life as an employee – or partner – of the company, detailing benefits and opportunities, including access to education and pay equity. Notably it is focused on people not coffee, showing images of staff at work emphasizing the message that working for the coffee giant is fun, enjoyable and rewarding.


“We need to create a


work environment that attracts team members and creates the work experience that will have them return daily”


90


Aggressive transparency At the heart of the challenge to attract more staff is to make sure the offer is attractive and compelling, according to Bender. “Many will remember that over 25 years ago many brands decided strategically to adapt to changes in the marketplace and workforce by becoming the ‘employer of choice.’ This should be a continuing focus for all restaurants and brands today,” he says. “The 2+ year pandemic, a hyper-competitive market as well as digital communications make this essential to connect and communicate with team members at every level in an organization.” In a sector that is known for low pay,


some companies have decided that the best way to set themselves apart as an employer of choice is to pay more – and shout about it. Some restaurant groups have implemented a strategy of aggressive transparency. The Aqui Cal Mex restaurant group lists all salaries for all levels of staff on its website and have also posted signs in the store entrances publicising remuneration rates. Across the board, from full-service to


quick-service, foodservice companies know that attracting staff is key to surviving – and thriving. They are all looking for ways to create a more appealing proposition and finding the ways to share the message. “It must change, there’s no question about


this. We need to create a work environment and brand attitude that attracts team members and creates the work experience that will have them return daily,” says Bender. He believes it will take an overarching


strategic effort during the next decade that involves the entire foodservice industry including owners, operators, educators, manufacturers, suppliers, marketers, industry organizations to correct the situation. “Then we need to shout the message from the roof tops as well as the Metaverse – foodservice can be a lifelong career and you can have a job for life,” he concludes.


For more go to fcsi.org


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