How Your Employer Brand Can Help You Recruit Hospitality Staff Via Social Media

Time to Read: 4 minutes

Updated: July 12, 2023

The hospitality industry is used to using social media to generate buzz, build business and appeal to customers, but more and more hospitality employers are discovering the power of social media to attract and retain talent. Good use of social media has the potential to revolutionize hospitality recruitment at a time when finding, and holding on to, skilled hospitality staff is getting harder.

The Power of Employer Branding

The US hospitality and food service industries have found it difficult to retain workers with over 1 million workers leaving the industry in March 2023, according to the US Chamber of Commerce. Despite this, hiring rates are outpacing quit rates as employers embrace new strategies to appeal to candidates.

Your employer branding is crucial in attracting talent as it showcases the unique culture, values, and benefits of working for a company, making it more appealing to potential candidates. In a competitive hospitality recruitment market, a strong employer brand helps to set you apart from your competitors and positions your company as an employer of choice, increasing the likelihood of attracting highly skilled hospitality professionals.

Leveraging Social Media for Hospitality Recruitment

Social media has emerged as a powerful tool for hospitality recruitment. With its broad reach, targeted advertising options, and interactive platforms, social media allows employers to connect with candidates better.

Over 58% of candidates use social media regularly as part of their job search and nearly half of millennials and Gen Z job seekers have applied to roles found through social media platforms. These statistics underline the importance for hospitality employers to establish a presence on popular social media platforms.

To develop an authentic and compelling presence on social media, employers should share behind-the-scenes content, encourage employee testimonials, interact with followers, and align their brand messaging with the target audience’s interests and aspirations.

Partnering with an RPO (Recruitment Process Outsourcing) provider can greatly enhance the effectiveness of hospitality employers’ social media recruitment efforts. RPO providers specialize in crafting targeted campaigns, managing employer branding, and building recruitment strategies, ensuring that you can tap into social media’s potential to attract top talent.

Navigate the Competitive Hospitality Job Market More Effectively By:

1. Showcasing Company Culture and Values

Communicating your company culture early and well ensures a good cultural fit between you and any potential candidates and provides better engagement, performance, and employee satisfaction. Highlighting a positive company culture and values on social media is a great way to show off what makes you unique as an employer.

2. Engaging with Potential Candidates

When building a hospitality recruitment strategy that uses social media it’s important to maintain active engagement with potential candidates to maintain interest and build relationships. Responding promptly to inquiries, comments and messages demonstrates professionalism and encourages further interaction.

3. Using Visual Content to Attract Candidates

Visual content, such as photos and videos, is very powerful for capturing attention on social media platforms. Staying aware of key social media trends will help keep your content relevant and impactful.

To create visually appealing content that showcases the hospitality workplace, use high-quality images and videos, highlight the unique ambiance and amenities of your business, and feature enthusiastic staff members in action to convey an immersive experience that resonates with potential candidates.

4. Showcasing Employee Experience

Employee testimonials and success stories on social media have a significant impact on hospitality recruitment campaigns, as they provide authentic insights into the company’s culture and work environment.

To encourage employees to share their positive experiences, employers can offer incentives, provide easy-to-use platforms for sharing, celebrate achievements publicly, and showcase employee contributions through recognition programs, fostering a sense of pride and engagement.

5. Working with Industry Partners

Collaborating with influencers and industry partners on social media can greatly benefit hospitality recruitment efforts. By partnering with influencers who have a strong presence in the industry, employers can reach a wider pool of potential candidates, increase credibility, and tap into niche talent communities.

Successful examples include influencer-driven recruitment campaigns, co-created content showcasing the employer’s workplace culture, and partnerships with industry organizations for talent acquisition initiatives. These collaborations amplify brand visibility, attract qualified candidates, and enhance the recruitment strategy in the competitive hospitality sector.

6. Tracking and Measuring the Success of Social Media Recruiting

Tracking metrics and measuring the effectiveness of social media recruiting efforts is essential for hospitality employers. Key performance indicators (KPIs) such as applicant source tracking, conversion rates, engagement levels, and cost per hire can help monitor and evaluate the impact of social media on recruitment success, enabling data-driven decision-making and continuous refinement of your strategy.

By partnering with an RPO provider like Pierpoint you can access the latest industry insights as well as next-generation tools and tech to make sure your business’s social media strategy is always reaching the candidates you want to attract. Book a call with one of our consultants to find out more.

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Jen Mulholland

Jen is a successful recruitment and marketing professional. Driven by a genuine passion for writing, she provides insightful, accurate and engaging content for the Human Resources community across a wide range of topics and industries.

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