Recruitment drive aims to resolve staff shortages and promote careers in tourism

Monday, 5 July, marked the start of a new advertising campaign designed to encourage people to choose a career in Scotland’s tourism and hospitality industries. Developed by the Scottish Government in conjunction with the industries and organisations including the Scottish Tourism Alliance, UK Hospitality Scotland and Skills Development Scotland, the initiative is supported by £100,000 funding from VisitScotland.

The recruitment drive – which will run until 15 August – has been designed to address the staffing crisis which the industries are currently experiencing, with workforce shortages having been caused as a result of Brexit and the impact of the COVID-19 pandemic.

To help businesses attract candidates to fill their vacancies, the advertising campaign is targeted at 18-30 year-olds throughout Scotland. It will encourage young people to play their part in the industries’ recovery by promoting the range of roles available in them. In addition to highlighting the extensive variety of career options suited to different skill sets and the diverse job opportunities available now, the campaign advertising will highlight the unique benefits of working in tourism and hospitality.

Minister for Business, Trade, Tourism and Enterprise, Ivan McKee MSP, said: “Tourism and hospitality businesses have been extremely hard hit by the pandemic and the ability to employ committed, talented and enthusiastic staff will be an important part of the recovery. We had pledged £25 million for tourism recovery in the first 100 days of this Government and this recruitment campaign will play a key part in that recovery. I hope this recruitment drive will encourage young Scots who perhaps hadn’t considered a job in this sector to look at the many opportunities available to them.”

As part of the campaign, a toolkit of resources is available that businesses, including those in the attractions sector, can take advantage of to boost their own recruitment activities. Including the hashtag #DoWhatYouLove in its assets, the toolkit is available here.