Social Value Recruitment in Hospitality: A Transformative Approach
As we enter December and wind down the end of 2024, I wanted to take a look at Social Value Recruitment in Hospitality as this is key to my heart as an HR and L&D Practioner and felt that this would be a perfect time to address this. As we all know the hospitality industry stands at a pivotal moment, facing unprecedented challenges and extraordinary opportunities. As we continue to navigate still from Brexit and the effect of the post-pandemic landscape, the sector is uniquely positioned to lead a revolution in social value recruitment—a strategy that not only addresses persistent staffing issues but also contributes significantly to societal well-being and economic recovery.
I have worked in the hospitality sector for too many years to remember, and it will be no surprise to those also in the sector that the hospitality sector has long grappled with high turnover rates, skills shortages, and the perception of limited career prospects. These challenges have been exacerbated by recent global events, creating an urgent need for innovative recruitment and retention strategies. So, this is why social value recruitment emerges as a powerful solution, offering a way to address these industry-specific issues while simultaneously making a positive impact on communities and individuals facing barriers to employment.
But, we have to get a better understanding of Social Value Recruitment. Now social value recruitment goes beyond traditional hiring practices. It is an approach that actively seeks to create positive societal impact through employment decisions. This strategy focuses on moving individuals from disadvantaged backgrounds, including long-term unemployed, ex-offenders, individuals with disabilities, and those from underrepresented communities, into sustainable employment.
As an idea of the labour market here is some interesting figures. According to the latest ONS Labour Market Statistics for October 2024:
These figures highlight a complex labour market situation, with improving employment and unemployment rates, but persistent challenges in economic inactivity and a gradual cooling in job vacancies. The high level of economic inactivity due to long-term sickness remains a significant concern for policymakers and employers alike.
The concept of social value recruitment aligns closely with the growing emphasis on Environmental, Social, and Governance (ESG) principles in business. As consumers, employees, and investors increasingly prioritise companies with strong social commitments, the hospitality industry has a unique opportunity to lead by example.
On, 26th November 2024, we all got to hear from the government about the new "The Get Britain Working White Paper", which is going to be a National Initiative. and yet this does seem like some previous campaigns that came from the last government. But let us give them the benefit of the doubt.
In a significant development that aligns perfectly with the principles of social value recruitment, the UK government has as already stated, recently unveiled the Get Britain Working White Paper. As someone who has been an ambassador for employment for all individuals for many years, I am particularly excited about the potential impact this initiative can and will have on the hospitality sector and beyond.
Now with this new white paper, there are some key features of the white paper that need to be outlined and hopefully, I can do this. The Get Britain Working White Paper, introduced by Work and Pensions Secretary Liz Kendall, represents a comprehensive approach to addressing the UK's employment challenges. Backed by a substantial ￡240 million investment, this initiative aims to boost workforce participation and increase the UK employment rate to an ambitious 80%.
The White Paper outlines a three-pillared strategy:
1. Reforming employment support: This involves collaborating with local authorities to create more effective, localised support systems.
2. Delivering a Youth Guarantee: This pillar focuses on improving young people's access to education, training, or employment, addressing the critical issue of NEETs (Not in Education, Employment, or Training).
3. Launching an independent employer review: This review aims to promote healthy and inclusive workplaces, encouraging employers to play a more active role in supporting diverse hiring practices.
So what is the relevance to the Hospitality Industry and sector, well the Get Britain Working White Paper presents several opportunities:
1. Access to a Wider Talent Pool: The initiative's focus on supporting individuals with disabilities and complex barriers to work aligns perfectly with the industry's need for diverse, motivated employees.
2. Enhanced Training Support: The ￡115 million allocated for the Connect to Work scheme could provide valuable resources for training and integrating new employees from diverse backgrounds.
3. Improved Local Partnerships: The emphasis on collaboration with local authorities could help hospitality businesses forge stronger connections with their communities, enhancing their social value impact.
4. Youth Engagement: The Youth Guarantee, with its ￡15 million funding for trailblazer areas, offers a pathway to attract and retain young talent in the hospitality sector.
As a long-time advocate for these initiatives, I believe the Get Britain Working White Paper represents a significant opportunity for the hospitality industry to align its recruitment practices with national employment goals, further enhancing our sector's contribution to social value and economic recovery.
