Staff Recruitment Initiative
How has this idea enhanced your club's operation, etc.?
The nationwide staff shortage greatly impacted various departments throughout the Club. As we sought out qualified candidates who upheld our Simple Truth “Great People Make Favorite Places”, we saw the increased difficulty in staff recruitment and wanted to figure out new ways to introduce country club employment opportunities. As a result, we hired a local PR firm, Maroon PR, and strategized with them our recruitment challenges and how the hospitality market does not perceive private clubs as a career. Our hiring campaign theme was Great People Make Favorite Places/You Matter, which emphasizes our wonderful company culture.
With Maroon PR’s help, we utilized BCC owned media and earned efforts in our hiring campaign. For BCC owned media, we did Meet the Staff videos. These short form videos featured current staff members on our Food & Beverage Team talking about how they would describe BCC in three words, their favorite work memory, and advice to new staff. These videos were posted to our Instagram, Facebook, LinkedIn, and TikTok pages.
How was this idea implemented, and what have been the club members' reactions?
As for our earned efforts, we used Facebook ads, placed ads in Baltimore Business journal, and did a feature story about the Club and our employees on the local lifestyle show, WMAR Midday Maryland. We targeted our Facebook ads to people between the ages of 18 to 65 living in the Baltimore area who are currently seeking employment. The carousel ad ran for two weeks and linked directly to our job openings.
We placed print and digital advertisements in Baltimore Business Journal along with Career and Biz Spotlights. Lastly, we did a feature story on WMAR Midday Maryland where Staff members spoke to host Elsa M. on what makes BCC a great place to work. We have received positive feedback from members, staff members, and the club industry at large on our hiring campaign. It has been featured in Club Director and Club + Resort Business. Our General Manager Kent Johnson also spoke about it at the CMAA Membership & Marketing Summit in coordination with Creatiuve Golf Marketing in January 2022.
About the author
M. Kent Johnson