Attraction 101 - Who you attract determines who you get to hire.

It’s so hard to get good staff.

I can’t find the right people to employ.

Where are all the talented and ambitious young people?

This generation is useless, lazy, and entitled.

If all these gripes sound much the same, it’s because they are.

We often find ourselves in paradoxical situations in business. For example, we struggle to hire good people even when there are near-record numbers of talented people looking for work. We hear the stories about the 200 people who applied for five positions at the local McDonald’s and the 300 people who applied for one position at a Lululemon store … and yet, we continue to struggle as though it’s still the fourth quarter of 2021.

And then there’s the experience and anecdotal grumbles from friends and family.

· How the eighteen-year-old 2024 high-school leader – newly minted for the world – still struggles to gain employment.

· How the master’s student in finance and business, with years of managerial experience in retail (and a general over-achiever), gains an immediate (pre-interview) turn down from an entry-level hospitality position despite being available for multiple shifts and having a clear interest in business.

· How the cocky and confident sixteen-year-old wants to work 2-3 shifts a week, is loyal to the area and wants to learn what it means to be an earner with responsibilities.

· How the twenty-something artist would love to learn more about business but also wants to be creative. Still, no one is prepared to consider a role outside the box to encourage the skills to be gained and the superior talent to be exercised.

In hospitality, the familiar and current experience is that good people remain hard to find. But is this really because good people don’t exist?

Initially, my clients use the language of “hire” rather than the language of attraction. They speak as though gaining good people begins at the point of hire – the point of need – rather than via a system of attraction.

The first step in Gallup’s 7 Steps to the Employee Experience is "Attraction.” And the theory matches my experience.

Attraction focuses on how you present your business as an opportunity to the candidates you want.

The quality of the employee you hire starts with the quality of the candidate you attract.

As John Spence wisely says, “Talent is attracted to opportunities.” This means that what draws the best talent to your business isn’t just the promise of a paycheck but the opportunity to grow and develop within an organisation.

Oddly - perhaps even paradoxically again - once you train yourself to visualise people attracted to opportunities…th sort of people you are attracted to shifts.

Your vision of the ‘hospitality cookie-cutter candidate’ turns into an ability to think outside the square. This sort of ‘attraction thinking’ opens your mind and the mind of a broader type of candidate.

Nonetheless, we are not just talking about a mind shift but also action. Is the laziness of the next generation reflecting our own?

If our advertising and recruitment efforts highlight the job's essential tasks, we risk missing out on candidates looking for more. They want to know how to evolve, learn new skills, and advance their careers. Is there room for their unique talents?

Let’s ask ourselves: how well do we present the opportunities within our hospitality business? Are we offering a cookie-cutter job or a clear path for growth and development? Do our recruitment materials emphasise the potential for career progression, training, and mentoring opportunities? Do we foster professional and personal growth?

If the quality of candidates you’re interviewing doesn’t meet your expectations, it’s time to re-evaluate your approach to attraction.

Review your job descriptions (we call the position agreement), social media presence, and outreach strategies. Ensure they align with your business's culture, mission, and the opportunities for growth within your team.

Remember, attracting good and talented people is not just about filling positions. It’s about showcasing the journey and the potential your company offers. Take a step back, refine your approach, and watch as the right candidates start to come your way.

And yes, maybe it’s time to employ an in-house ‘indie’ artist who wants to learn business, create a memorable brand, and be a wonderful FOH person. They may not be restaurant manager material initially, but they could be excellent in as little as six months with the proper training. Then, their impressive artwork will forever be associated with your business.

To attract the right candidates, you must first get clear on the profile of the person you're seeking. Consider the skills, values, and aspirations that align with your business. Is the ideal candidate a person who thrives in a fast-paced environment or seeks a leadership role in the future? Once you have a clear vision, craft your website, job ads, and social media posts to speak directly to that individual. Highlight what sets your business apart, focusing on the unique opportunities for growth, development, and advancement that you provide.

However, be careful not to sound too narrowly focused on skills—and even experience—rather than character and potential loyalty.

Remember, talented people are often still relatively young or may already hold good jobs but may not have great opportunities within those roles. You must present something better, a place where they can grow, expand their skills, and carve out a fulfilling career. You will attract candidates who will elevate your business by offering a job and a pathway to something greater. Your ability to provide something significant for your best employees requires further discussion.