Now, it is time to reflect on one key driver that has helped me in my roles when I was Director of Recuitment, and now in my roles of Group Head of L&D and Social Value Recruitment Lead within The Omni Group - Omni Facilities Management , over the last seven nearly eight years I am proud to have connected with an amazing partnership I have built on with PeoplePlus UK , as they have outstanding Initiatives that have been a Catalyst for Change.
A little history on this, I was lucky enough to work with Darren Christie when he was working at PeoplePlus Scotland , where we forged this partnership and reduced our turnover in Glasgow from 200% down to 69% by using the SRF and recruiting from the local community and unlocking some hidden talent, and today I am happy to say that some of those amazing people we hired are still working for us.
Complementing the government's efforts, PeoplePlus stands at the forefront of the social value recruitment movement. With over three decades of experience in supporting individuals facing employment challenges, their Social Recruitment Framework (SRF) offers a comprehensive approach that dovetails perfectly with the goals outlined in the Get Britain Working White Paper, so let's explore some of these amazing initiatives that are on offer and can be more beneficial then you can expect so let's dive in:
The Social Recruitment Framework (SRF) - The SRF is a free service that connects employers with job-ready candidates from disadvantaged communities. Key features include:
1. Diverse Talent Pool: Access to candidates from various backgrounds, including ethnic minorities, NEETs, unpaid carers, and prison-leavers.
2. Barrier Removal: The framework focuses on eliminating obstacles that prevent talented individuals from entering the workforce.
3. Community Impact: By hiring through the SRF, employers contribute to reducing poverty and improving local communities.
4. Comprehensive Support: PeoplePlus provides ongoing assistance to both employers and employees, ensuring successful integration and long-term retention.
The Social Recruitment Covenant: A Commitment to Inclusive Hiring - As we strive to make social value recruitment the norm in the hospitality industry, the Social Recruitment Covenant which was launched on 6th November 2024, emerges as a powerful tool for driving change. This covenant, which I am proud to champion, represents a formal commitment by employers to embrace inclusive hiring practices and create opportunities for disadvantaged individuals.
The Social Recruitment Covenant is built on several core principles:
1. Inclusivity: Actively seeking to recruit from diverse and often overlooked talent pools.
2. Support: Providing ongoing assistance and development opportunities for employees from disadvantaged backgrounds.
3. Collaboration: Working with community partners and supply chains to promote inclusive hiring practices.
4. Adaptation: Tailoring recruitment processes to accommodate diverse needs.
5. Continuous Improvement: Engaging in shared learning and best practice exchanges.
So, as you can see there will be Employer Commitments which we can all commit to no matter what as there are no excuses to be able to commit to this, and by signing the Social Recruitment Covenant, hospitality businesses commit to:
1. Inclusive Recruitment Strategies: Actively pursuing recruitment strategies that target disadvantaged groups, including NEET youth, unpaid carers, ex-offenders, people with disabilities, and neurodivergent individuals.
2. Support and Development: Providing ongoing support, retention strategies, and development opportunities for individuals from disadvantaged backgrounds.
3. Community Partnerships: Collaborating with local organizations to create fair education and employment opportunities.
4. Supply Chain Influence: Promoting inclusive social recruitment practices within their supply chains.
5. Tailored Adjustments: Implementing universal and targeted changes to recruitment processes, such as providing interview questions in advance or offering work trials instead of traditional interviews.
6. Continuous Learning: Engaging with the Social Recruitment Advocacy Group (SRAG) to access toolkits, attend group events, and participate in shared learning opportunities.
7. Measurement and Reporting: Tracking and reporting on key social value metrics, including diversity hiring rates, retention rates, and community impact indicators.
8. Leadership Commitment: Ensuring leadership actively champions social recruitment initiatives within the organization and broader industry.
9. Intersectionality Awareness: Addressing multiple barriers that overlap, recognizing and supporting those facing multiple challenges in the job market.
10. Economic Impact Focus: Committing to reducing social inequality and contributing to stronger economic growth through inclusive employment practices.
But, it is key to note that the impact of the covenant is more than just a pledge; it's a catalyst for systemic change in the hospitality industry. By signing the covenant, businesses signal their commitment to creating a more inclusive and equitable job market. This not only benefits individuals facing barriers to employment but also strengthens the industry as a whole.
