New image, better staff
To attract the best people, the industry needs a good PR job, says Phil Hooper.
If there's one thing the Pop Idol phenomenon has done for Britain's employers, it has demonstrated that thousands of young people still dream of a future packed with glamour, excitement, public adoration and lots of money.
Unfortunately, what this highlights for me is that, too often, young people's career aspirations are a far cry from the image and opportunities provided by our own industry.
At Sodexho, our research into graduate perceptions shows that university leavers fail to be enticed by the prospect of considering long-term career options in our sector. They perceive jobs in catering and hospitality to be poorly paid and manually taxing, with unsocial hours.
What can be done to change these perceptions? Here's my five-point plan:
1. We need to market ourselves better to potential employees, starting in the careers departments of colleges and universities. We have to make information available that shows the depth and breadth of career opportunities available in the industry.
2. We must use the information sources that students find most helpful. The Internet is very popular among graduates researching job opportunities. We need to ensure that information on a Web site is graduate-friendly and truly reflects a company's culture. In addition, although applications can easily be taken online, these sorts of functions are rarely available in our sector, so there's an image that the industry is behind the times.
3. Managers need to show the authority and willingness to get out there and talk to graduates in person. It's rare for companies in the sector to conduct a "milk round" of major universities, but that sort of forum offers some of the best opportunities to meet potential trainees face-to-face.
4. It's vital that we demonstrate that the industry offers flexible and part-time working opportunities for employees. In a world where finding a balance between home and work life is increasingly difficult, our sector does allow employees to work in a more flexible way. This is a positive fact that is rarely communicated.
5. Too often there's a perception that jobs in the industry are unstable or insecure, particularly after 11 September. We need to demonstrate that catering and hospitality is one of the few sectors that prevails even in demanding economic conditions. We operate in a resilient environment where career opportunities are, in fact, increasing in number.
Only when we start to consider some of these factors seriously can we start addressing the image problem that our industry has, make some real strides to change things and start opening the door to more of the best people.
Phil Hooper is marketing and communications director for Sodexho UK & Ireland
