According to the Caterer.com hospitality businesses are facing a talent shortage alongside increased demand and higher customer expectation. The research highlights the challenges facing pub, restaurant, hotel owners and caterers as they strive to boost the sector’s image following a sharp drop in available talent, particularly from outside the UK.

The research shows that a lack of information on potential career opportunities has led to misconceptions about the sector with over half (55%) of school leavers viewing hospitality jobs as just a temporary fix and 44% believing that the sector does not offer career progression.

Caterer.com has partnered with Youth Employment UK and Choose Hospitality to start a campaign that will provide school leavers with advice and real-world interviews showcasing the breadth of roles through a range of engaging content.

The research also shows that parents have the biggest influence on career choices of school leavers, however just over one in five (23%) would encourage their child to pursue a career in the hospitality sector as they believe it offers low pay, has anti-social working hours and there is a poor earning potential.

Many young people feel that they have not been properly informed about hospitality jobs at school and 61% feel the removal of food technology from the national curriculum has undermined a career in the sector.

Despite negative parental influence and only 5% planning to have a career in hospitality, the research shows over half (56%) of school leavers agree that the sector is an attractive career option. Some of the biggest draws are the opportunity to learn new skills (30%), flexible hours (28%), wanting to work with the public (24%), variety (21%) and having the opportunity to travel (17%).

Kathy Dyball, director at Caterer.com said: “In an industry wide effort to attract and retain talent, many hospitality employers have taken great steps to improve pay, offer comprehensive benefit packages and flexible working hours. As an industry, we are also taking action to address the misconceptions of the sector, promote the long-term development opportunities and ensure we have a healthy pipeline of entry level talent to move the sector forward.

“To do this, it’s crucial we reach young people as they make critical decisions about their careers. At Caterer.com we have teamed up with Youth Employment UK and Choose Hospitality to create a series of videos showing real-life ‘hospitality heroes’ in action, which will be used as an educational resource in schools around the UK.

“We also know parents play a big role in their child’s career choices, however sadly our research shows that many parents wouldn’t encourage their children to pursue a role in hospitality. Their views on the sector are based on outdated experiences of past generations, and are not a true reflection of how the industry currently operates. These misconceptions need to be continually challenged. Our research shows positive signs upon which industry employers can continue to build upon this in their employment packages.”