The world’s biggest hospitality recruitment initiative has been launched in Scotland to tackle the sector’s crippling jobs crisis.
Hospitality Rising’s bold new campaign, ‘Rise Fast, Work Young’, is backed by over 300 businesses across Scotland and the UK including global brands in a bid to help fill the industry’s 400,000 vacancies.
Supported by some of Scotland’s most successful hospitality leaders including Buzzworks Holdings, Scotland’s fastest growing independent hospitality group, the Scottish Tourism Alliance and the Scottish Hospitality Group, #risefastworkyoung aims to attract new recruits by showcasing the opportunities and promise that come with a career in hospitality.
A series of vibrant campaign images will feature in phase one of a six-figure advertising campaign involving TikTok creators, digital ads and high profile outdoor spots across the UK. Animated figures will take centre stage representing the diversity of the industry and workstyles on offer, alongside slogans such as ‘Don’t grow old for a living’ and ‘9-5ers wouldn’t get it.’
Backed by Michelin-starred chef Tom Kerridge, respected chefs Angela Hartnett and Raymond Blanc OBE, and big brands including Pret A Manger, Prezzo and Hilton, the new campaign is designed to inspire the next generation of talent and attract Gen Z job seekers who might not have considered hospitality as a career choice.
The recruitment drive will highlight how quickly workers can climb the hospitality ladder with the powerful message ‘you can’t go further faster.’
Top chef Tom Kerridge said: “My whole life has been immersed in hospitality, from cooking for my little brother as a kid, to starting The Hand & Flowers 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.”
Mark McCulloch, founder of Hospitality Rising and campaign director, said: “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 Hospitality Rising campaign has already achieved unwavering support from some of the biggest names in the UK. Coca-Cola Europacific Partners (CCEP) recently became the campaign’s first official platform supplier partner, while hospitality tech supplier Zonal and one of the UK’s leading guest WI-FI based marketing solutions, Wireless Social, also became platinum sponsors.
Buzzworks, The DRG, Manorview Hotels & Leisure Group, Signature Pubs, Montpeliers and The Fife Arms in Braemar are just some of the influential Scottish businesses that have signed up to support the campaign.
By asking backers to pledge £10 per employee, it aims to reach a £5m target allowing for a “government-sized” collaborative campaign that will change the perception of the industry and bolster its workforce for good. The campaign’s efforts have so far raised £800,000.
Kenny Blair, MD of Buzzworks Holdings, said: “It has been a challenging few years for the industry and there has been a shortage of suitable candidates to fill positions both front of house and in kitchens across the country, including our own venues.
“With Buzzworks ambitious expansion plans, we are in constant need to match new recruits to our current vacancies in order for the business to really thrive. As a family owned company, we know the importance of our people, our success has been built on this, and alongside the industry leading training and benefits that we provide Buzzworks is keen to help showcase hospitality as a fantastic career option for all.
“We know how powerful campaigns such as Hospitality Rising can be, and Buzzworks is proud to be part of this collective, keen to attract new talent to the hospitality industry within Scotland and beyond, ensuring the long-term survival of the sector.”
Figures from KAM, which is supporting the Hospitality Rising effort, show that only 1 in 5 people would consider a hospitality job and 42 per cent of current employees are thinking about leaving the sector.
Kate Nicholls OBE, chief executive of UKHospitality, the industry trade body that represents over 740 companies and around 10,000 venues, said: “Hospitality offers so many opportunities to build successful careers, and we so often see people move rapidly from bar to board. This really does make hospitality a unique career path.
“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.”
A full list of vacancies across Scotland and the UK can be found atwww.hospitalityrising.com