For hospitality businesses, adhering to the covenant can lead to:
Moreover, the collective impact of covenant signatories can drive significant societal change, reducing unemployment, alleviating poverty, and fostering economic growth in local communities.
As an ambassador for this cause, I've already started to witness firsthand the transformative power of the Social Recruitment Covenant. I urge all hospitality businesses, regardless of size or location, to consider signing this covenant. By doing so, you're not just making a commitment to your business; you're investing in the future of our industry and our society.
The Social Recruitment Covenant provides a clear framework for action, supported by resources, best practices, and a community of like-minded organisations. Together, we can make the hospitality industry a leader in inclusive employment practices, setting a new standard for social responsibility in business.
So, What are you waiting for as you read this, let's embrace this opportunity to redefine our industry's approach to recruitment. By signing and implementing the Social Recruitment Covenant, we can create a more inclusive, diverse, and thriving hospitality sector that truly reflects and serves our communities. Here at The Omni Group - Omni Facilities Management we have already signed our commitment to the covenant, so come join us, you are just a click away.
Join the Movement - Click here to sign the Social Recruitment Coveant today - do not delay SIGN UP
The Social Recruitment Advocacy Group (SRAG) - PeoplePlus has also established the Social Recruitment Advocacy Group, chaired by former Skills Minister Rt Hon Anne Milton. This group brings together over 140 like-minded organisations to address societal challenges with a business-oriented approach. I am personally proud to be one of the founding employers when this group started all those years back, and seeing it grow stronger and stronger, I could talk for hours about #SRAG, but here are some key aims of the group and also a link to them and a really good video from PeoplePlus that explains it better than me (??). The SRAG aims to:
To find out more about the SRAG Click here or watch below to get an insight first-hand
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Now, with these and the overall element of Social Value Recruitment, there is a strong Business Case for Social Value Recruitment in Hospitality, and adopting social value recruitment practices, as it offers numerous benefits for hospitality businesses:
1. Addressing Skills Shortages - The hospitality industry has long struggled with skills gaps and labour shortages. By tapping into a wider talent pool, including individuals who may have been overlooked by traditional recruitment methods, businesses can access a wealth of untapped potential.
2. Enhancing Employee Loyalty and Retention - Research shows that employees from disadvantaged backgrounds often demonstrate higher levels of loyalty and commitment when given opportunities. This can lead to reduced turnover rates, a persistent challenge in the hospitality sector.
3. Improving Brand Reputation - In an era where consumers are increasingly conscious of corporate social responsibility, businesses that demonstrate a commitment to social value can enhance their brand image and attract socially-conscious customers.
4. Driving Innovation and Diversity - A diverse workforce brings varied perspectives and experiences, fostering innovation and creativity—crucial elements in the competitive hospitality industry.
5. Contributing to Economic Growth - By providing employment opportunities to disadvantaged groups, hospitality businesses play a role in reducing unemployment and its associated societal costs, contributing to broader economic growth.
Now I can hear you all saying 'But Pete, how can we start to look at Implementing Social Value Recruitment in Hospitality'. Well hopefully I can answer that question, to successfully implement social value recruitment, hospitality businesses should consider the following event steps:
1. Assess Current Practices - Begin by evaluating existing recruitment processes to identify potential barriers for disadvantaged applicants. This may involve reviewing job descriptions, application procedures, and interview techniques.
2. Set Clear Objectives - Establish specific, measurable goals for your social value recruitment initiative. This could include targets for diverse hires, community impact outcomes, or improvements in employee retention rates.
3. Build Partnerships - Collaborate with organisations like PeoplePlus UK , local charities, and community groups that can support your social value recruitment efforts. These partnerships can provide access to diverse talent pools and offer valuable support in training and integration.
4. Redesign Recruitment Processes - Adapt hiring practices to be more inclusive. This may involve simplifying job applications, offering alternative assessment methods, or providing accommodations for candidates with disabilities.
5. Develop Training and Support Programs - Create pathways for success for new hires from disadvantaged backgrounds. This could include mentorship programs, skills development workshops, and ongoing support for work-life balance.
6. Educate Existing Workforce - Prepare current employees for a more diverse workplace through diversity and inclusion training, fostering a culture of empathy and understanding.
7. Monitor and Measure the Impact - Track the outcomes of your social value recruitment efforts, including retention rates, job performance, and broader community impact. Use this data to refine and improve your approach continually.
