Hospitality hopes hang on teen ads

Hospitality operators have their fingers crossed for a new campaign aimed at recruiting teenage workers to face the hordes this summer. But there is scepticism on some fronts whether the State Government-backed campaign, Ctrl Your Summer Job, will yield adequate numbers, and whether the region’s 14-year-olds will manage the influx of mostly Perth tourists. Clamour from operators during the past year about worker shortages led to the campaign, unveiled earlier this month, which will allow teenagers as young as 14 to sign up to a new job-matching website with hospitality venues. It follows a plan from the South West Development Commission to harness workers aged 15-18 as the region groans under the weight of a COVID-19 pandemic-driven boom in local visitation. “Regional WA is experiencing labour gaps, with the booming intrastate tourism sector placing further pressure on businesses,” Minister for Regional Development Alannah MacTiernan said. Burger Baby owner and industry veteran Richard Moroney said the campaign harnessed a normal summer phenomenon. “It’s usual to see an influx of teens entering the job market at this time of year, and this campaign is simply reaching out and connecting businesses and prospective employees in a format that is relatable for these digital natives,” Mr Moroney said. “No measure in isolation is going to solve the problems business face around attracting a workforce and this is one approach of the many that be will be and are needed.” Margaret River Chamber of Commerce executive officer Annie McFie said support for the South West Development Commission program was strong. “Although the chamber hasn’t worked directly on this project, we are supportive of initiatives aimed at training and employment of our local youth workforce,” she said. “It is difficult to attract workers to the region due to current housing shortages. “This program provides a forum to connect local employers with local youth.” The campaign comes as deadlines for mandatory vaccination loom. Operators who asked not to be identified said the underwhelming results of other State Government campaigns — particularly those around vineyards — stoked doubts about the latest effort. SWDC chief executive Mellisa Teede said it was “one of a series of initiatives being undertaken to address the worker shortage”. “We have worked closely with schools in the region and our survey of students in the region attracted more than 400 responses of which 69 per cent indicated they were interested in a job in hospitality over the summer period,” she said. “A total of 78 per cent businesses surveyed were considering employing unskilled junior staff.” Positions most needed were dishwashers, food runners, kitchen help and servers. Australian Hotels Association WA chief executive Bradley Woods said the Federal Government also needed to make it easier for older people to continue to work.