WHAT ’ S HOT O P E R A T I O N S
WHAT ’ S HOT O P E R A T I O N S
CRACKING the LABOR CRISIS
CHANGE THE CULTURE OF HR TO BECOME MORE OF A SALES DEPARTMENT FOR JOB OPPORTUNITIES .
The labor shortage is a crisis .
The most common challenge I hear from hoteliers is how short-staffed their properties are operating . The American Hotel and Lodging Association has identified almost 1 million job openings in the industry in the U . S ., up from 350,000 in 2009 . Immigrants account for 31 % of the U . S . hotel and lodging industry ’ s workforce , according to Deloitte — but with no comprehensive immigration reform on the horizon , the situation will only get tougher .
Hoteliers , along with their management and ownership groups , need to change how they approach human capital . Other than technological advancements such as self-service kiosks and iPads , I believe the most important thing we can do is change the culture of the human resources department . While the HR department needs to be consistent with discipline and ensure all policies and laws are in compliance , they also need to become more of a sales department in selling job opportunities at the hotel . Too often , HR teams do not have the same sense of urgency in filling open positions as the department heads .
First , HR needs to make it easier to apply . Many online application processes are too complicated and cumbersome — it ’ s easier for applicants to apply at the local restaurant or business and get hired on the spot . Few people in today ’ s tight labor pool will take 45-plus minutes to fill out an application and the accompanying personality test that many hotels require for a low-wage position . Many argue that these tests help find the right person for the job ; I think they weed out more qualified applicants who chose not to take the time .
Next , HR needs to be more of an outbound sales organization , holding events and recruiting where the labor pool is located , such as satellite application centers , booths at festivals , etc . Strong social media campaigns should be geared directly to applicants the same way we have campaigns for guests .
And while many will disagree with me on this point , the world has changed and pre-employment drug testing eliminates many qualified applicants . Drug testing benefits local restaurants that scoop up qualified applicants . In reality , such testing is more of an intelligence test than a drug test .
While hotels need to be competitive in pay and benefits , the industry needs to tout perks , discounts , meals and travel benefits . While they will add costs , alternative benefits may give competitive advantages compared to increased wages . Staff housing with rent subsidies or child care may be required benefits to retain staff .
Career advancement opportunities need to be a part of the culture at the property and should be an integral part of orientation and training . Senior management needs to support and exemplify that advancement to their staff . Tuition programs should be considered as options .
Our industry must evolve to better recruit and retain its workforce .
MARK GRENOBLE is president and CEO of 360 AMI .
50 hotelsmag . com June 2019