A Modern Formula to Help Update Your Recruiting Tactics
By Emin Kara | August 15, 2023
One of the biggest problems within the hospitality industry is the labor shortage. Now, it’s been going on for so long that it feels like there’s just no end. Let’s apply Newton’s third law for a second: “For every action, there’s an equal and opposite reaction.” In essence, problems are not followed without solutions. So, let me put a smile on your face and spring in your step, because I’m here to give you the formula to beat the labor shortage.
Before I get into specifics, I need you to understand the mindset behind the thinking. I’ll start by giving you a scenario, followed by an analogy, and then the strategy. Deal? Good, keep reading.
I was scrolling on Linkedin and I saw a company post a link to a recruitment video on YouTube. Initially, I thought “WOW! Finally a company moving forward with the times.” To my disappointment, it was your same old recruitment video, with the royalty-free upbeat corporate background music, with a bunch of people saying the same old industry jargon. “Really, what we’re looking for is someone with passion.”
Sidenote: Here’s an idea. If you own a bar, host a “corporate night”. Everyone has to dress in corporate attire and will be made to watch one of these recruitment videos. You will provide them with a checklist of things to watch/listen out for, and every time they hear words like “passion” or “dedicated” they have to take a shot. Try it with your own recruitment videos, it would make them far more engaging.
Jokes aside, my point is these types of videos realistically don’t ignite a desire in people to work for you. Every company says the same thing, and every person who responds says the same thing. In no part of the process is there a single genuine exchange. Your business needs to be a desirable place to work, and you need to show that too. Sure, the money might be good, but then you get used as a stepping stone. Trust me, I’ve seen it a thousand times spanning different generations, because before I was a digital marketer, I worked in the hospitality industry for many years.
The Hand in The Box Analogy:
Imagine you’re walking down the street and a random person comes up to you and asks you to put your hand in a box. And you reply “no, thank you” to which they respond “c’mon, just put your hand in the box, it’s fine.” In your head, you’d probably be thinking “no, this isn’t fine. I don’t know you, I don’t know what’s in the box and my a posteriori thoughts tell me not to trust you.” They then proceed to pull out a Snickers bar from the box and say “now, will you put your hand in the box?” And so you do because you think “well it’s nothing dangerous, I now know what’s in the box and I do like Snickers bars.”
The two key points to take away from this are:
- Clear instructions = safety.
- Always show/tell them what’s going to happen next.
So, what’s the actual strategy?
Well first of all, I never want to see a typical corporate recruitment video ever again! Instead, what I propose is creating videos that show genuine interest in your potential future staff and their needs and demonstrate exactly what it’s like to work for you. Then push these short-form videos out to TikTok, Instagram Reels, Facebook Reels and YouTube Shorts.
But here’s the thing, all that corporate jargon won’t work on these platforms, the audience can see right through it. John D. Rockefeller’s idea of “I want a nation of workers, not thinkers” doesn’t work anymore. Being authentic is critical when creating these videos, and if you have to fabricate it too much, or fear you can’t be authentic enough then that shows there are some internal issues that need to be fixed to create an amazing working environment for your staff!
One video idea I’d heavily suggest is to have your existing staff create a raw, POV, “day in the life of” video for you to use. It can’t get any more authentic than that.
If you’re still seeking more, check my past article on this subject: https://hotelinteractive.kinsta.cloud/the-connection-between-social-media-and-hiring/
This is a very in-depth conversation, that may need a little guidance, so use your resources. I’ll be over in the Hotel Interactive threads ready to answer any questions you may have, to offer guidance in your efforts to utilise social media! So, get curious, get to work and get winning!
