TL;DR Summary:
Gen Z isn’t just entering the hospitality workforce—they’re redefining it. They want flexible work schedules, purpose-driven roles, digital-first environments, and companies that value sustainability. To recruit and retain Gen Z talent, hospitality businesses must modernize their recruitment strategies. In this guide, we share key tips to help your business connect with the new wave of chef and Gen Z hospitality jobs seekers.
Gen Z is changing the game in hospitality recruitment. Born between the mid-1990s and early 2010s, this digitally native generation expects more than just a paycheck. They want purpose, flexibility, tech-forward environments, and employers who care about people and the planet. For hospitality businesses in the UK, the challenge is clear: evolve or risk missing out on a dynamic pool of fresh talent. Whether you’re hiring chefs, front-of-house staff, or future hospitality leaders, aligning with Gen Z’s values can set your business apart.
Table of Contents
- Changing the Narrative: Hospitality’s Image Problem
- Meeting Gen Z Where They Are: Online
- Tech-Savvy & Environmentally Aware: What Matters Most
- Tackling the Hospitality Skills Gap
- Fewer Staff, Smarter Tech
- Top Tips: How to Attract Gen Z & Entry-Level Talent
- Conclusion: The Future of Hospitality Is in Your Hands
Let’s be honest—the media hasn’t always been kind to the hospitality industry, especially during crises like the COVID-19 pandemic. Furloughs, job insecurity, and burnout painted a bleak picture, discouraging many young people (and their parents) from viewing hospitality as a viable career. But according to David Cochrane MBE, Chief Executive of HIT Scotland, the sector has changed. It’s now more agile, more tech-savvy, and better prepared to support meaningful careers. To attract Gen Z, we must reframe hospitality not just as a job—but as a career path filled with opportunity, creativity, and growth.
To engage Gen Z effectively, hospitality businesses must show up where they spend their time: on social media. Platforms like TikTok, Instagram, and LinkedIn aren’t just for scrolling—they’re powerful tools for employer branding and recruitment. If your restaurant, hotel, or staffing agency isn’t actively showcasing its culture online, you’re missing out. Here’s how to start:
- Share behind-the-scenes videos of your kitchen or team
- Spotlight employee stories and career growth journeys
- Use reels and short videos to promote job openings
- Partner with influencers or chef communities for reach
Gen Z expects innovation—and not just on the menu. They’re digital natives who appreciate businesses that embrace tech for training, communication, scheduling, and even ordering. Equally important is sustainability. Gen Z job seekers are more likely to work for businesses that take environmental responsibility seriously. They’ll spot “greenwashing” a mile away, so your sustainability efforts need to be genuine and transparent. Here’s what Gen Z values in a hospitality job:
- Digital scheduling & communication tools
- Training via mobile apps or online platforms
- Visible efforts to reduce food waste
- Eco-friendly packaging and ethical sourcing
- Inclusivity, wellness, and mental health policies
The skills gap in hospitality is real, especially as seasoned professionals retire or move on. Attracting Gen Z is a long-term investment that can close this gap and future-proof your workforce. But we can’t expect Gen Z to come job-ready—we need to meet them halfway. That means:
- Offering entry-level opportunities with clear growth paths
- Partnering with schools and training programs
- Creating mentorship or buddy systems
- Giving feedback frequently—not just at appraisals
With staffing shortages continuing across the UK, businesses are turning to tech to ease the load. From AI-driven hiring platforms to mobile POS systems and kitchen automation, technology helps lean teams perform better. Gen Z welcomes this evolution. They’re already used to intuitive apps and tools, and they expect their workplace to be just as seamless. The goal isn’t to replace people—it’s to free them up to focus on what they do best: delivering memorable experiences.
- Make It Flexible: Emphasise shift flexibility and work-life balance in your job ads.
- Go Beyond the Job: Talk about growth, learning, and career progression.
- Be Purpose-Driven: Highlight your social impact, sustainability, and employee care policies.
- Level Up Your Content: Use video, reels, and authentic storytelling on social media.
- Listen Up: Create channels for Gen Z to share ideas, give feedback, and feel heard.
Gen Z is ready to work—but only if the industry is ready to meet them on their terms. By adapting your employer brand, recruitment strategy, and workplace culture, you can unlock a new generation of hospitality professionals with creativity, resilience, and ambition. The future of the industry is here. Let’s build it together.
🎯 Ready to recruit Gen Z chefs and hospitality talent? Post your job listing today on The Chef Network.
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