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

  • Allison Sullivan was amazing! 

    She found my resume online and reached out to me. I had been in the market looking for the right next step in my career for several months and had been receiving calls daily from different recruiters so I didn’t expect anything magical to occur overnight. Allison called me, we chatted quickly about my work experience and she advised me she thought I’d be perfect for a client she was working with….and literally the next day I got a call for an interview with the client. The day after the interview, I was immediately offered a position consulting on insurance claim management. Allison was checking in with me each step of the way and made the transition from unemployed to working at a career I’m excited about in no time at all! I cannot thank her and Patrice & Associates enough for all their help!  

    ~ Shane Laughran

    Allison Sullivan was amazing!
  • I am very thankful for Liz Costa.

    She was kind, informative, and very encouraging during the process of applying, interviewing, and finally accepting the position once it was offered to me. I have worked with several recruiters before and Liz was the most friendly and professional at the same time. She made me feel comfortable and also made me feel confident during the interview process. After only a few weeks, I now consider Liz a friend and would certainly recommend her to anyone who is in the looking in the labor market. Thank you Liz, I appreciate you as a person and a professional.

    ~Brent

    I am very thankful for Liz Costa
  • Jonathan Litt set me up for success!

    I am truly excited to start this new journey at this restaurant. I can honestly say I don't think I would have been able to pull this off without Jonathan Litt's help. He was more than professional but at the same time he was authentic and explained everything I needed to do to make things work. He definitely set me up for success. My confidence level wasn't what it used to be, but with his help he made me believe in myself. He encouraged me and believed in me as well. I will never forget his efforts. My appreciation for his work and dedication will always be remembered. From the bottom of my heart, thank you for allowing me to be a part of this process. I am forever grateful.

    Thank you again,

    Latifah Walker

    Jonathan Litt set me up for success!
  • Recruitment & Hiring for Sales Jobs - Patrice & AssociatesRick Weaver is a pleasure to work with!

    Very helpful and professional! Goes out of his way for people!          

    Thank you for all you do!

    Ken M.

    Rick Weaver is a pleasure to work with!
  • Rick Weaver is great!

    I love it at my new career and picture my future here. Rick was awesome in helping me choose where I need to be and how I had to get there. It took a lot of interviews and me turning jobs down because it wasn’t a fit for me. At my new career I’m in the right place!  

    Thank you,

    Shaunte

    Rick Weaver is great!