Hospitality Rising Investor Deck - Detailed

SOLVING THE RECRUITMENT
CRISIS FOREVER
HOSPITALITY OPERATOR
RETURN ON INVESTMENT DOCUMENT
NOV 2021

Hospitality Rising / Hospitality Operator Return On Investment / Nov 2021 2
What if I told that together we can solve the hospitality recruitment crisis
forever for just £10 per employee? Interested? Then read on.
P.S. If you don’t have time to read all of this, please do share it with
whoever the recruitment buck stops with in your organisation. Thanks!
Mark McCulloch
Founder of Hospitality Rising
“

FOREWORD
Thank you for taking the time to read this document and thanks also to the
Hospitality Rising team and our advisors for helping to get this movement up
and running.
I started Hospitality Rising on May 6th 2021 when I saw a tweet that said that
a severe recruitment crisis was heading our way. It seemed madness to me to
keep spending money individually to target the same dwindling pool of people
time and time again. As the costs to recruit and retain our teams continue to
escalate, we are locked in a cycle of mutual self harm.
Could there be another way?
What if we could simply come together as one industry to invest a small portion
of our budgets into a central industry advertising fund. Then, we could double
the amount of people who work in hospitality by making a much bigger splash
on TV to Tik Tok and back again. This way everyone who invests wins. This
document outlines our plan in detail, what is in it for you, and why we need you
to invest just £10+VAT per employee to make this idea a reality. My question
would be ‘IF NOT NOW, THEN WHEN?’
. We have never been in a stronger
position, nor had a more pressing need, to help each other make the perennial
problems of hospitality recruitment go away for good.
Let’s all rise together.
Mark McCulloch

THE CURRENT SITUATION
• Businesses are going it alone and struggling to
make an impact
• We are fighting each other for an ever-smaller
number of candidates
• Other industries are throwing huge sums of money
at the same audience
SOMETHING NEEDS TO CHANGE
We are not just having to convince job seekers to join us ahead of other
hospitality venues… we are having to fight against other sectors such as
retail and massive companies such as Amazon, Tesco and Uber who want
to pinch the same entry level candidates as us.

THE SCALE OF THE PROBLEM
• Hospitality is the 4th biggest employer in the UK
• 660,000 hospitality jobs lost due to the pandemic
• 188,000 hospitality vacancies in the UK
• Only 1 in 5 UK adults would consider a job in
hospitality*
• Only 2 in 5 UK adults would recommend a job in
hospitality to others*
A BIG PROBLEM, NEEDS A BIG SOLUTION
Brexit and Covid-19 have been hammer blows to the sector, but they have
amplified, rather than invented, the recruitment crisis. The issues have been
turbocharged, but the challenges are deep-rooted and have been growing
for some time. The current crisis has emphasised the need for a fresh
approach that can effect lasting change, rather than constantly fighting the
same battles over and over.
*Data provided by KAM Media.

THE WHOLE WORLD IS SHORT STAFFED HOSPITALITY
VS
IT’S A FIGHT FOR ATTENTION
Your potential chef candidate is being wooed by Amazon, your future bar
manager is being targeted by Tesco and your next great door host could be
driving an Uber. Recruitment isn’t just an internal hospitality bunfight, it’s
Hospitality Operator vs Big Business Everywhere... a real David & Goliath battle.
Hospitality Rising has the ambition and the dynamism that the
sector so desperately needs. The workforce challenges are stark
and without dramatic action by industry these problems will not be
fixed. Within the industry we all know how great jobs and careers
in our sector can be but we need to reach out to those who are not
aware – and that is exactly what Hospitality Rising is aiming to do.
UKHospitality is extremely proud to be involved in this potentially
game-changing project.
Kate Nicholls
CEO, UKHospitality
“

