9 Ways to Attract New Generation Hospitality Workers

Finding and keeping great hospitality talent is harder than ever. Younger generations, including restaurant workers, aren't jumping into these jobs like before. They want more than just a paycheck - they want work that fits their lifestyle, values, and future goals. With the rise of the gig economy and opportunities for freelance work, traditional hospitality roles face stiff competition.

So, how can you attract new generation hospitality workers and keep them interested, motivated, and devoted to your company for the long term? Let us break it down.

Why is it So Difficult to Find Good Hospitality Staff?

The hospitality and restaurant industry has traditionally had a high personnel turnover rate, but it's getting much tougher. Many younger workers, including restaurant workers, are turned off by the long hours, poor compensation, and high-stress levels. They have more career opportunities in technology, remote work, and the gig economy, which provide greater flexibility and options for freelance work.

Generation Z is a tech-savvy generation that has grown up with instant gratification. Today's gen z workforce has new expectations for job fulfillment. Many young professionals see hospitality as a stepping stone rather than a long-term career.

Negative impressions about work conditions in the hospitality business make it more difficult to attract top Gen Z talent. Staffing shortages have become a significant challenge for the industry, making effective talent acquisition crucial.

What Do Young Workers Want in a Job?

1. Younger generations are looking beyond their salary. They want:

• Work-life balance – No one enjoys working nonstop and being burnt out. Having a flexible schedule is essential for recruiting Gen Z talent, especially in the era of the gig economy and increasing opportunities for freelance work.

• Fair compensation – They will accept it if they can earn more money in a different career with less stress. Offering competitive remuneration is vital for standing out, particularly for restaurant workers.

• A clear professional path – They want to know there's room for advancement. Professional development opportunities and potential career pathways should be highlighted.

• A positive work environment – Hospitality leaders must develop a friendly working atmosphere. A comfortable work culture requires respect, cooperation, and effective leadership.

• A job that matches their values – Many care about sustainability, diversity, and workplace culture. Businesses that align with their values will attract and retain Gen Z staff.

Here’s How to Get Younger Generations to the Hospitality Industry!

1. Now that we know what young professionals want in a job let's look at how businesses can meet those expectations. Attracting and retaining Gen Z workers is more than just paying wages—it's about creating a work environment that matches their values, career goals, and lifestyle. From simplifying hiring to fostering career development, here's what hospitality leaders can do to get top Gen Z talent and keep them engaged.

1. Make Hiring Quick and Easy

Young workers do not want a lengthy, difficult hiring process. Keep things simple:

• Use social media and job boards to find fresh talent.

• Keep applications brief; no one wants to spend an hour filling out paperwork.

• Provide brief, casual interviews—virtual options can assist simplify procedures.

• Follow up quickly—if they don't hear back, they'll go on to the next job offer.

• To attract more people, post available positions on a job platform with clear, compelling job descriptions.

Use ATS software to automate resume screening, speed up responses, and keep candidates engaged. Implementing effective recruitment strategies and streamlining the hiring process can significantly improve your talent acquisition efforts. Adopt a mobile-first approach in your hiring process to cater to the tech-savvy generation.

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2. Create a Workplace They’ll Love

Younger employees, including restaurant workers, won't stay in a job that makes them miserable. Improve retention by: 

• Offering flexible schedules so they can balance work and life. Generation Z prefers a career that allows personal time, similar to the flexibility offered in the gig economy and freelance work.

• Paying competitive wages with perks like free meals or discounts. Higher pay attracts and retains Gen Z workers.

• Providing proper training to help new employees feel confident and capable. Training should include digital tools and mobile applications that make learning easier.

Developing a strong employee value proposition and focusing on employer branding can help create an attractive workplace for the gen z workforce.

3. Use Technology to Attract Tech-Savvy Workers

The younger workforce is tech-driven. If your business still relies on outdated systems, it's a turn-off. Upgrade by:

• Using digital scheduling apps to make shift swaps and time-off requests easy.

• Implementing self-ordering kiosks or mobile payment systems. Modern technology improves efficiency.

• Upgrading catering equipment to include smart appliances that streamline operations and improve productivity.

• Offering online training programs so new hires can learn at their own pace. Digital natives prefer flexible learning options.

• Incorporating conversational AI for customer service and employee assistance, showcasing your commitment to cutting-edge technology.

• Utilizing mobile applications for various aspects of work, from inventory management to customer feedback collection.

Embracing digital communication and a mobile-first approach can make your workplace more appealing to tech-savvy Gen Z workers.

4. Focus on Growth and Career Paths

Hospitality isn't just a short-term gig—it can be a long-term career. Show them how they can grow:

• Gen Zers value career development, so offering clear career pathways to management roles will help retain them. Upward mobility is key to retaining young talent.

