A new hospitality recruitment initiative has been launched in Scotland to tackle the sector’s jobs crisis.
Hospitality Rising’s new campaign is backed by more than 300 businesses across Scotland and the UK, in a bid to help fill the industry’s 400,000 vacancies.
Hospitality group Buzzworks Holdings, the Scottish Tourism Alliance and the Scottish Hospitality Group are all part of the drive to attract new recruits by showcasing the opportunities that come with a career in hospitality.
Phase one of a six-figure advertising campaign involves TikTok creators, digital ads and outdoor spots across the UK.
Backed by chefs Tom Kerridge, Angela Hartnett and Raymond Blanc, alongside brands including Pret A Manger, Prezzo and Hilton, they are designed to inspire Generation Z job seekers.
Mark McCulloch, founder of Hospitality Rising and campaign director, said: “This movement represents a major moment in hospitality history, particularly as vacancies have reached the 400,000 mark.
“In the last few months, we have been working behind the scenes with plans to promote working in hospitality as the ultimate choice for the ambitious, and as an act of rebellion against the nine to five.”
The DRG, Manorview Hotels & Leisure Group, Signature Pubs, Montpeliers and The Fife Arms in Braemar are just some of the other Scottish businesses that have signed up to support the campaign.
By asking backers to pledge £10 per employee, it aims to reach a £5m target allowing for a "government-sized" collaborative campaign that will change the perception of the industry and bolster its workforce for good. The campaign’s efforts have so far raised £800,000.
Kenny Blair, managing director of Buzzworks Holdings, said: “It has been a challenging few years for the industry and there has been a shortage of suitable candidates to fill positions both front of house and in kitchens across the country, including our own venues.
“With Buzzworks ambitious expansion plans, we are in constant need to match new recruits to our current vacancies in order for the business to really thrive.
“As a family owned company, we know the importance of our people, our success has been built on this, and alongside the industry leading training and benefits that we provide Buzzworks is keen to help showcase hospitality as a fantastic career option for all.”
Kate Nicholls OBE, chief executive of UKHospitality, the trade body that represents over 740 companies and around 10,000 venues, added: “The diverse businesses in the sector have a real thirst to expand and drive growth but the high level of vacancies we continue to see is holding that back.”
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