8. A MUST for all- Sign the Social Recruitment Covenant and Join the Social Recruitment Advocacy Group
Case Studies: Success Stories in Hospitality
Several hospitality businesses have already embraced social value recruitment with impressive results:
1. Hyatt Loves Local - Hyatt's initiative supports local businesses at over 100 of their hotels worldwide, offering guests unique experiences linked to local cultural heritage. This program not only enhances the guest experience but also contributes to local economic development.
2. The Clink in Brixton Prison - Some hotel groups work with ex-offenders and rehabilitation programs, such as The Clink in Brixton Prison, which trains prisoners in skills required to work in commercial kitchens. This not only provides valuable skills to individuals but also helps address the industry's skills shortage.
But we know that we also need to look at overcoming challenges in Implementation. so while the benefits of social value recruitment are clear, hospitality businesses may face challenges in implementation:
1. Misconceptions about Candidate Qualifications - Some managers may have concerns about the qualifications or work readiness of candidates from disadvantaged backgrounds. Addressing these misconceptions through education and showcasing success stories is crucial.
2. Additional Training Requirements - Candidates from disadvantaged backgrounds may require additional training or support. However, the long-term benefits of loyal, motivated employees often outweigh these initial investments.
3. Integration Difficulties - Ensuring smooth integration of diverse hires into existing teams may require additional effort and resources. Implementing robust onboarding processes and fostering an inclusive workplace culture is key to overcoming this challenge.
4. Measuring Return on Investment - Quantifying the ROI of social value recruitment can be complex. Developing comprehensive metrics that go beyond traditional KPIs and consider long-term benefits is essential.
So, now taking all this into account, what is the Future of Social Value Recruitment in Hospitality? Well as the hospitality industry continues to evolve, social value recruitment is poised to become an integral part of business strategy. Several trends are likely to shape its future:
1. Technology Integration - Expect to see more AI-driven tools designed to remove bias from hiring processes and match disadvantaged candidates with suitable roles in the hospitality sector.
2. Government Incentives - Increased government support through tax breaks and grants for hospitality businesses practising social value recruitment is likely, especially as part of post-pandemic recovery efforts. The Get Britain Working White Paper is a clear indication of this trend.
3. Consumer Demand - As awareness grows, travellers will increasingly favour hotels and restaurants that demonstrate strong social value practices, including in their hiring.
4. Industry Collaboration - Cross-sector partnerships will emerge, creating larger pools of diverse talent and shared resources for training and development within the hospitality industry. This has already been seen via #SRAG, and I can give first-hand experience of this.
5. Global Expansion - The principles of social value recruitment will spread internationally, adapting to local contexts and challenges in different hospitality markets worldwide.
Now for a golden nugget and that is that we can not do this alone, and as social value recruitment lead for The Omni Group - Omni Facilities Management I collaborate with a lot of stakeholders within the business, but one key aspect to look at is the role of Leadership in Driving Change. So for social value recruitment to truly take root in the hospitality industry, leadership commitment is crucial. Leaders must:
1. Champion the Cause: Actively promote the benefits of social value recruitment within their organisations and the broader industry.
2. Lead by Example: Implement social value recruitment practices in their own hiring decisions and encourage others to follow suit.
3. Allocate Resources: Invest in necessary training, support systems, and partnerships to ensure the success of social value recruitment initiatives.
4. Foster an Inclusive Culture: Create a workplace environment that welcomes diversity and supports the integration of employees from all backgrounds.
5. Measure and Communicate Impact: Regularly assess the outcomes of social value recruitment efforts and share success stories both internally and externally.
Those that I know who are reading this will know that this is a passion of mine but also a Personal Commitment to Social Value Recruitment that is embedded into me like my tattoos. So as someone who has been an ambassador for social value recruitment for many years, I've witnessed firsthand the transformative power of these initiatives. My commitment to this cause stems from a deep-seated belief in the potential of every individual, regardless of their background or circumstances.
Throughout my career, I've advocated for inclusive hiring practices, partnered with organisations like PeoplePlus Scotland PeoplePlus UK Down's Syndrome Association Department for Work and Pensions (DWP) to name a few, and worked to educate fellow industry leaders on the benefits of social value recruitment. This journey has been both challenging and rewarding, filled with inspiring success stories and valuable lessons.
