Hospitality Recruiting Strategy changed by 2 Restaurant Brands

Hospitality Recruiting strategies are ever changing.

Bob Evans and Cracker Barrel were 2 of my very first clients when I started in hospitality recruitment.  I have seem then go through many changes with regard to compensation and quality of life.  They have both been leaders in recognizing the need to change and again they are stepping out to make it happen.

Hourly recruiting is evolving. Competition continues to intensify and applicants have far more available opportunities. What worked before no longer works today.

If you want to stay relevant, you need to reevaluate your approach and get more strategic–which is why more organizations are turning to a pay-for-performance approach to hourly recruiting.

You’ve heard all the buzzwords: performance recruiting, transactional sourcing, cost-per-click, pay-per-click… but what exactly is a pay-for-performance recruitment strategy? And is it right for you?

Snag, one of the largest platforms for hourly work, recently sat down with Shannon Locklear of Bob Evans Restaurants and Brett Bunce of Cracker Barrel Old Country Store for a deep-dive on pay-for-performance recruiting. Both of these iconic brands are at the forefront of hourly recruitment, and they’ve both fully embraced this rising model.

What outcomes are Locklear and Bunce seeing? Here are just a few highlights:

Spend Optimization. Recruiting is far more strategic when you have the ability to set the budget and avoid surprises. When embracing a performance-based model, you pay per click. This means you have the ability to scale efforts and effectively target markets with the most need. The flexibility to scale spend offers significant value. Rather than spreading dollars across evergreen postings, with pay per click (PPC) you have the ability to easily sponsor or support a location that’s having an issue.

“You can work with your account manager and set max amounts based off high or low need,” says Locklear. “With a performance model, you have a monthly budget spend, and we’ve come in under budget each month. This allows us to help locations in need more effectively.”

Improved Engagements. When you’re able to utilize targeting tools, you noticeably increase your ability to attract interested and invested applicants. For both Bob Evans and Cracker Barrel, the shift in recruiting is empowering operators to focus on the candidates they get, rather than worrying about how they get them. Based on app flow and actual hiring, performance-based recruiting provides you with the data needed to clearly identify which stores have the most need.

Engagement is crucial in today’s market. “There’s a lot of interest in finding the next best place when people are not happy where they are,” says Bunce. “And, it’s easy to find jobs. We need to work through the interest to see if it’s the right fit for both parties. It’s about engagement, culture, and training.”

Brand Management. By transitioning to a performance-based approach, both brands have more centralized control over employer brand marketing. “We work with our marketing department to make sure that our brand is consistent,” says Bunce. “One thing that has been a differentiator has been reviewing our ad language, so that our descriptions are engaging and match up with search keywords. It makes sure that we are representing who we are from a corporate culture standpoint.”

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What Clients Say About Patrice & Associates

  • Couldn't Be Happier!

    I’d like to thank Bob from Patrice & Associates on assisting me find a new career and start a new life.

     From beginning to end the communication was responsive, punctual and informative.  Bob matched me with a company that fit both mine and the companies needs.  After the first in-person interview I did, I received and accepted the offer in 24 hours.  Couldn’t be happier with the outcome.  As a former business owner I highly recommend both Bob and Patrice & Associates on assisting employers and prospective employees on their path to success. Best Regards, Nate McKinney Couldn't be happier!
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    What I enjoyed most about Liz is how straightforward she is. She is honest!  This experience with Liz has been more than her assisting me.  Liz is the most diligent recruiter I have ever worked with.  My resume looks better than ever thanks to her!  She provided all the tools to set me up for success!  I could call her anytime and she would always respond immediately.  Her connections are outstanding.  Liz coached me through this entire process.  She taught me how to nail an interview!  Liz was sure to place me in a position that I wanted, that would make me happy.  I am more than pleased!  I will be sending her more candidates like myself.  Looking forward to working with Patrice and associates from here on out.  You are lucky to have Liz on your team.  However, I am also  lucky to have her!

    Whitney McMorris Liz is the most diligent recruiter I have ever worked with!
  • I would recommend Tom to anyone in the market for a job!

    Tom was very professional and responsive. He had great advice for the interview process and helped me practice patience as I waited to hear if I was going to be offered the job or not. Turned out, I didn't have to wait long. I interviewed on a Thursday with the DM, then the owner on Monday. I had an offer letter Wednesday afternoon! I would recommend Tom to anyone in the market for a job! Thank you, Michael Bayley I would recommend Tom to anyone in the market for a job!
  • Tim was absolutely amazing!

    He always had be prepared for each and every interview. His communication was fantastic and I had a wonderful experience working with Tim, and looking forward to using him again in the future when I have the opportunity to hire top notch candidates.

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  • I am very impressed with Joe!

    I just wanted to say that Joe has got to be the best recruiter I’ve met so far. He is very personable and very validative and positive. He is wonderful in his preparation. I’ve had quite a few recruiters contact me and gone on some interviews and I have never seen anything like this. I’m very impressed. Thank you, Lisa I am very impressed with Joe!