Buzzworks innovative TikTok recruitment campaign proving successful

With the hospitality industry continuing to struggle to recruit across the UK, a Scottish independent bar and restaurant operator is bucking the trend by using the power of TikTok.

Buzzworks Holdings, headquartered in Kilmarnock, launched a pioneering new campaign in late October, utilising the social media platform’s popularity to target Gen Z users.

Looking to recruit team members to work across all aspects of the business, including chefs and front of house staff, at Buzzworks’ 13 venues across Scotland, in just two months the family-owned company has been inundated with over 653 applications and counting.

With over 100 job applications being received each week on average, the business has set a target of 1,000 applications before the campaign ends in January.

The #ineedajob TikTok campaign, a UK hospitality first, is utilising content creators such as Scheiffer Bates, Scotland’s Steven McKell and 2020 Love Island winner, Paige Turley, to shine a light on the benefits of working within hospitality - and specifically at Buzzworks - through light-hearted video shorts.

Through an innovative design aimed at a younger demographic, applying for a job at Buzzworks is also speedier and more enjoyable than ever before, through a simple one-click process, or utilising the hashtag #ineedajob.

Managing Director Kenny Blair (pictured) said, “The hospitality industry both in Scotland and across the UK is continuing to struggle with both recruiting and retaining talent. However, as we have seen through our campaign, there are many keen to kickstart their career within the sector, which is encouraging.

“Through our innovative campaign, we have been able to spotlight just how rewarding hospitality can be, along with the many benefits that come with working within a business such as ours, including flexible hours, great rates of pay, industry leading training both for front of house and kitchen roles, as well as the opportunity to grow their career wherever they wish to take it.

“By utilising the power of TikTok we have been able to reach a demographic who are time poor, but keen to work in a vibrant and exciting industry. What’s more, through our innovative and simple application process, we see applications come through at all times of the day or night, whilst the calibre of applicants is excellent.

“We look forward to continuing our campaign into 2022 and beyond, allowing young people the chance to see where a career in hospitality can take you and welcoming applications for all functions of the business.”

With TikTok’s popularity skyrocketing over the past year and over 60 per cent of its users born after 1996, customers and brands have been quick to embrace the social platform, however Buzzworks are the first to use it as a recruitment tool within hospitality in the UK.