1. Sell your job. Inspire candidates.
Franck Moreau, Merivale Group general manager of beverages, says it’s important to articulate what is in the job for the candidate in terms of culture, team, personal and professional development, career progression, benefits, the brand, and the product.
But the Master Sommelier adds that it must include a clear overview of what the job involves. “Information about the company, the role and the team they will be working with,” he suggests need to be included.
Moreau says it is important to tell candidates what success for them will look like, and to specify the experience and attributes of a candidate who they think could excel in the role.
Wine Victoria chair Angie Bradbury says it’s an employment driven market, so employers should take the time to explain why they offer a great workplace.
This might be details around flexible working conditions as well as benefits and opportunities for training and advancement.
Trader House beverage director Leanne Altmann says in the time she has been working in hospitality it has become more professional, now offering long-term careers, with people working their way up through the industry.
“In the long, long, way past, when I first started working in restaurants, many of the jobs were filled by uni students,” she says. “There is a high level of professionalism these days.”
There are still part-time jobs but a core of permanent staff, she says.
Altmann says it is important to let potential employees know what benefits and training are on offer. Is there a career path?
“An ad needs to be specific about the role to capture people’s attention,” she says. “Lots and lots of people are recruiting at the moment.”
It is important to inspire people about what the business represents, says Altmann, and to touch on the experience of working with the group and what the future might hold for potential employees, such as scope for advancement.
2. A clear job title
Titles such as “Hospo Superstar” or “Wine Guru” sound cool but are too vague. What are you really after? Someone for front of house, barista, sommelier, bar person?
Narrow it down.
Potential applicants may skim a list of jobs. By using more literal key words you will have more chance of catching their eye.
Bradbury says some employers are guilty of “incredibly boring ads that look like Most Wanted posters”.
“Then there are ads saying, ‘We’re looking for a gun hospo person. If you are super cool and fun apply here,’ which is very open,” she says.
The most effective ads speak to the company’s culture and values, provide a clear job description, and detail other relevant information to make the job enticing.
3. Keep it real.
Having worked for many years in wine public relations, Bradbury says it is important to try to explain simply what the job entails.
She says that people applying for a job in wine public relations might have expectations of parties and wine drinking, when most days the job is a hard slog.
Break responsibilities into short, clear job duties so applicants know what to expect.
4. Keep it simple
Bradbury, who is also principal of Bradbury & Co marketing and brand strategy consultancy, warns against writing a War-and-Peace-like job description.
While particular jobs will require a specialised skill set, accompanied by specific words linked to the job, keep it simple.
Applying for a job shouldn’t be a mystery tour for potential applicants. The basic who, what, when, where, how and why questions need to be answered.
Providing a geographic location will also enable potential applicants to figure out if they can get to the workplace.
5. The ad needs to reflect culture
Bradbury says it’s essential that the job description reflects the company’s culture and values.
“It’s important to communicate a bit about the culture and type of person you are looking for to fit into the culture. You can train the skills, but you can’t train the culture fit and attitude,” she says.
“An ad should try to really clearly articulate the culture and mindset of the company.”
She says the ad should look good, reflecting the values, branding and culture of the business. It’s the little details: ensure you’ve uploaded the most suitable version of the logo; ensure the writing in the job description is good; provide a short inspiring summation for the business description. Check the link to your own website. If you have a YouTube video that presents your business in a good light, include it.
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