Maximising untapped talent by Jill Whittaker

7th February 2020

Maximising untapped talent by Jill Whittaker

Attitudes towards careers are constantly evolving. New research has revealed perceptions of jobs in hospitality are changing, while there has been a shift away from “traditional” career pathways. These emerging trends are presenting new and exciting recruitment and retention opportunities for hospitality employers.

We all know the sector has battled outdated perceptions and a lack of understanding over what it can offer in terms of career development, satisfaction and reward. As a result, a number of barriers have prevented new talent from entering the industry.

However, change is afoot as these perceptions start to shift. Previously seen as a stopgap, attitudes towards hospitality careers are moving in a positive direction. Recently, HIT Training published a report entitled Don’t Waste – The Future of Hospitality, which found more than three-quarters (76%) of parents who responded and more than half (55%) of teachers believe hospitality offers a long-term career route that can help young people develop lifelong skills.

Parents and teachers alike thought there should be a greater focus on the hospitality sector in schools, with more than four-fifths (86%) of respondents wanting to see food subjects on the curriculum, while almost two-fifths (38%) of teachers believe schools don’t provide enough advice about careers in hospitality to meet employment demand.

Showcasing opportunities

It’s encouraging to see such positive perceptions of the hospitality industry but work remains to convince more than one-third (35%) of parents who believe hospitality careers have antisocial working hours and more than one-quarter (26%) who say it’s a stopgap between school and university.

We know parents and teachers have a big influence on young peoples’ career choices. Our research also shows pupils are deciding their chosen career paths at a younger age. To attract the next generation to a career in hospitality, we need to reach pupils and parents earlier. This presents a huge opportunity for employers to shine a spotlight on the industry and showcase the roles and progression opportunities available to change any negative perceptions.

Key ways to achieve this include creating meaningful work experience placements and forging stronger relationships with primary schools to offer first-hand hospitality experiences. Another option is to provide more sector-specific information to schools and parents instead of grouping it with advice from other sectors.

Capitalise on a shift in career routes

Another key career trend is a shift from “traditional” career pathways. A few decades ago career paths were more linear, with people likely to stay at one company for longer. Society has moved away from the “job for life” mentality, with people increasingly looking to have more than one career and learn new skills along the way. Job-hopping is the new normal, especially for millennials, with three-quarters of them believing constantly changing jobs has advanced their career.

To tap into this changing work pattern the industry should view part-time workers and the gig economy differently. Employee benefits such as flexible hours and training could harness and nurture this talent pool and convert them into full-time staff. It’s also important to maintain contact and communication with part-time staff who leave the business or sector – you never know when they might return or recommend a workplace to others.

It has never been more important to take action

Now is the time for hospitality employers to nurture these changing attitudes towards careers for the greater good of hospitality – especially as the growing labour shortage threatens the future of this vibrant industry. In fact, at any one time there are 100,000 hospitality vacancies and, as a sector, it has the highest proportion of “hard to fill” positions.

To download our report, Don’t Waste – The Future of Hospitality, click here

Jill Whittaker is managing director of HIT Training

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