TO GO FAR, GO TOGETHER
Liverpool, Man Utd, Chelsea & co not only market themselves, but they also
succeed by being part of a global campaign to market The Premier League
itself. They know they are in a fight for attention, not just with other football
teams and leagues, but other sports and other forms of entertainment. As a
sector, we need Hospitality to adopt the same mindset so that we can flex our
communal muscles to achieve the biggest benefit for all.
• Pool our resources to make a bigger bang
• Enjoy the benefits of economies of scale
• Think bigger and align on a common goal
While we usually focus on the question, ‘Why should people want to
work at Hawksmoor?’, we’re really excited to be getting involved with
Hospitality Rising and focussing on the question, ‘Why should people
want to work in hospitality?’. It’s an incredible industry for anyone with
a love of food, drink and people. Hopefully the campaign will not only
encourage people into our industry, but also encourage restaurants, bar
and pubs to do the best job they can employing those people as well.”
Will Beckett
Co-Founder of Hawksmoor
“

OUR SOLUTION?
LET’S DOUBLE THE TALENT POOL

HOW DO WE DO THIS?
“
A WORLD CLASS BRAND AND ADVERTISING
CAMPAIGN
Our vision is to create and launch the BIGGEST hospitality recruitment
advertising campaign in history. This ambitious, but absolutely achievable,
undertaking will seek to double the hospitality talent pool by unleashing
a compelling, exciting, government-sized campaign which captures the
attention of young job seekers and encourages them to consider a job in
hospitality.
Think (the hugely successful) Army ‘Be The Best’ campaign, but for
Hospitality.
“I’m supporting Hospitality Rising to show our sector offers
more than jobs, but great career paths where you can quickly
go from behind the bar to running your own pub!”
Emma McClarkin
Chief Executive of the British Beer & Pub Association

THE IPA - OUR CREATIVE DREAM TEAM
Via a body called IPA10X, who give their time for free to UK social issues,
we have already secured £250k worth of creative agency time to help
crack the creative strategy.
Our creative team is made up of the senior teams of Ogilvy (agency for
Burger King and Coca-Cola), VCCP (agency for O2, Dominos, Walkers,
Cadbury), Forever Beta (Google’s lead creative agency) plus Matt
Waksman (the lead strategist for the recent Army campaigns) and one of
the greatest marketing minds and behavioural scientists of all time, Rory
Sutherland.
“
The very best of the advertising industry is coming together to
create a recruitment campaign to reframe and rejuvenate the
hospitality sector before it’s too late.
Julian Douglas
IPA President

THE IPA HOSPITALITY RISING CREATIVE TEAM
Julian Douglas
IPA President, Vice Chairman
& International CEO
VCCP
Robin Gadsby
CEO
Forever Beta
Matt Waksman
Ex-Recruitment Strategist for the
Army, Brand Strategy Partner
Ogilvy
Siobhan Richmond
Strategy Director
Forever Beta
Emily Stowold
Senior Group New
Business Manager
VCCP
Rory Sutherland
Vice Chairman
Ogilvy
Paulo Areas
Partner & Chief Creative Officer
Forever Beta
Sam Tatam
Global Head of
Behavioural Science
Ogilvy
Nick Radley
CSO, Brand Strategist,
Crowdsourcer, Researcher
Forever Beta
Myles Cryan
Senior Account
Director
VCCP
Angie Moxham
Founder & CEO
The Fourth Angel

OUR INSPIRATION IS THE ARMY
RECRUITMENT CAMPAIGNS
In terms of advertising impact and effectiveness, The British Army recruitment
campaigns of recent years are the gold standard. By depositioning other job
options and repositioning The Army with a laser focus on non-rejectors, job
applications doubled and we plan to replicate both this strategy and this success.
WHAT IS DEPOSITIONING?
Making alternative options/ rivals seem like a poor choice.
WHAT IS REPOSITIONING?
Changing the perception of an offering so it becomes more appealing.
WHO ARE NON-REJECTORS?
Those least likely to ignore and therefore be interested in the message.
“From the day I printed my first fake ID, I’ve been obsessed with
London’s vibrant, diverse, pulsing, nightlife. I am behind and giving
my time for FREE to Hospitality Rising UK because hospitality
makes life worth living.”
Matt Waksman
Lead Recruitment Brand Strategist, The Army
“

