Now hiring. Looking for line cooks. And servers. And dishwashers too. Apply now.
Does this look familiar? Ads like these blanket the market every single day on the internet as restaurants embark on an inner war. The war for talent.
This struggle may not be as horrific as real warfare on the battlefield in a foreign country, but this battle is closer to you and the impact can be crushing to a business. You are fighting a war that you can’t win playing by traditional rules. If you want to win, you are going to need to attack this problem where the competition can’t touch you...inside your culture.
You’re Hiring for Skill Over Personality
When you get desperate to fill a position, you take short cuts and you compromise your standards. Don’t feel bad about it, because we all have done it as inexperienced leaders. The logical move would be to look for someone with experience. You need a line cook so you filter through the application and find someone who has experience. You interview them and they say all the right things, so you hire them. They start and it all goes to hell on the line.
Because you didn’t see the big emotional baggage they brought in with them. Sure, no one breaks out their emotional baggage on day one. They wait until they get settled in and then they unpack all that drama and bad habits. By then the damage is already set into motion. You could fire them, yet the thought of confrontation or placing a new help wanted ad up just makes you not say anything.
This is commonly known as silent approval and it is a silent culture killer as well. By not saying anything you have given the “silent approval” that below par standards are now the new standard. When this happens it’s like the crew has mutinied and now runs the ship. Good luck trying to get it back into your control.
Your Culture Sucks
You will always lose the war for talent if your culture is not A level. Culture is the deciding factor when it comes to winning the war for the best talent in your market. I hate to be the bearer of bad news here, but if you’re not getting A talent coming in to apply to join your team then you have a C level culture. They don’t find your culture attractive.
How can you fix that? Make sure your cores values known. Most restaurants do not understand the intense power that solid core values offer for recruiting and attracting top talent. People are drawn to people who are like themselves. If your culture core values are all about parties and having a good time, then look around and you’ll see your team is a reflection of that.
Culture problems are not easy to fix, that’s not saying you shouldn’t try. At its essence, culture is a living thing that is co-created by the leader/owner and their leadership team. It does take a team effort to bend and shape culture. Many try to take this challenge on alone and it’s a losing battle. You need team synergy to craft an A level culture.
You Don’t Train Enough
Would you go to the gym for a week to get in the shape of your life and suddenly declare, “Well, that’s it! I’m in shape now, no need to go back.” Of course not. Then why do most restaurant treat their training program with that same attitude? They train their most precious resource (their team) a few days when they first start and expect them to maintain that level.
Physical conditioning dissipates over time without constant and never-ending training. You must continue to push yourself to the point where your body is placed under a little stress in order for it to repair and grow. Go to the gym and do the same routine with the same intensity and you’ll plateau fast! How’s your training program at your restaurant? Has your team become complacent? Have they plateaued? If your sales and reviews have flatlined chances are you have a training program that needs a swift kick in the ass!
Training is one area that you have total control over. You don’t control the weather, the economy, or other people (even if you think you can). What you can and do control is your actions that take place within the four walls of your restaurant. Anything inside is your world. You own it. You just need to start acting like it.
You want to make a pact with yourself and your team that from this day forward, you will not be out trained by another restaurant in your market!
It’s time to stand up and stand out as a brand that invests in developing their people. You hear it quite often in articles that quote restaurant owners who love to say, “our people are our most valuable asset”. They say the words and yet their actions fall way short of the goal. You can change that by changing your mindset and attitude about training.
You’re Not Appreciative
You can call them millennials, Gen Z, or even "snowflakes." Labels are the worst way to get people to come together and we use them all the time in our own restaurants to divide the team instead of pulling them together. How about the classic Front-of-House (FOH) and Back-of-House (BOH.) We create dissension in our own brand by casting people into labels.
The problem with labels is that they carry a preconceived notion behind them. How many of these sayings have you heard (or even may have said yourself)?
“Kids today don’t want to work.”
“I can’t find good help, so I just do it myself!”
“They just don’t care.”
Here’s the truth: seek and you shall find. Whether or not you are aware of this, you are always putting out one of three types of energy. Positive, neutral, or negative.
Negative energy is just that...is an energy vacuum that sucks the life out of whatever it comes in contact with.
Neutral energy is like a flat line on an EKG. Others might describe it as meh. When you are in neutral energy you are just being nothing.
Positive energy is the stuff that legendary brands are made of. These leaders are like human sparklers when they walk into a room. They command a great presence and people are drawn to them like the moth to the flame. You can’t help it, they are powerful at attracting others to their cause.
If your energy is 80% in the positive range, then you’re doing great. If you hover between negative and neutral, then you have a little soul searching to explore.
How can you correct the course on this one? Be a little humble and be a lot more grateful. Gratitude is one of the most powerful emotions you can tap into. Here’s the other part of that...you can always find something to be grateful for. Is it always easy? Hell no. Will you feel better living with a little more gratitude in your heart? Hell yeah!
Start by offering up a couple of words that perhaps your team is not used to you saying and that is “thank you”. Try it out. If you can, look in a mirror and tell that person staring back at you, “thank you.” Okay, it might feel a little weird to be talking to yourself in a mirror, but hey we’re talking about doing those things that average people won’t do! That’s how you become outstanding. You challenge yourself to do things that are just outside your comfort zone.
Making the changes required to win the war for talent all starts on the battlefield between your ears. Yes, you are your biggest problem and you are also your best solution. There is not a war for talent out there, there is a war with talent that we created within ourselves by the negative self-defeating talk that flies around in that brain of yours. Change your thoughts and you change your restaurant. It may not happen overnight, however, it’s a great start!
Want more tips from Donald Burns on how to create a better restaurant? Check out the recent episode of The Barron Report below where Burns breaks down some of the psychological principles that get in your way from building the restaurant and life you truly desire.