How Your Workforce and the Community Work Together

Did you know that Canadians make 23 million visits to restaurants everyday? Did you also know that every million dollars made in the industry generates 17.6 new jobs? And, for a grand finale, did you know the food service industry has on average $114 billion in sales? You, as an independent restaurant owner, are a part of all of this and help contribute to these statistics. Your small business matters and you deserve a slice of that pie! So, how does marketing factor into the labour side of things? Great question, I’m so glad you asked.

We’ve talked previously about how people will use social media to find a new place to eat and how much they’re affected by a business’s social media presence. Does that apply to people looking for work? You better believe it. 73% of people aged 18-34 have found their current job through the use of social media. This is across the board for all industries, not just food service, but that doesn’t mean you should discount using social media in a search for good employees. In fact, a lot of recruiters admit to using a dedicated account to interact with potential employees on a regular basis (94%, to be more specific). Even if you aren’t on the hunt for new hires, you can still show your intended audience what you’re about in regards to workplace atmosphere and that employees are an integral part to your business. If you’re an individual who owns a restaurant and has no employees, this can still be useful! You can show the public who you are and why they should come visit your specific location. Being present online doesn’t automatically mean that you have to have a huge team of employees but it is a great way to advertise how great your team is if this is applicable to you.

You may be asking yourself why it matters if social media can see you or your team, and that is a completely fair question! I’ll give you some more statistics to give us a greater view of how far your restaurant reaches. Restaurants in Canada alone are responsible for a fair number of employees nation-wide, as they are the fourth-largest private employer in the entire country. You employing someone means that you are part of an industry that has more employees than the real estate, mining, agriculture, and utilities sectors combined. (There were a few more sectors but you get the idea.) If you are a solo owner/employee, that means you are part of the 6% of the country who works in the food service industry. Three in ten Canadians ages 18-54 have worked in the restaurant industry at some point in their lives. You are a part of something so much bigger than just serving a delicious plate of food; you are part of a community that stretches nationwide and has no plans to slow down or stop.

I’ve given you some facts but let’s look into why this matters as a collective. If you are on social media on any platform, you’re obviously there for a reason. Whether that is to get followers to bring people in, to get new ideas, to find some great hires, or to post really fun content, you have a purpose to fulfill. Use your platform to introduce your audience to your team, because they want to see them as much as the food. When it comes to posting on social media, intentional content matters. Why not show them your food one day and then introduce them to the high schooler that is in their first job? Or the chef that’s been in the kitchen with you since you started? Show the 36% of people that ever dreamed about opening their own food service location that it isn’t just an improbable pipe dream!

Bottom line: people are a huge factor when it comes to the food industry, so show them they matter. (Also, I would hope this goes without saying but get consent before putting anyone on the internet.) Understand that the people you employ are an extension of your business and thereby an extension of you. Utilize the tools at hand, and that includes your team. We can always be of service when it comes to the marketing side but we also have experience in the food industry. That means we can help you post content that shows you care, both about food and about people!

Stats taken from Foodservice Facts Report Teaser 2024 and from Sci-Tech Today.