Foodservice Cateys 2022: Innovation Award – Michaela Mulvey, BM

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The winner of the 2022 Innovation Award harnessed the power of social media network TikTok to tackle one of the most pertinent challenges faced by the industry.

With job vacancies having risen in the sector by almost 700% since 2021 and the hiring and retaining of talent proving to be one of the biggest challenges faced by her employer, digital marketing manager Michaela Mulvey of BM realised the same old methods were not going to reap rewards.

In response Mulvey drew together a plan to use TikTok to increase job applications and create greater awareness of BM’s corporate and employer brands. The caterer’s channel has been populated with videos of chefs and baristas from all corners of the business, showcasing short dish and drink demonstrations. To pull together content Mulvey asked BM’s teams for their suggestions and worked with them to create the videos.

The results have been incredible. Videos have been viewed six million times, the account has gained 37,000 followers and BM has seen a 900% increase in visits to its recruitment website and a 14% reduction in the ratio of open vacancies to employees across the group.

Mulvey recognised the potential of TikTok’s 23 million UK users, 40% of whom are aged between 18 and 24, and spend an average of 95 minutes on the app every day. However, she has not limited the reach of the content produced and has also posted to sites including LinkedIn, Instagram and Facebook to maximise reach across age groups. This has in turn increased the group’s Instagram following by 80%.

The videos, which provide a fun insight into the creativity of the kitchen, have helped to communicate the business’ culture and sold it as a great place to work – BM has even received speculative CVs.

Mulvey said: “Using TikTok is not a short game; it requires a long-term investment and providing value to the people interested enough to follow us. It’s less about ‘what can I get out of it’, and more of ‘what can I give to it’. Advertising vacancies is beneficial to a business but provides little value to the viewer. We have chosen persuasive and compelling videos.”

So successful and enticing is the content that the caterer has been approached by LADbible, which wants to syndicate its videos.

What the judges said

“Michaela has shown you don’t need a big budget to fix the recruitment challenge that our industry faces. What you need is creativity and a different mindset to connect with the next generation of hospitality talent.” Greg Bramwell

“Michaela has shaken up the industry with her new and unique approach to tackle the recruitment challenges we are facing.” Michiel Hagman

“A clear example of an innovative approach to one of the biggest industry challenges – recruiting people. The strategic thinking demonstrated in identifying and utilising TikTok is key in the awarding of this category.” Charles Abraham

The shortlist

Barry Jordan, Devil’s Kitchen

Collectiv Food

Michaela Mulvey, BM

Past winners

2019 Hampshire County Council Catering Services

2018 Elior UK

2017 Derbyshire County Council

2016 ISS Food and Hospitality

2015 Andy Jones ISS Healthcare and the Hospital Caterers Association

2014 The Genuine Dining Co