As part of a guest blog on the TMC website, we talked about using modern methodologies typically associated with marketing as part of the hiring process. In the post provided below, we analyzed Inbound Recruiting, why your business should consider it, and how to use social media and inbound strategies to find and hire great talent.

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Without much debate, a case can be made that a leader’s number one job is finding and keeping great staff. Without much debate, finding and keeping great staff may be most leaders’ biggest challenge. So, what to do?

In my experience, what we’re learning from Social Media and the concept of Inbound Marketing can really assist in this effort. First, let’s review the basic concept of Inbound Marketing. From Wikipedia:

“Inbound marketing provides information, an improved customer experience and builds trust by offering potential customers information they value via company sponsored newsletters, blogs and entries on media platforms.

Marketing strategist David Meerman Scott says that inbound marketing allows marketers to “earn their way” into a customer’s awareness rather than invading their awareness through paid advertisements.

The term “inbound marketing” was coined by HubSpot CEO Brian Halligan and is synonymous with the concept of Permission Marketing, a 1999 book by Seth Godin.

Compared with outbound marketing, inbound reverses the relationship between company and customer. In fact, while outbound marketing is going to push the product through various channels, inbound marketing creates awareness, attracts and helps new customers with channels like blogs, social media, direct mail etc.”

With this basic framework of inbound marketing defined, I’m not saying leaders need to spend more time tweeting or posting on Facebook or Linked In. However, we DO need to take two action steps:

Step 1: Share a Compelling Story 

Stop posting job ads in a traditional format (look at your existing job posts please). In this social media age, “now hiring” and sharing a list of tasks and requirements to get the job doesn’t cut it.

Instead, offer a compelling story about your company and the position you’re attempting to fill. In fact, counter intuitively, what we’ve found is that by making our story exciting and challenging, we raise the bar of expectations. We set the tone of an expectation of high performance for any applicant interested. Results? Two outcomes you won’t expect tend to occur (in my experience globally).

1. Like attempting to get in a great school or on a great team, employers end up with a waiting line of applicants regardless of the position we’re attempting to fill.

2. This outcome occurs regardless of the community, state, province or country in which we’re looking.

Make no mistake; the outcome needed is to fill jobs. The difference is this; instead of pushing a boring ad out to people already out of work, we’re inviting people that are already working but not inspired to apply with us. Here’re two examples of what I’m talking about.

Imagine the roll of a receptionist. What would you typically write? Here’s some of what we offer in an inbound marketing “story”:

Example 1, a receptionist:

“Imagine this… you’re in charge! You’re not just a receptionist; you’re our Guest Ambassador! The waiting room you manage isn’t a waiting room; it’s the ESSENCE of a vibrant hotel lobby!

Imagine treating our prospective clients like guests! Welcome to TMC! The McPherson Companies!

If you’re ready to smile more, laugh more and be part of a values driven, actively engaged marketing team, join us! If you’re ready to be treated with dignity and respect, and treat our guests with tenacious care, join us! We’re TMC!

If you’re ready for less drama in your place of work, reach out. We’re TMC!

The McPherson Companies (TMC) is purpose based and values driven. We live and breathe a business model that integrates our great marketing skills with a great guest experience!

Do we have your interest?” … Etc.

Example 2, a manager of people development:

“…Here’s what you’ll get from us:

You’ll find us a vibrant foodservice equipment manufacturing company positioned in the highest regard of our industry! We work “On Purpose” and we’re values driven.

All that said, we’re looking for the right person to serve as manager of team member development. We’re 450 people strong and growing! Team is how we look at our people! Providing them an amazing place to work, supporting them and the company at the same time IS what this position is about!

It’s a given that you understand and function clearly and effectively regarding all compliance issues with “wage and hour” as well as other elements of employment law. This means clean, clear file management at the same time you can hold the big picture regarding the role people play in company growth…. “On Purpose.”

Please apply if:

• Your attitude is more coach than cop; if you can model this coaching in Spanish as well as you do in English all the better! (fluent speaking, reading, writing in both languages is critical for this position for lots of reasons)

• You believe in ongoing learning and application of knowledge

• You model excellence and still see room to grow personally

• You want an active hand in building a dynamic business culture by design.

