Recruitment & Retention Q&A with Gemma Aylard, Recruitment Manager at Peach Pubs

We catch up with Gemma Aylard, Recruitment Manager at Peach Pubs, to explore the different strategies that can be put in place to combat the core hiring challenges facing the hospitality sector.

How can hiring challenges impact engaging new talent?

Gemma began the conversation by drawing on her personal experience in relation to the challenges Peach Pubs had encountered when recruiting new talent. ‘We know that a lot of people have left the industry due to external factors, especially COVID’s lockdown contributing to many pubs and restaurants having to close, forcing the public to find work elsewhere. However, as well as this people are also no longer finding the industry itself an attractive working environment.’

‘Our gaps are very regionalised in a few areas of the UK, and in those areas poaching staff has been a regular occurrence for example competitors across the road have essentially dangled a carrot in front of our kitchen staff offering a higher salary and other prospects that would be appealing, which can often be difficult to compete with.’

How can we address the issues encountered when searching for new recruitment?

Gemma detailed the key approaches and actions that can help to businesses hire more quickly and effectively.  ‘We should be exploring the ways to make our application processes quicker, faster and more reliable to attract more people. Essentially increasing the overall pace when applying for a role, should make it an effortless and more competitive process for the applicants and business.’

‘It is definitely a key focus of ours to be efficient with our recruitment process as the high level of redundancies has created a larger pool of candidates for businesses to choose from.’

Gemma furthered this discussion by explaining how making changes to the hiring process can attract talent for businesses. ‘We bought a new applicant tracking system (ATS) as we are only a small pub company and didn’t invest in one previously. However, we have really worked hard with our team on the ATS to help streamline that for myself and for the other pubs that recruit.’

‘With regards to channels we have invested more time into the social media aspect of marketing as well as specialised social media to engage our social audience by emulating our values and targeting passive candidates rather than just individuals that are actively looking for work.’

Does the perception of the industry affect recruitment?

There is an awareness that the industry can be perceived as a challenging and less appealing working environment compared to others, but it is crucial that we accentuate the enjoyment of being involved with the industry and to maintain a new desirable image.

Gemma explained ‘We know that there is a poor perception of the industry, including long hours, low pay, unsociable hours, working weekends etc which can be damaging to the industry, but I do believe that there are many pub and restaurant companies like us that have started to shift those barriers.’

‘It is about open communication and transparency whether that be with candidates, consumers or clients and highlighting the joyous aspects of hospitality, including meeting new people, developing your creativity and communication skills and more.’

What internal development programmes can be implemented to drive progression?

Gemma is an advocate for developing programmes that allow her employees to advance their skills and career. ‘It is one of our values that we encourage individuality and originality within our pub branches as well as the team.’

‘At Peach Pubs we have the standard CPL online training and skills lists that are created for multiple roles within our company, that can then be followed and practiced by our employees.’

Gemma expanded on this by adding, ‘We also have a personalised appraisal system; ‘My Peach Journey’, that offers personal focus for the individual rather than a business-related approach.’

Gemma’s Top Tips for recruitment and retention

Remain devoted to the culture and values of your company

Your culture and values are the framework that provide advice, boundaries and expectations for your staff and your customers. It is the most effective resource you have to attract, recruit and access the highest level of talent for your business.

Be transparent and coherent with what your company is promising

It is essential to explore and develop strong relationships with your customers, capable of withstanding difficult challenges in the industry. It should be linked to openness and honesty; customers are sensitive to basing purchasing decisions on a personal value system.

Focus on your leadership style to support your employees

Having an effective leadership style, will allow a business to achieve more in every aspect of its operation. It is important to understand the impact your staff have in your company as well as recognising that they provide external knowledge, giving a contrasting perspective on the features of your business.