Put your marketing skills to work to recruit new talent and fill open job positions at your quick-service restaurant.
The outbreak of the pandemic sent unemployment rates through the roof. While government assistance programs and widening the talent pool are one way to conquer the issue, restaurant operators can implement new strategies to help ease the labor shortage by using marketing tactics. Here are a few fresh ideas to improve recruitment.
Make a Video
Pull back the curtain and let people get a behind-the-scenes look at your restaurant. At least 86 percent of businesses use video to market to customers. Take it a step further and film videos to attract employees. Film your chefs fixing a meal in the kitchen or your suppliers delivering fresh vegetables. Video is a great medium to showcase the skills of your staff and the unique experience your restaurant provides its workers. Enticing prospective employees with video can highlight your foodservice establishment’s culture and get prospective talent excited about pursuing a new opportunity.
Crunch the Numbers
Marketers use analytics to determine the best strategy for the companies they support. Crunching the numbers helps a marketer understand a company’s audience and form a campaign geared to attract customers. Relying on employee analytics can be useful when it comes to attracting talent to your eatery.
Take surveys of your current employees to determine what factors are important to them on the job and the benefits that make a difference. Ask employees about how your restaurant performs when it comes to salary, growth opportunities, and job security. For example, the demand for telemedicine is on the rise, according to the Employee Benefits Resource Institute. At least 17 percent of adults said telemedicine was key in 2021, versus only seven percent in 2017. Understanding if telemedicine is valuable to your current employees can give you an idea if touting this benefit will help attract job seekers.
Understanding what appeals to your existing talent can help you hone your search to attract employees who will be a good fit. As a bonus, knowing what’s important to your employees will help improve retention rates.
Blanketing a neighborhood with direct mail postcards offering special deals can increase foot traffic at your restaurant. Direct mail is also an affordable method when it comes to hiring. It allows you to saturate your entire neighborhood with postcards. Include a QR code on the postcard to direct potential employees to your website for more details on available roles, benefits, hours and more.
Sometimes the tried-and-true approach is your best bet. Having a website that’s easy to navigate can make all the difference. An unwieldy website may deter jobseekers. Make it easy for prospective employees to see your restaurant’s job listings, learn about your company, and gain insight into your culture.
Businesses use content marketing to optimize their website and help people discern their unique selling proposition. Content marketing can also help potential employees understand your mission, values, and employees.
Finding valuable talent in a tight job market is a challenge. Putting your marketing skills to use to find employees can help you get the job done.