A national advertising initiative to increase awareness of the value of career paths within the pubs and bar sector has received funding from trade association the Association of Licensed Multiple Retailers (ALMR).
The initiative comes from the Perceptions Group, Pubs & Bars, and is a month-long online display advertising campaign running on three national newspaper websites: the Daily Mail, the Daily Telegraph, and the Guardian.
Launched on 1 May, it is seeking to show the public that jobs within hospitality do not have to be short term options, and can offer a rewarding career path. It is expected to reach 90,000 people by end of May, with nearly 37,000 having already seen the advertising banners.
The move comes ahead of the Pub & Bar Careers website, which is due to go live in June.
Keith Knowles, chairman of the Perceptions Group, Pub & Bar Careers explained that the campaign would help address the problems of youth unemployment and show how promising a career in hospitality could be. He also stated that the pub and bar industry was seeking to fill 212,000 jobs by the year 2020.
He said: "This is a great opportunity for pub and bar careers to gain some national awareness. This advertising campaign allows us to demonstrate not only to young people, but also to parents, teachers and careers advisors the wide variety of career paths that are available."
ALMR chief executive Kate Nicholls said: "The ALMR is renewing its focus to promote job opportunities in licensed hospitality and change people's perceptions about working in pubs and bars. [We are] proud to support the Pub & Bar Careers and to lend our weight to a campaign that will give more people a chance to discover a rewarding career in licensed hospitality."
The Perceptions Group is made up of industry professionals including the chairman and chief executive of the Beds & Bars Group, Keith Knowles; vice chairman and managing director of Yummy Pubs, Anthony Pender; and representatives from the professional trade associations the British Beer and Pubs Association; the British Institute of Innkeeping; the All Party Parliamentary Beer Group, and the ALMR.