The unveiling of the Get Britain Working White Paper represents a significant milestone in this ongoing journey. It validates the efforts of those who have long championed social value recruitment and provides a robust framework for wider adoption across industries, including hospitality.
Now it is time to put out A Call to Action for the Hospitality Industry
The hospitality industry has always prided itself on creating welcoming environments for guests from all walks of life. It's time to extend that same spirit of inclusivity to our hiring practices. By embracing social value recruitment, we have the opportunity to address our staffing challenges while simultaneously making a profound impact on individuals and communities.
As we recover from the impacts of the pandemic and face new economic challenges, social value recruitment offers a path to not only rebuild our workforce but to do so in a way that strengthens the very fabric of our society. PeoplePlus UK initiatives provide the framework, and the Get Britain Working White Paper offers national support; it's up to us as an industry to step up and lead by example.
Let's challenge ourselves to move beyond isolated efforts and create an industry-wide movement. By doing so, we can transform the hospitality sector into a beacon of social responsibility, setting a new standard for ethical and effective recruitment practices across all industries.
The time for hesitation has passed. The hospitality industry must unite and commit to social value recruitment, not just as a noble gesture, but as a fundamental aspect of our business strategy. Together, we can create a more inclusive, resilient, and prosperous future for our industry and the communities we serve.
As we look to the future, let us remember that every hiring decision is an opportunity to change a life, strengthen a community, and build a better world. The hospitality industry, with its global reach and diverse workforce, has the power to lead this transformation. It's time to embrace that power and make social value recruitment the new standard in our industry.
By utilising these tools and embracing the principles of social value recruitment, the hospitality industry can lead the way in creating a more inclusive and equitable job market, while simultaneously addressing its own staffing challenges and contributing to broader societal well-being.
As we move forward, let's remember that the journey towards widespread adoption of social value recruitment in hospitality is not just about meeting targets or fulfilling obligations. It's about fundamentally reshaping our industry to be more inclusive, resilient, and socially responsible. It's about recognising the untapped potential in every individual and giving them the opportunity to thrive.
In my years as an ambassador for this cause, I've seen the profound impact that social value recruitment can have—not just on individuals and businesses, but on entire communities. The Get Britain Working White Paper, coupled with initiatives like the PeoplePlus Social Recruitment Framework, provides us with unprecedented support and resources to make this vision a reality.
Now is the time for every hospitality business, from small independent establishments to large international chains, to embrace social value recruitment. By doing so, we not only address our industry's challenges but also contribute to building a more equitable and prosperous society for all.
Let this be our legacy—a hospitality industry that not only welcomes guests from all walks of life but also opens its doors to employees from all backgrounds, creating opportunities, changing lives, and setting a new standard for social responsibility in business.
Together, we can make social value recruitment more than just a strategy—we can make it the very essence of how we operate in the hospitality industry. The journey ahead may be challenging, but the rewards—for our businesses, our employees, and our communities—are immeasurable. Let's embark on this transformative journey together, shaping a brighter, more inclusive future for the hospitality industry and beyond.
#SocialValueRecruitment #HospitalityInnovation #InclusiveWorkforce #GetBritainWorking #SocialImpact #HospitalityJobs #DiverseHiring #IndustryTransformation #hrcommunity #businessleaders #SocialRecruitmentCovenant #HospitalityForInclusion #InclusiveHiring #WorkplaceDiversity #SocialImpact #DiversityandInclusion #SocialValue #EqualOpportunity #SocialResponsibility #DiverseTalent #EmployerEngagement #hrcommunity #facilitiesmanagement #hospitalitysector #hospitalitylearders #hotelowners #calltoaction #srag
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Unleashing the power of Age Inclusion as Business Development Director @ 55/Redefined | Inspiring Businesses to Attract, Grow & Engage Over-50s Talent | Trustee @ Longfield Hospice
2 个月Super insightful, Peter Lee. I share your passion for the critical role of social value in our workplace and the communities we’re fortunate enough to serve. Massive fan of the gang at PeoplePlus UK too! ??
Wow Peter Lee - this really does cover all the bases and reflect your personal commitment to the cause from the perspective of the hospitality industry. So much to take away from this. ?? ?? ?? Case studies very useful too. Thanks for sharing.