Experiential Recruitment: The Future of Hiring in Hospitality

Sometimes, the best ideas come to us in the most unexpected places. For me, the concept of the "Recruitment Restaurant" was born in the shower. As I was thinking about our ultimate goal at Step Ahead—to source the RIGHT people for our employers—I realised that traditional recruitment methods, especially relying on CVs, fall short in showcasing the attributes that truly matter in the Hospitality industry.

The Recruitment Restaurant: Turning an Idea into Reality

What began as a simple idea has blossomed into a groundbreaking event. Our inaugural "Recruitment Restaurant" with Westminster Works became a full-blown restaurant with 80 covers, held at Westminster Kingsway College. This event was an incredible success, thanks to the collaboration with the college, which provided the venue, commercial kitchen, and bar.

The evening was staffed by our candidates, and supervised by the Moma Group management team, including chefs, kitchen porters, waiters, food runners, hosts, and cloakroom attendants. Guests were treated to a complimentary three-course meal with wine and had access to a paid bar, run by a WKC student and two Step Ahead staff members. Feedback forms from guests provided invaluable insights into the performance of the candidates, informing hiring decisions for restaurant management.

Why Experiential Recruitment Works

Traditional CVs often fail to capture the key attributes that employers in the hospitality industry are looking for. Skills like customer service, teamwork, adaptability, and a positive attitude are difficult to convey on paper but are crucial for success in hospitality roles. Experiential recruitment allows employers to see these attributes in action.

During our event, candidates demonstrated their skills in a real-world setting, interacting with guests and handling the pressures of a busy restaurant. This approach provided a much clearer picture of their capabilities than any CV ever could. As a result, candidates were able to showcase their talents directly to the prospective employers, unencumbered by the often inaccurate representations of a CV.

Lessons Learned and Future Plans

This event was not without its challenges, and we learned valuable lessons that will help us improve future iterations. The overwhelmingly positive feedback from employers, job seekers, and guests has confirmed the effectiveness of this innovative approach. As far as we know, and as corroborated by those we've spoken to, an event of this nature has never been done before.

By partnering with Westminster Kingsway College, we utilised their facilities and ran a fully operational restaurant for an evening. Executive chefs oversaw the kitchen and made hiring decisions based on the candidates' performance. Eight management team members from the Moma Group were present to observe and assist, further reinforcing the practical assessment of candidates.

Shifting Recruitment Paradigms

This event marked a positive shift in recruitment methodologies. For a long time, we've been advocating for employers to move away from CV-based selection processes, especially for entry-level roles. The "Death of the CV" media campaign, including an article I wrote, has helped some employers understand that CVs can be unhelpful or even irrelevant when hiring for entry-level jobs. Instead, alternative methods like experiential recruitment offer a more accurate assessment of a candidate's suitability.

Bridging the Employment Gap

The success of the Recruitment Restaurant has generated significant media interest, with journalists from TV, mainstream press (Times, Telegraph), Metro, and trade press requesting to attend future events. This coverage is crucial in demonstrating to other employers the effectiveness of our approach, potentially encouraging them to adopt similar innovative hiring methods.

Experiential recruitment bridges the gap between employers and the unemployed, addressing the pressing issue of over 110,000 vacancies in the Hospitality sector. By offering unemployed individuals the chance to prove their skills in a real-world setting, we provide a pathway to employment that traditional methods fail to offer.

In conclusion, the Recruitment Restaurant has shown that experiential recruitment is not just a novel idea but a necessary evolution in the hiring process. It allows employers to see candidates in action, assessing the very attributes that make them successful in their roles. As we continue to innovate and improve, we are confident that this approach will help bridge the employment gap in the Hospitality sector, providing meaningful opportunities for job seekers and the right talent for employers.

Jackie Bedford
CEO, Step Ahead