THE BRIEF
GET
WHO
TO
BY
YOUNG, EXPERIENCE-LED, JOB SEEKERS
ARE LOOKING FOR AN ENTRY LEVEL POSITION
BUT DON’T WANT A BORING JOB
CONSIDER HOSPITALITY AS A MORE APPEALING,
VIABLE OPTION THAN ALTERNATIVES LIKE RETAIL,
OFFICE JOBS OR WAREHOUSE WORK
SHOWING THAT IT IS A FUN AND EXCITING COMMUNITY,
FILLED WITH INTERESTING PEOPLE LIKE THEM

STRATEGY
DEPOSITION THE TYPICAL
‘ENTRY LEVEL’ JOBS...
...AND POSITION A CAREER IN
HOSPITALITY AS THE EXCITING,
SOCIAL, DIVERSE OPTION
MAKE HOSPITALITY THE OBVIOUS CHOICE FOR OUR TARGET AUDIENCE
A diverse, exciting experience that promises you’ll never be bored - and encourage them to take the first step.

A NOTE JUST BEFORE YOU SEE
OUR TWO CREATIVE ROUTES...
The IPA creative team have come up with two brilliant routes for our ad
campaign with both ‘Live Fast Work Young’ and ‘Local Legends’ meeting
the strategy and the brief. We wanted to share a sense of these with you
as it is always exciting to see creative, understand the quality of the output
and also a feel for where your money would go. The content of the next few
slides are very much a work in progress and NOT THE FINAL ads, but they
give a good idea of where we will land.
Although we absolutely welcome your feedback, as I hope you can
understand, we cannot act on everyone’s thoughts and comments. We will
stay focused and will put both of these creative routes through thorough
research with the target audiences and let the data be our guide to ensure
the chosen direction resonates strongly with our target audience. Please do
remember that these are mood movies created for research testing and not
the final ads… we hope you enjoy them!

CREATIVE ROUTE 1

LIVE FAST. WORK YOUNG.
What we need is a campaign that invites people to be part of something.
That takes people away from their boring life or job towards a place they
will feel alive, together. Community. Belonging. It is all part of this task.
We need a calling.
This concept stands for working in hospitality as a way of staying
young. Young at body. Young at heart. Working in hospitality as an
act of rebellion against the 9-5. Because it is fast paced and exciting.
Hospitality is an industry that’ll keep your spirit young.

LIVE FAST. WORK YOUNG. (VISUAL WORLD)

HTTPS://WWW.YOUTUBE.COM/WATCH?V=EYEXP58WRRG
CREATIVE ROUTE 1 - VIDEO

LIVE FAST. WORK YOUNG. (TONE OF VOICE)

CREATIVE ROUTE 2

LOCAL LEGEND
The men and women who work in our local bars, pubs, cafes and
restaurants are all heroes. They’re all local legends. They’re the selfless
ones that get the fun started and keep it going. They’re the ones that
facilitate the good times and help them roll.
Because of this, these men and women get recognised in the street. A
friendly nod of appreciation. They’re a familiar face about town. A minor
celebrity amongst their peers. They’re local heroes. Local Legends.
In this campaign we celebrate these local legends. Our campaign salutes
these unique men and women and invites others to join them.

BECOME A LOCAL LEGEND (VISUAL WORLD)

HTTPS://WWW.YOUTUBE.COM/WATCH?V=XSMJ2FWIZ9E
CREATIVE ROUTE 2 - VIDEO

BECOME A LOCAL LEGEND (TONE OF VOICE)

GUIDE MEDIA SPLIT
WEEKS IMPRESSIONS REACH COST
TV 4 weeks 6 OTS 21m £1.7m
DIGITAL 4 weeks 100m impressions TBC £630k
OOH 2 weeks 35m impacts £700k
PRINT 8 weeks 10 OTS £800k
PR, RESEARCH, AGENCY,
PRODUCTION
16 weeks £1.2m
£5M

