May/June 2008

Debby Cannon, Ph.D., CHE
Director, School of Hospitality, Georgia State University

A marketing plan is a management tool that is routinely found in all types of foodservice operations from independents and chains, small and large.  With the challenges typically faced in recruiting and selecting quality employees, the development of a marketing plan for human resources is strongly recommended.

Today’s workforce is diverse in multiple ways – ethnic, generational, socioeconomic – and one uniform approach to recruiting is no longer effective. Understanding the target populations (for potential employees) and what may attract quality applicants requires planning and forethought.  Recruiting can be an expensive and time-consuming process.  While a human resources marketing plan may not guarantee maximum return on investment (ROI) on recruiting efforts, it will increase the optimum use of your time and dollars.

As with any traditional marketing plan, there are several components to evaluate:

1.   Identify your restaurant’s mission and values. 

• What do you stand for?
• What is special about working for your operation?
• What is the background of your restaurant – the history and traditions – that may be attractive to potential employees?

2.   Evaluate environmental scans and develop a SWOT analysis (analysis of Strengths, Weaknesses, Opportunities and Threats).

• What is the total recruiting environment?
• Is your pay and benefit package competitive?
• Are the working conditions positive?
• Is your location convenient?
• Is there opportunity for career growth/learning new skills?
• Is there a threat from surrounding competition (which can include a variety of industries beyond foodservice and hospitality) for employees?
• What makes you stand apart – in a positive way – from the competition?

3.  Create goals and action plans.

• What are your recruiting goals? Are you seeking employees who can grow with your operation? Are you looking for more seasonal, short-term workers?
• If you have multiple locations, how do these plans vary by unit? Obviously with all recruiting and selection activities, you have to comply with all governmental and legal requirements. That is an essential must.

Once you have a plan, the next step is to objectively critique the recruiting materials you are currently using. Utilize recruiting materials to extend your brand and show you are an “employer of choice”. Below are suggestions on giving a “punch” to your recruiting efforts:

1. Use testimonials from existing employees with visuals – photos of employees enjoying what they are doing – reflecting different ethnic/racial backgrounds, ages, gender.  Most of us are strongly visual in what attracts our attention. Bring your ads, flyers and websites to life with real people talking about positive, great experiences gained through working at your restaurant.
2. Ask your existing employees – particularly the top performers – what attracted them to your restaurant and what they like most about working for you.  Not only is this great “testimonial” material, learning from existing employees definitely presents an opportunity to enhance your recruiting strategies. Great pay and benefits are obviously important but, typically, these factors are not the main reasons for employee retention.  Find out the key reasons from your longer-term employees and incorporate these into your HR marketing plan.
3. If you do not have a website for your restaurant, get one – especially if you want to have an ongoing connection to anyone under the age of 30-something.  Indicate your website in ads, on flyers and other recruiting materials.  Look at the websites of other companies – restaurants, hotels, attractions – and get ideas. Starbucks’ website is a good benchmark. It contains a number of positive photos and a great deal of information that is well-presented.
4. Remember the impact of “grass roots” recruiting. Knowing the demographics of your surrounding area and relating to nearby target populations can be very effective. Maybe there are schools, colleges, universities nearby? Perhaps subdivisions with retirees or parents looking for flexible part-time work? Or ethnic communities that you can best reach through neighborhood newspapers that are printed in the appropriate native languages. These low-cost approaches that can have high ROI potential.
5. Don’t forget the “word of mouth” approach in utilizing current employees. Some companies provide incentives for employees such as bonuses for referrals if new employees stay for a certain length of time (60 to 90 days is typical).  Perhaps add “recruiter” to each person’s job title or provide employees with personalized business cards with the restaurant’s contact information.

Of course, a restaurant’s marketing plan for human resources should be supported by an overall HR strategic plan that addresses all of the necessary components linked to employee recruiting and retention.

This entry was posted on Thursday, May 15th, 2008 at 5:46 pm and is filed under Management.