'World’s biggest' hospitality recruitment drive begins

The recruitment campaign, ‘Rise Fast, Work Young’, has been launched by Hospitality Rising and is backed by more than 300 hospitality businesses and global brands and is the industry’s response to help tackle the sector’s jobs crisis, which stands at around 400,000 vacancies.

The campaign showcases the opportunities and promise that come with a career in hospitality with a dedicated site​ ​highlighting the current vacancies across the entire industry.   

A series of 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 that feature slogans such as ‘Don’t grow old for a living’ and ‘9-5ers wouldn’t get it.’

“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,” says Mark McCulloch, founder of Hospitality Rising and campaign director.

“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 so far received support from companies including Coca-Cola Europacific Partners (CCEP), Zonal and Wireless Social as well as hospitality businesses such as Whitbread, Pret, Soho House, Prezzo, Revolution Bars, Claridge’s, Hawksmoor, Pho, Wahaca, The Pig, Comptoir Group and Ole & Steen.

By asking backers to pledge £10 per employee, it aims to reach a £5m target allowing for a ‘Government-sized’ collaborative campaign to help change the perception of the industry and bolster its workforce for good. The campaign has far raised £850,000.

“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,” says Kerridge.

“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.”