Attracting top-notch talent is tough right now. Many have said it seems impossible these day.
For our restaurant clients, this has become one of the biggest concerns – and frustrations – in regards to their long-term success. As the business expands, the inability to find quality talent undermines everything.
We get it. Chronic understaffing takes its toll. Customer service suffers, team members lose motivation, and revenues drop.
With so many using the same “weapons” (i.e. an online job post, ‘Now Hiring” signs, etc.) to find talent, it’s time to break away from the pack and get creative in fulfilling your staffing needs.
First, Write Your Story.
Think about the amount of time, energy, and money spent on marketing campaigns to attract new customers.
What if you put that same effort – essentially building a marketing campaign – into finding talent?
Even just a percentage of similar effort would net you considerably more worthwhile prospects than just throwing another boring job ad up on Indeed and hoping for the best.
You see, hiring top-notch talent comes down to brand storytelling.
Telling your company’s story in your own voice. It’s finding your unique selling proposition – the characteristics that set you apart from your competitors – and then creating your story around that.
Like maybe you’re a third generation restaurateur, proudly carrying on your family’s recipes. Or you personally grow all of the herbs and vegetables used in the kitchen.
Whatever it is, find that special “thing.” Then use it to tell your story. Work with your marketing department, or if you need to, hire a creative agency to help you roll out this project. I promise you, it will be money well-spent.
Ultimately, the goal is to attract active and non-active job seekers by connecting on an emotional level. This approach works because it humanizes your company – you’re no longer just a build-your-own burger joint.
Instead, you’ve transformed into the company who invests in their employees’ futures, supports local farmers, and values sustainable agriculture.
See how much more personable your company and brand have become? You’re no longer just a place to punch a time clock.
Now, you’re a living, breathing entity who provides opportunities and experiences for those you employ.
Remember, people are interested in being a part of something great, something bigger than themselves. And when it comes to choosing their employers and employment, it’s no different.
Make it clear why they should become part of your company.
Then, Share Your Story.
Simply placing a job description online with a heading that reads, “Hiring a Talented, Experienced Restaurant Manager,” isn’t going to cut it.
Now that you’ve written your story, you have to consistently share it – just as you would do in a marketing campaign for customers.
The layers of your campaign will unfold, revealing your story to prospective employees. They’ll learn where you’ve been, who you are, your culture, where you’re going, the incredible career opportunities that await, etc.
Fresh and exciting is the way to go with these campaigns. But of course, don’t stretch the truth or outright lie.
Just be honest and authentic and let your brand’s story speak for itself.
Carrie Luxem
CEO, Restaurant HR Group