A staff report
In October of 2023, the North Carolina Restaurant and Lodging Association (NCRLA) launched an ambitious omnichannel hospitality recruitment campaign dubbed “Serving Careers.” This initiative, funded by a generous $5 million grant from the state’s portion of the American Rescue Plan, aims to showcase the valuable skills acquired through hospitality work and the diverse array of career paths available within the industry.
The Serving Careers campaign employs a multi-pronged approach, featuring a dedicated website (ServingCareers.com), digital advertising, billboards, bus ads, radio spots, streaming TV commercials, and in-person promotions at various community events and job recruitment fairs across the state. Geared primarily towards entry- and mid-level candidates, the campaign also provides valuable resources for employers to aid in hiring and retention efforts.
Over the past eight months, Serving Careers has left a notable imprint on North Carolina’s robust $33-billion-dollar hospitality industry, as well as on Bladen County itself.
In North Carolina, the hospitality industry currently boasts over 19,000 active job postings spread across major metro markets:
– The Triangle: 3,463 active job postings
– Charlotte metro area: 5,232 active job postings
– The Triad: 2,738 active job postings
– Asheville market: 486 active job postings
– Wilmington market: 779 active job postings
Additionally, over the past seven months, a staggering 508,812 hospitality job application starts on job search platforms like Indeed have been directly attributed to the Serving Careers campaign efforts.
In Bladen County, the impact of Serving Careers is tangible:
– Currently, 30 open hospitality positions are awaiting filled in the county.
– Since the campaign’s inception, 345 applications have started, indicating a robust response from potential regional job seekers.
Overall, the Serving Careers campaign has made significant strides, with impressive statistics to showcase its effectiveness:
– To date, the campaign has garnered an impressive 140,637,950 impressions, ensuring widespread visibility.
– Moreover, there have been over 2,079,409 clicks on campaign materials, demonstrating genuine interest and engagement with the initiative’s messaging.
As Bladen County continues to benefit from the ripple effects of the Serving Careers campaign, it stands as a testament to the power of collaborative efforts in bolstering local economies and providing meaningful employment opportunities for communities across North Carolina. Through initiatives like Serving Careers, the hospitality industry thrives, driving economic growth and fostering career advancement opportunities for individuals from all walks of life.
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