Hospitality Rising: major recruitment campaign launches to tackle staffing crisis

Hospitality Rising, a high-profile advertising campaign aimed at tackling the industry's staffing crisis, has launched with the backing of top chefs including Tom Kerridge, Angela Hartnett, Rick Stein and Raymond Blanc.

The campaign launched this morning (24 October) with a

With around 400,000 vacancies having left businesses scaling back operations and putting new ventures on hold, Hospitality Rising hopes to capture the interest of young people with straplines including ‘you can’t get further faster’ and ‘9-5ers wouldn’t get it’.

The six-figure campaign has been developed by former Pret A Manger and YO! Marketing chief Mark McCulloch with the backing of more than 300 businesses and trade bodies. It will target people aged under 30 and direct them towards a jobs board. More than 5,000 vacancies across a varied number of roles have already been posted by backers of the campaign.

It will be delivered using bespoke content from TikTok creators, digital adverts across social media platforms including Facebook, Instagram, and YouTube as well as high-profile outdoor advertisement across the UK, which will be unveiled on a city-by-city basis over the coming weeks. Television and radio campaigns could be used in future.

McCulloch said it had been a “dizzying day”, with people saying they were “proud for this to represent the industry”.

He added: “This movement represents a major moment in hospitality history, particularly as vacancies have reached the 400,000 mark. To have so many leading names support this initiative shows the importance of it to our industry.

“Hospitality is a sector that’s exciting, rewarding and offers fast growth, because it gives you the life skills to build your own future self and enjoy success - all while having fun.

“In the last few months, we have been working behind the scenes with plans to promote working in hospitality as the ultimate choice for the ambitious, and as an act of rebellion against the 9-5.

“We are all united in our approach to make hospitality a preferred job and career choice for all. I have no doubt that this will be something we can look back on with pride.”

The businesses signed up to the campaign include Whitbread, Pret, Welcome Break, Hilton, IHG, Soho House, Prezzo, Revolution Bars, Parkdean Resorts, Claridge’s, Hawksmoor and Pho.

Backers have pledged £10 per employee to help Hospitality Rising reach a £5m target, which would allow for a ‘government-sized campaign helping to change perceptions of hospitality and bolster its workforce. So far £850,000 has been raised.

McCulloch called on more businesses to get involved and added “the only way this won't work is if people don’t invest”.

Kerridge said: “My whole life has been immersed in hospitality, from cooking for my little brother as a kid, to starting the Hand & Flowers [pub] and growing my business into what it is today. We have to make sure the next generation of chefs, front of house, bar tenders, kitchen porters and managers are all coming through and that the industry is seen as a lifelong career that can give you amazing experiences.”

UKHospitality chief executive Kate Nicholls added: “The diverse businesses in the sector have a real thirst to expand and drive growth but the high level of vacancies we continue to see is holding that back. That’s why this campaign is so important in seeing companies, leaders and investors from hospitality join forces to attract young people into the sector.

“I’m confident there is a role for everyone in hospitality and I’m excited about what this campaign will be able to deliver.”

To view the Hospitality Rising website click here.