I recently overheard a conversation between two leaders in the hospitality industry – an industry that post-pandemic and post-Brexit is on its knees; finding it hard to attract, hire and also retain good people. It’s hard standing out in a crowded marketplace and sector in which every other business is experiencing the same. Their vacancy list seems to never shrink and many of those who start stay less than six months.
And so, I started to think about how organisations show the outside world, their potential candidates, proof of their commitment to their employees and that they have a healthy workplace culture. Because that is one place to look – and I don’t just mean just listing benefits and pay on job adverts – but sharing the proof points that matter, joining up the dots for people in a way that is meaningful to the audience seeking their next career move.
Here are three ways you might do that:
1. Focus on the things people are looking for in a post-pandemic world
Telling people the standard UK holiday entitlement of 28 days a year might not speak to the many people out there who are now driven to flexibility with working hours, to having more time off, to being able to work from home. Many employers list “opportunities for career advancement” on their standard list of what’s on offer, and so does this make a company and its culture stand out? People relate to stories from others like them; find a way to share those stories about how their career has developed and how they have been supported, using language in a way that resonates.
2. Think differently and be open to changing the way you do things
One of the big changes post-pandemic is the desire to work from home or to have more flexibility with time off. Many in the hospitality industry automatically responded with thinking that closed this conversation down – I mean how can you work less or work from home if you work in a restaurant or in housekeeping? And there is some truth in that. But some in the industry have looked at it, have thought differently and changed things so that their people can work fewer hours or days, and some are now trialling a four-day week for roles that traditionally have only ever worked five days, alongside those in the “corporate” world.
3. Gather feedback from your team and share it
This could be as simple as gathering testimonials from your existing team, in a way that speaks to those looking for a similar role and sharing it on social media or as part of the hiring process in person. It could also mean setting up a survey process that allows you to gather feedback and associated data that is both shared with your current team and with those looking to work for your organisation. If you carry out exit or leavers interviews, why not carry out stay interviews with people to find out what it is that motivates them to stay and share all those proof points that demonstrate a healthy workplace culture?
Comment
What are your proof points and how do you share those with your external world?