WHAT IS THE APPLICANT JOURNEY?
PERSON SEES
ADVERTISING
CAMPAIGN
THEY VISIT THE
HOSPITALITY
RISING JOB BOARD
WEBSITE WHERE
ALL OF YOUR
LOVELY VACANCIES
WILL BE
THEY CREATE
AN ACCOUNT
TO SEARCH
THROUGH ALL
OF THE JOB
VACANCIES
THEY APPLY FOR
ROLE(S) AND WE
RETAIN DETAILS TO
MARKET FUTURE
OPPORTUNITIES
THEY ALSO SEE ADS
FROM RECRUITMENT
AGENCIES WHO
HAVE PAID TO
FEATURE ON THE
SITE
*Only those operators and recruiters who have invested in Hospitality Rising can post jobs or advertise on the job board.

WHY YOU SHOULD GET BEHIND HOSPITALITY RISING
THE CURRENT CRISIS IS NOT TEMPORARY
Brexit and the Covid-19 pandemic have turbocharged an existing problem
and if we don’t address this now, we will continue to fight one another over
an ever-shrinking slice of the same cake.
• Hiring costs are rising and rising
• Staff turnover is increasing
• Current employees are leaving the industry in droves
• The talent pool is dwindling
The Hospitality Rising ad campaign will both stop the haemorrhaging of
teams through creating pride to work in the industry and will capture the
attention and ultimately generate the next wave of applicants / talent into
the industry.
MINIMAL INVESTMENT FOR A BIG BANG
All we are asking you to do is to invest a small portion of your recruitment,
marketing and sustainability budget to the central Hospitality Rising pot.
This will create real economies of scale to help us launch the BIGGEST
hospitality recruitment advertising campaign that the UK (and beyond) has
ever seen.
If we can step above the siloed thinking of “What’s in it for me?” then we
really can make a big splash and crack this thing together. All boats, as they
say, will float on a rising tide.
For example, if you wanted to increase visitors to the London Eye, the right
strategy would be a collaborative approach by all tourist attractions to
promote London itself, rather than one single attraction, therefore meaning
that everyone wins at an industry level.
Do go it alone by all means, but if you want to go far then it’s best to go
together.

WHAT’S IN IT FOR YOU?
1) Access to the locked Hospitality Rising Job Board where all of the advertising
will be pointing applicants to.
2) You will have access to the new wave of applicants / talent before those who
don’t invest.
3) You will become an approved partner of Hospitality Rising and be given the
HRUK kitemark that you are working to make Hospitality a good place to work
and part of the HRUK club.
4) You will feature as an official partner of Hospitality Rising (HRUK) on our
materials and marketing channels.
5) You will receive a Hospitality Rising partner venue marketing pack so you can
advertise for roles at your venue.

WHAT SAVINGS WILL I MAKE?
• Poor staff retention is very expensive. As the long term effects of our
campaigns take root and hospitality becomes a more desirable career
choice, the calibre of candidates will improve and the costs of constant
churn will reduce. Our long term strategy is to move the narrative on
from ‘good place to work’ to ‘great place for your whole career’ but first
we are injecting a burst of new entry level talent with the exciting launch
campaigns.
• Reduction of spend on agencies and agency staff. Better for your brand
and an improved customer experience for your guests.
• Reduction of spend on recruitment agency fees for higher level positions.
Although our campaign targets entry level staff, we will see more senior
applicants come through too.
• You will save the money you currently spend on job boards, by having
free access to the brand new one that we will create.

HOW WILL WE MEASURE SUCCESS?
We have two main measures of success (thanks to KAM Media).
1) WE NEED TO GET THE 1 IN 5 PEOPLE WHO
WOULD CONSIDER WORKING UP TO 2 IN 5 PEOPLE
2) WE NEED TO GET THE 2 IN 5 PEOPLE WHO
WOULD RECOMMEND WORKING IN HOSPITALITY
TO SOMEONE ELSE TO 3 IN 5.
Achieving both these goals will mean 21.2 million people in the UK being
open to considering a hospitality job and 31.8 million people recommending a
job in hospitality to someone else.
This will take time and we will need this level of advertising to run year after
year to permanently change perception. We need to constantly be top of mind
for people pushing the same message consistently year after year.

