TLDR: Gen Z wants flexible, tech-driven, and sustainable careers, challenging hospitality to evolve. To attract young talent, businesses must leverage social media, innovation, and career growth opportunities.
A new generation of talent is entering the workforce, and Gen Z has very clear ideas about what they want from a job. Can the hospitality sector adapt to attract this younger demographic, or is it a meeting of minds? Here’s how you can make your business appealing to entry-level talent and Gen Z jobseekers.
Table of Contents
- The Media Perception of Hospitality
- Reaching Gen Z Through New Channels
- Tech-Savvy and Environmentally Conscious
- Addressing the Skills Gap
- Fewer People – More Technology?
- Top Tips for Recruiting Gen Z & Entry-Level Talent
1. The Media Perception of Hospitality
The past few years have painted a complicated picture of the hospitality industry. From furloughs and job losses to workers leaving the industry, media coverage has reinforced negative perceptions. Many parents worry about their children pursuing careers in hospitality due to its instability.
However, David Cochrane MBE, Chief Executive of HIT Scotland, believes that the sector has become leaner and more tech-focused post-COVID, making it an appealing industry for younger generations. Hospitality is evolving, and it’s time to change the narrative.
2. Reaching Gen Z Through New Channels
To attract Gen Z, businesses need to go beyond traditional approaches. David emphasizes the importance of reaching younger candidates not only through the curriculum but also via social media and digital channels. Gen Z relies heavily on online platforms for information, and hospitality needs to meet them where they are.
A multifaceted, multimedia approach is key—just as other sectors are doing. This strategy should target not only young people but also broader demographics, including those in Commonwealth countries.
3. Tech-Savvy and Environmentally Conscious
Gen Z is tech-savvy and environmentally aware. Hospitality businesses must highlight their tech and sustainability efforts to attract these potential employees. David explains that Gen Z is excellent at spotting greenwashing and will only engage with companies that genuinely prioritize environmental issues.
Work-life balance is another priority for Gen Z, with many preferring flexibility in working hours and the option to work part-time. To attract this new generation of hospitality workers, companies must adapt to these evolving needs and offer flexible schedules.
4. Addressing the Skills Gap
With an aging population and a shrinking pool of younger workers, the hospitality industry is facing a skills gap. Predictions suggest that by 2043, there will be 7,000 fewer young people available for work in Scotland alone.
David suggests that the industry must rethink its approach to training and recruitment. It’s important to recruit based on potential, not just qualifications, and businesses must be flexible enough to adapt to the needs and expectations of younger workers. Regular feedback from current employees can help businesses stay in tune with the needs of each generation.
5. Fewer People – More Technology?
The past few years have proven that technology can be a game-changer in hospitality. David highlights the success of online training programs like the HIT Scotland Tourism and Hospitality Talent Development Programme, which saw 4,000 participants. Technology offers a way to overcome the skills gap by allowing businesses to train workers in-house, even with fewer staff.
Looking ahead, technology, artificial intelligence, and automation will continue to play a crucial role in addressing workforce shortages and enhancing efficiency.
6. Top Tips for Recruiting Gen Z & Entry-Level Talent
Here are some actionable tips to make your hospitality business an attractive option for Gen Z:
- Be Social Media Savvy: Engage with younger generations on platforms like Instagram, TikTok, and LinkedIn. Showcase your company culture and values.
- Offer Flexibility: Provide shift patterns and rotas that accommodate Gen Z’s preference for flexibility. Offering part-time or short-hour options can attract candidates with outside interests.
- Make it Fun: A fun, dynamic environment is crucial for Gen Z. Highlight the exciting and fulfilling aspects of working in hospitality, whether it’s at a restaurant, hotel, or bar.
- Remove Stereotypes: Focus on the serious, progressive, and sustainable nature of the hospitality industry. Highlight ethical values and demonstrate that hospitality is more than just serving food or drinks—it’s a career path with growth opportunities.
- Showcase Development Opportunities: Gen Z is eager for growth and personal development. Be transparent about training programs, career progression, and leadership opportunities within your organization.
By listening to your current team and adapting your approach, your business can attract and retain top Gen Z talent while shaping the future of the hospitality industry.
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