• Offer leadership training and mentorship programs to help young workers build the skills needed for career advancement. Career development builds loyalty.

• Share success stories of current employees who have climbed the ladder. Retain Gen Z by showing real growth opportunities.

• Implement career branding strategies to help employees visualize their future in the hospitality industry.

5. Create a Fun and Supportive Work Culture

People want to enjoy their jobs. A toxic work environment will push young people away. Instead:

• Foster teamwork and respect among staff.

• Recognize the hard work of frontline employees with rewards, bonuses, or fun incentives. Employee recognition improves job satisfaction.

• Make the workplace feel like a community, not just a job.

6. Be a Business That Truly Cares

Younger workers care about the bigger picture. Show them that your business stands for something:

• Support environmental sustainability—reduce waste and use eco-friendly practices.

• Offer mental health support and wellness programs. Human resources should prioritize well-being.

• Give back to the community through volunteer work and donations. Being involved in different cultures builds a strong brand.

• Partnering with a lodging association can help businesses stay ahead of industry trends and improve workplace culture.

Demonstrating social responsibility and implementing sustainable practices can appeal to the social consciousness of Gen Z workers.

7. Pay Competitive Wages and Perks

Higher pay is one of the strongest motivators for young talent, especially for restaurant workers. If hospitality businesses want to compete with other industries, the gig economy, and freelance work opportunities, they need to pay wages that reflect the cost of living and the demands of the job.

However, it is not only about pay—benefits like health insurance, paid time off, and performance bonuses may also help attract and keep Gen Z employees. Offering perks like gym memberships, transportation allowances, or tuition assistance for professional development can make jobs in hospitality more appealing to the next generation.

8. Show Off Your Workplace on Social Media

Gen Z workers are digital natives, which means they rely heavily on social media to research potential employers. Businesses that actively promote their work culture, employee testimonials, and behind-the-scenes footage on sites such as Instagram, TikTok, and LinkedIn can recruit more young talent. Highlighting professional development possibilities, diversity efforts, and workplace activities may help you build a favorable online presence and attract more job seekers from the talent pool. Effective recruitment marketing through social media can significantly boost your employer branding efforts and career branding initiatives.

9. Support Diversity and Inclusion

Generation Z values inclusivity and representation. They want to work for businesses that embrace different cultures and backgrounds. Hospitality businesses can attract and retain Gen Z workers by creating a welcoming and inclusive environment. This includes offering diversity training, creating employee resource groups, and ensuring leadership teams reflect a range of perspectives. A strong dedication to diversity can make a company more attractive to young employees and create a more positive work environment.

Looking Ahead

It's not impossible to attract and retain young hospitality workers – it just requires a change. But how do you attract new-gen hospitality workers? Create a better workplace, offer career progression, and use technology to access a bigger talent pool. With hospitality talent in high demand, making these changes will secure the industry's future. Embracing a mobile-first approach and integrating mobile applications and conversational AI can set your business apart in attracting tech-savvy Gen Z workers.

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FAQs

1. How do you get new clients in the hotel industry?

Businesses may attract new clients by using digital marketing, individualized customer service experiences, loyalty programs, influencer collaborations, and positive online reviews.

2. What does Generation Z represent in the hotel industry?

Gen Z (born between 1997 and 2012) is the hotel industry's most recent workforce, bringing technical expertise, a preference for work-life balance, and a desire for meaningful, long-term careers.

3. How do you acquire and retain Generation Z and Alpha talent in the hospitality industry?

To attract and retain Generation Z and Alpha talent, hotels must prioritize digital recruiting, flexible work hours, continuing learning programs, environmental initiatives, and strong corporate values. Implementing a mobile-first approach and leveraging mobile applications and conversational AI can also appeal to these tech-savvy generations.

4. How important are pay and benefits in recruiting the next generation of employees?

While cash is crucial, young professionals are increasingly valuing other benefits like mental health care, paid time off, training programs, and performance-based incentives. Competitive wages are especially important for restaurant workers and those considering gig economy or freelance work opportunities.

5. What role does workplace culture have in recruiting and keeping young hospitality professionals?

A supportive, inclusive, and engaging company culture improves employee retention. Mentorship, team-building events, and recognition programs may have a major impact. Effective career branding can also help young professionals envision a long-term future in the hospitality industry.

Author:

This article is written by Jason Rasmuson in close association with HR Cloud. HR Cloud is a leading provider of proven HR solutions, including recruiting, onboarding, employee communications & engagement, and rewards & recognition. Our user-friendly software increases employee productivity, delivers time and cost savings, and minimizes compliance risk.