WHAT’S STOPPING US?
WE HAVE THE CREATIVE PLAN
Our Creative Dream Team is in place, our world class strategy is ready
to roll and we know that the recruitment crisis is not going anywhere. As
positions remain unfilled, our friends and colleagues are curtailing opening
hours, closing on certain days and struggling to meet customer (and their
own) high standards. The time is now, so why the delay?
CAMPAIGNS COST MONEY
We need a monumental effort to reach all the eyeballs that will make this
initiative a success, and that means paid advertising… lots of it. We need to
be on TV, in train stations and on TikTok. We need to be all over Instagram,
in print and on campus. This could save the industry we love, but it will cost
money. We are asking you to join us by investing a small portion of your
recruitment, marketing and sustainability budget to the central Hospitality
Rising pot.
WHAT’S THE COST TO YOU?
The cost to you is simply £10
(+20% VAT) per person that you employ (at any level).
So, if Emma owns a pub and has 8 staff, Emma invests £80 (+20% VAT).
If a large brewer and pub chain has 5000 employees then they invest £50k
(+20% VAT). We will chat to businesses who have larger workforces than
5000 to agree the right level of investment.
UK Hospitality are handling all invoicing, banking and will be guardians of
the fund to ensure the safety and prudent spend of all of your investments.
UKH will start invoicing as soon as you commit to investing. We are also
seeking investment from the UK Government plus investors, suppliers,
corporate sponsors, media partners and recruitment agencies in hospitality.
If you are reading this as an industry supplier, commercial partner,
private investor or government office we will be in touch with you
regarding the proposed investment levels for you and your organisation.
Please bear with us.

WHAT’S THE TIMELINE?
November 2021 - January 2022
FUNDRAISE THE £5M REQUIRED
February, March & April 2022
CREATE THE ADVERTISING CAMPAIGN
May / June 2022 for 12 months
ADVERTISING CAMPAIGN GOES LIVE
WHAT’S NEXT?
Please fill out, sign, scan and email your investor commitment form to
hello@hospitalityrising.org
Make sure that you are:
• Signed up to our mailing list at hospitalityrising.org
• Following us on Twitter and Instagram @hosporisinguk
• Telling everyone in your network about this initiative

BRANDS ALREADY BEHIND HOSPITALITY RISING

ADVISORY BOARD
Peter Martin
Founder & Executive
Director
Peach 20/20
Nick Collins
CEO
Loungers
Kenny Blair
Owner & MD
Buzzworks
Kate Nichols
CEO
UK Hospitality
Steve Alton
CEO
British Institute of
Innkeepers
Emma McClarkin
CEO
BBPA
Key Harriman
Senior Director HR
UK, Ireland & Israel
Hilton
Jon Hendry Pickup
MD
Buitlin’s
Mark McCulloch
Founder & CEO
Supersonic Inc

THE DOING TEAM
Mark McCulloch
Founder & CEO
Supersonic Inc
Mark Stretton
MD
Fleet Communications
David Rapson
Brand Strategy Director
Ignite / Fuse
Mike Pawlukiewicz
Founder & Design
Director
Saved By Robots
James Nye
MD
Anglian Country Inns
Katy Moses
Founder & MD
KAM Media
Paul West
Founder & CEO
Ignite / Fuse
Katie Jenkins
Marketing Director
KAM Media
Jill Whittaker
MD
HIT Training
Mark Wingett
Insight Editor
Propell Info
Paul McVey
Founder & Creative
Director
Saved By Robots

INDIVIDUALLY WE ARE
ONE DROP, TOGETHER
WE ARE OCEAN
Ryunosuke Satoro

THANK YOU FOR YOUR SUPPORT ON
BEHALF OF THE TEAM AND I
MARK MCCULLOCH
Founder
Hospitality Rising
07881314385
hello@hospitalityrising.org
(also Founder & CEO at Brand and Marketing Consultancy
www.supersonic.marketing)

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