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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  • Let Patrice & Associates help you find a new job. I’m very thankful I crossed paths with Rick, and grateful for all the help he provided me from start to finish. Rick made me feel very hopeful about the process, he guided me with every interview and gave me great tips. It was also very clear, he knew exactly what my new employer was  looking for and he knew I was the right fit, that knowledge made me feel very confident and I made sure to follow his tips at every conversation and interview I had. I am very happy to start this new journey, and take on new challenges while allowing me to have more time to spend with my family. I am forever grateful for Rick and his support. Sincerely, Carlos J Pauletti Let Patrice & Associates help you find a new job.
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    I would highly recommend Corina Mack. She was very professional, courteous and diligent. Corina found me the perfect opportunity with a great company and exceeded all my expectations for what I was looking for. Quick responses, clear communication and very understanding of my schedule and available times that I had given her. Absolute pleasure to work with and she got the job done. ~ Joel Holloway, Sous Chef, Redstone American Grill – Marlton, NJ Corina's Hospitality Recruitment Efforts Exceeded All My Expectations
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    Mike Buterbaugh was of great help when it came to assisting me with a new career at Carolina Ale House.  He helped me with my interview skills as well as resume building skills.  His friendly and caring approach made it easier to understand the process of applying for a career in management. He genuinely cared and was always a phone call away. He helped me with my confidence as well throughout the whole process. I recommend Mike Buterbaugh to anyone seeking advice and help with a career in management. Gabriel
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    Shari...(as well as every contact with Patrice & Associates.)...has always been very professional, knowledgeable, insightful, and deeply focused on gaining success for the Candidate.  Shari looked deep into my skill sets to match me with Companies she knows are seeking my specific talents; and she was very helpful in coaching me on how to present myself in the most favorable ways to the Employer. She did this with a resume and skill review as well as, rehearsals and reminding me of the important points. She also represented The Patrice Group extremely well, and I will also use Patrice & Associates as my search firm when I need to hire managers.  By the way, I DID get HIRED, and I know I was blessed by Lord God Jesus Christ, to have Shari and Patrice & Associates help me! Joseph Abrahams "I was blessed by Lord God Jesus Christ to have Patrice & Associates help me."
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