The right person in this position has the opportunity to evolve from manager to “director of”. Please send your resume along with a brief note sharing why you’re the right person for this position.”

These sorts of stories work in and outside of the normal job posting channels, no matter the venue – Indeed, Monster, Craig’s List, etc. Now that we’ve looked at a couple examples of what a compelling story can look and feel like, let’s take a brief visit to step two.

Step 2: Live the Compelling Story 

Telling a story is far easier than living it. It may be your experience that finding good people isn’t as tough as retaining them, and the reason may be here in step two.

Ponder this for a second: How many times, in my own experience coming through the ranks, did I get a job I thought was going to be great, and within two days, existing staff members shared a different story than I was told in orientation? I end up realizing that what I thought I joined wasn’t the experience I was promised. Ever been there?

We can use inbound marketing all day long to draw great folks in, and believe me, it works. That said, without living what we market, those great folks leave fast. Why’s this the case? Simple really, the strong players on your team know they can get a job anywhere “pretty darn” fast. They don’t have to put up with mis-truths, and frankly, don’t. What are you left with? C players.

So, what needs to be done? For inbound marketing to really work, Step 2 comes before Step 1. The real work is figuring out the internal culture we want, the internal BRAND we really are, we really have, and marketing that. In this case, inbound marketing, or inbound recruiting, really, REALLY works.

If you’d like to learn more about the innovative ways to broadcast your company culture and hire great talent with Inbound Recruiting methods, schedule some time with Rudy today.

The post What Is Inbound Recruiting and Why Your Business Should Consider It appeared first on The Miick Companies.

Going back to the initial stages of the economic recovery, restaurants (even some of the most prestigious ones) have had a hard time finding staff. Simply put, there just aren’t enough cooks in the restaurant kitchens. And in the future, it could become an even bigger problem.

In a recent article from The Boston Globe, consequences of the immigration crackdown were analyzed. With rumors of Immigration and Customs Enforcement (ICE) raids into restaurant kitchens, operators are looking for new ways to protect their businesses while celebrity chefs like Mario Batali and Jose Andres are speaking out against hard-line immigration policies.

As detailed in the article, the president of the Massachusetts Restaurant Association doesn’t necessarily see it as pitting one political party’s policies against another.

“What restaurants have been looking for is no different than what we were looking for from President Obama and previous presidents: a solid immigration policy,” Bob Luz said, one that “gives direction and a clear avenue for hard-working folks who want to come to the US and start a new and different life. We already have an employee shortage.”

Nationwide, restaurants employ nearly 2.3 million foreign-born workers. According to the National Restaurant Association (NRA), this accounts for more than 23 percent of the entire restaurant labor force, which out indexes any other industry.

Where does the National Restaurant Association stand on immigration policy?

According to the NRA, today’s immigration system is broken, and it makes economic sense to fix it.

Restaurants embody the American Dream like no other industry, but if Congress and the President don’t repair the broken system, restaurants and other businesses will have a difficult time finding the employees they need to operate and grow.

Over the next 10 years, restaurants will likely create more than 1.8 million new jobs, which is more than our U.S.-born workforce can fill. As a result, the NRA supports sensible and meaningful steps to reform our system including the following:

A clear path to legalization: More than 11 million undocumented individuals are living and working in the United States. Many are paying taxes and contributing to the economy and their communities. These law-abiding individuals are hurt by the enforcement-only approach to immigration. Numerous polls have shown that the public strongly supports a clear path to legalization for these workers. Restaurants support this too.

A simple, reliable federal verification system: Many states have made the federal E-Verify system mandatory for at least some businesses. This forces restaurants to comply with different laws across jurisdictions. The NRA supports a consistent national standard that helps employers hire in a timely, efficient and respectful manner. Employers shouldn’t face penalties if they use the system in good faith.

Improved border security that promotes travel and tourism: The U.S. needs stronger security at its borders. But any steps to increase security should also facilitate legitimate travel and tourism to the United States. Tourism drives about a fifth of all restaurant sales and boosts economic activity across all sectors.

