TLDR: Gen Z is transforming the hospitality recruitment landscape. They’re looking for flexibility, purpose-driven roles, technology-forward employers, and sustainability. To attract them, businesses must rethink how they recruit, communicate, and retain talent. This guide offers practical ways to align your hiring strategy with Gen Z’s values to stand out in a competitive market.
Introduction
Gen Z is entering the hospitality industry with unique expectations that challenge the traditional approach to work. Born between the mid-1990s and early 2010s, this generation doesn’t view their jobs the way previous generations did. They seek more than a paycheck; they want flexibility, purpose, and workplaces that champion sustainability and technology. For hospitality employers, attracting Gen Z is no longer optional—it’s a must. Whether you’re recruiting chefs, kitchen assistants, or front-of-house staff, your ability to align with Gen Z’s expectations will shape your business’s success in the coming years. Our platform is built with the future of hospitality hiring in mind—offering modern insights and solutions that meet these shifting demands.
Table of Contents
- The Image Problem: Reframing Hospitality for a New Generation
- Where Gen Z Spends Their Time: Social Media & Digital Recruiting
- What Gen Z Looks for in Hospitality Jobs
- Closing the Skills Gap with Training & Trust
- Smart Tech in Lean Teams
- 6 Actionable Tips to Attract Gen Z Hospitality Talent
- Conclusion
- FAQs
1. The Image Problem: Reframing Hospitality for a New Generation
The hospitality industry has been plagued by an image problem—especially in the wake of the COVID-19 pandemic. Stories of job insecurity, long hours, and burnout have shaped public perception, leading many young job seekers to overlook hospitality as a career choice. However, industry leaders are working to change this narrative. According to David Cochrane MBE, Chief Executive of HIT Scotland, the sector is now more agile, supportive, and tech-enabled than ever. To attract Gen Z, employers must market hospitality as not just a job but a dynamic, rewarding career path with room for growth. This shift in narrative is crucial to securing top-tier Gen Z talent.
2. Where Gen Z Spends Their Time: Social Media & Digital Recruiting
If you’re not showing up online, you’re invisible to Gen Z. Platforms like TikTok, Instagram, and LinkedIn aren’t just for socializing—they are now powerful job discovery engines. To capture Gen Z’s attention, authenticity is key. They want to see the real, unfiltered side of your business. Behind-the-scenes footage, employee stories, and content that aligns with your values will resonate the most.
- Share day-in-the-life videos: from your kitchen or front-of-house team
- Highlight career progression stories: to show growth opportunities
- Use Instagram Stories or TikTok sounds: to promote job openings
- Collaborate with influencers and chef communities: to build trust
3. What Gen Z Looks for in Hospitality Jobs
Gen Z was raised on technology, transparency, and social responsibility. They are less interested in rigid schedules and outdated hierarchies, and more drawn to workplaces offering flexibility, innovation, and a clear sense of purpose.
- Flexible scheduling tools: (apps for easy shift swaps)
- Genuine sustainability commitments: (not just buzzwords)
- Digital-first communication: (think apps, not bulletin boards)
- Clear opportunities for career growth: (with visible, achievable milestones)
Gen Z has a finely tuned BS detector when it comes to greenwashing. They expect businesses to back up their sustainability claims with action—and they’ll reward authenticity with loyalty.
4. Closing the Skills Gap with Training & Trust
The UK hospitality industry faces a looming talent shortage. By 2043, Scotland alone is projected to lose 7,000 young workers in the sector. Rather than relying solely on experience, forward-thinking employers are hiring for potential and offering on-the-job training. For example, HIT Scotland’s Talent Development Programme has empowered over 4,000 individuals to upskill through a mix of digital learning and hands-on training. The takeaway? Build skills internally. Instead of waiting for the “perfect” candidate, invest in growing your team’s abilities.
5. Smart Tech in Lean Teams
As teams shrink and demand increases, technology becomes essential. From AI-powered scheduling tools to self-service kiosks, smart tech helps hospitality businesses operate efficiently without sacrificing the guest experience.
- Automates repetitive tasks: allowing staff to focus on service
- Streamlines scheduling and shift management
- Enhances communication between teams
- Improves customer satisfaction: through speed and accuracy
Tech doesn’t replace people—it empowers them. When used intentionally, digital tools improve workflows, reduce stress, and make jobs more manageable.
6. 6 Actionable Tips to Attract Gen Z Hospitality Talent
If you’re serious about hiring Gen Z chefs or hospitality staff, your approach needs to reflect their values. These six strategies will help you remain competitive and attract top talent:
- Be Active on Social Media: Showcase your company culture with authentic content—let your team’s energy shine.
- Offer Flexible Shifts: Gen Z values flexibility. Offer part-time, split shifts, or flexible rotas to accommodate their lifestyle.
- Highlight Growth Paths: Show examples of career development and demonstrate how entry-level roles lead to leadership.
- Focus on Values, Not Just Perks: Sustainability, fairness, and inclusivity matter. Make these values a core part of your messaging.
- Listen and Adapt: Regular feedback sessions, surveys, or informal check-ins can help keep your team engaged and heard.
- Make Onboarding Seamless: Use apps or digital platforms to streamline onboarding, scheduling, and communication, ensuring smooth transitions for new hires.
Conclusion
Gen Z is reshaping the hospitality workforce. Their demand for flexibility, purpose, and innovation is not just a trend—it’s the future of the industry. If you want to hire the best emerging talent, your business must evolve alongside their expectations. The good news? Employers who adapt quickly won’t just survive—they’ll thrive in this new era of hospitality.
Ready to connect with purpose-driven, Gen Z chefs and hospitality professionals? Post your job listing today and become part of the future of hospitality recruitment.
What does Gen Z want in a hospitality job?
Gen Z looks for flexibility, purpose, sustainability, and tech-savvy employers. They value transparency, growth opportunities, and meaningful work over rigid schedules or outdated hierarchies.
How can I attract Gen Z to my hospitality business?
Be active on social media, offer flexible shifts, highlight real career growth, and back up your values—especially around sustainability and inclusion—with real action.
What tools help with Gen Z recruitment?
Use digital platforms for onboarding, shift scheduling, and communication. Leverage Instagram, TikTok, and behind-the-scenes content to show off your culture authentically.