How can we attract students and apprentices into the hospitality sector?

It is well known that we are having serious trouble with staff, but recent numbers show us that there is an alarming decline in those entering at the start of their careers. I refer to the number of people entering further education in hospitality as well as entering following other prior education. First, let’s start unpacking some of the reasons why this might be happening? This will help us to find some solutions to adopt to counter the problem and start attracting talent back into the industry.

What are the factors stopping young people entering the hospitality industry?

Perception of the industry - The hospitality sector is often seen as demanding, with long hours, low pay, and limited career growth opportunities. This perception discourages many young people from pursuing careers in the industry. While we might see it differently from within the industry, it is one we need to address!

Lack of awareness - Many young people may not be aware of the wide range of roles and opportunities available within the hospitality sector, which can limit their interest in the industry. Our industry is not just about cooking food or serving customers; roles in Marketing, HR & Revenue Management can open people up to a whole raft of other industries as they look to grow their careers.

Competition from other industries - Other sectors, such as technology, healthcare, and finance, are attracting young talent with better compensation packages, more flexible working hours, and perceived higher prestige.

Gig economy - The rise of gig economy platforms like Uber, Lyft, and food delivery apps has provided an alternative for young people seeking flexible work arrangements and relatively higher pay for part-time jobs. Pulling pints, running food and other shift work is now only one of multiple flexible options.

Impact of the COVID-19 pandemic - The pandemic has had a significant impact on our industry. Closures, job losses, and uncertainty were the leading headlines in our industry a couple of years. When young people see the unique challenge we had, this has the potential to make it less attractive when considering their career options.

Feels a bit bleak when start exploring all the reasons, but it’s important that we all make a systematic approach to counter these points and find a productive route forward.?

What are some of the strategies that we can adopt to help reverse the trend?

Improve industry perception: Work on changing the negative perception of the industry by promoting the positive aspects, such as diverse career opportunities, the chance to travel, and the ability to make a real impact on people's experiences. When I speak to hoteliers and explore the reasons for their long career in the industry, so much comes down to the community and family that grows within the hotel and the wider industry.

Offer competitive compensation and benefits: To compete with other industries, hospitality businesses need to provide competitive pay, benefits, and opportunities for career growth. I know it is very tough but you can have the most flexible, happiest, positive atmosphere, but pay is still the primary concern when making a decision! Through the use of technology we are able to improve the productivity of many areas of our businesses and perhaps employ fewer people on higher incomes.

Provide training and development opportunities: Invest in developing the skills of young employees through apprenticeships, internships, and on-the-job training. This will not only help in attracting young talent, but also in retaining them. Think about offering exchange programs with other hotels? Students are familiar with this approach at University and could represent a great opportunity.

Strengthen partnerships with educational institutions: Collaborate with schools, colleges, and universities to raise awareness about the industry and promote hospitality as an exciting career choice. This could also involve engaging with industry programs such as The Master Innholders Aspiring Leaders program. Why not offer to send a speaker to do a guest lecture? Why not head over to do some career fairs on campus?

Showcase success stories: Highlight the success stories of young professionals who have built rewarding careers in the hospitality industry, which can inspire others to follow a similar path. No one can ever argue with your own story and if we are vocal about what we love about the sector, this will help elevate the longevity and prospects of a career in hospitality.

Embrace technology: Adopting new technologies and innovations in the hospitality sector can make the industry more appealing to tech-savvy young people. It is so important that progress is clearly shown with tech adoption as it will directly counter the perception of backwards, antiquated technology!

Promote work-life balance: Implement flexible work schedules, provide support for employee well-being, and foster a positive work environment to make the industry more attractive for young talent.?