Attracting new recruits and changing the perception of the industry will be the focus of October's Hospitality Apprenticeships Week 2021.
The event – entitled More Than a Job – will also launch the first hospitality apprenticeships hub, a one-stop shop for careers advice and apprenticeship opportunities.
Employers will be encouraged to use the hashtag #MoreThanAJob to educate and inspire potential recruits about the breadth of roles and development opportunities hospitality can offer, as well as showcase their brand and current apprenticeship vacancies.
Different themes each day will include a focus on different roles, including chef, front of house, supervisory and management positions.
The campaign has been developed by the Hospitality Apprenticeships Steering Group, made up of some of the industry's biggest employers, training providers, trade bodies and government representatives.
Chris Gamm, chief executive of hospitality charity Springboard, one of the organisations behind the event and the hub, which will be hosted by industry support platform CareerScope, said that Hospitality Apprenticeships Week is the chance "to attract more home-grown talent to address the current staffing shortages and ensure there is a sustainable talent pipeline for many years to come" by showing that the industry is both "fun and dynamic".
Kate Nicholls, chief executive of UKHospitality and member of the steering group, added that the event is "a fantastic way" for people to learn about the wide range of roles in the sector, at a time when there are many opportunities to join the sector's post-Covid renaissance.
Nicholls said: "Anyone looking for a new job or a change of career would do well to take a look at what the sector has to offer. With furlough coming to an end from October and a shortage of staff in the sector, this is perfect timing."
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