The Next Steps for Hiring in the Restaurant Industry

While nobody really knows what to expect over the next several years in terms of labor and immigration, two things are clear. First, as made evident in the recent Day Without Immigrants protests, foodservice and the restaurant industry will be impacted more than any other industry.

Second, with an existing shortage of labor in the restaurant industry and the possibilities of an even smaller labor pool, the abilities to identify and hire the right people will be even more important for success. A+ players in a commercial kitchen are even more important and might be more difficult to find.

Hiring the right people can be as easy as five simple steps. Learn how to hire A+ players by reading the 5-Step Hiring Tips from Miick.

The post A Quick Look at Immigration and the Restaurant Industry appeared first on The Miick Companies.

The New York City Ballet; the Bolshoi; Alvin Ailey American Dance Theatre; Martha Graham Dance Company; The New York Philharmonic; The Boston Pops; The Cleveland Philharmonic; The Stones. They all have it.

Green Bay; Lakers; Heat; Yankees; John Wooden; Pat Summit; Pat Riley; all had and have it. The Samurai; Army Rangers; Seals; all have it. The Four Season’s, The St. George, The Breakers, The Little Nell have it.

Wynton Marsalis, Paul Simon, James Taylor, Marian Anderson, Bette Midler, Leontyne Price; Spielberg, Ron Howard, Penny Marshall, Nora Ephron. While named as individuals, each and all also have teams that had and have it. Danny Meyer, the person who seems to have made the word “hospitality” common nomenclature with Union Square Hospitality Group, has it.

Far too often I hear folks use the phrase “5 star” and “hospitality” interchangeably. The words are not by default synonymous. Do not confuse 5 star and being hospitable as the same thing. Five star is being kind, yes, nice, no. Caring yes, soft no. Adaptable and fluid yes, unconscious, oblivious, or careless… never.

What is ironic, perhaps, is that 5 star performance often times demands high training budgets, high end investment. However, 5 star hospitality can be as priceless as an attitude of care, of outreach, and connection. Added expense to any given company, team member, or guest, no. So regardless of budget, locale, business size, or sales volume, 5 star hospitality is an attitude and a choice.

A+, 5 star, defined or not, Passion, Purpose, Values and Vision align; Values are verbs and show up every day as behaviors in performance. More evidence of 5 star execution? Fiscal performance is as definitive and achieved as is stage performance.

The way one works and one lives is aligned in the world of 5 star performance. The persons and organizations named above are intentional, passionate, and purposeful no matter their entity, mission, or field. So, too, any one of us stepping into this world choose to play here. Nothing less than awake, astute, and conscious is acceptable.

The irony is that this conscious effort leads to unconscious competence and mastery. At mastery, focus shifts to the times the shot, step, or mark is missed. On a miss there is instant “awake-ness” to re-center, to re-balance back into “flow.” The cycle time to re-center is close to instant in 5 star.

More so, performance is relentless and demanding. Performance excellence is data based in each. Good enough isn’t. At the same time, each player has the other’s back. The choice to be fearless is not the same as being stupid. The opposite is true; love and purpose wins over fear.

BE-ing Values Driven is not soft or mushy. Performance is measured and met. Not one entity listed above is perfect. At the same time, each is diligent, hard to get into, AND has a waiting line for ANY opportunity to get in.

With 5 star performance, smiles show up under pressure and at the completion of every event. And performance is only as good as the weakest player.

Make no mistake, 5 star “hospitality” is equally relentless. Five star is simple really, it’s just not easy. Like every other entity named above, excellence is in the details, and each player, each team, the whole experience is held to exceedingly high standards.

Hospitality at this level is not to be confused with a dysfunctional family being “nice” to a visitor for a hand full of moments. Five Star IS 5 star because performance is defined and each of us as players choose to live every moment in the practice that got us here.

Join me here if you will. It’s a choice. 

Get a closer look at what it takes to be Five Star.

“Five Star” comes down to company culture for so many reasons. To get a closer look at how to create and implement a company culture that expresses your values, take a look at our Company Culture Tips Sheet.

The post What It Means To Be Five Star appeared first on The Miick Companies.