Jose Andre’s Beefsteak is one of a kind in the fast-casual segment of the restaurant industry. Founded in 2014 and with five locations spread across Washington (“Beefsteak - Crunchbase company profile & funding,” 2020), it has revolutionized the sector with its farm-fresh market-driven vegetable delicacies. This paper aims to develop a recruiting and selection strategy for Beefsteak, both managerial and staff positions.
Beefsteak’s company profile and business model.
Beefsteak LLC was founded in 2014 as a subsidiary of ThinkFoodGroup, by José Andrés (“Beefsteak - Crunchbase company profile & funding,” 2020). To date, the restaurant has five business locations spread out within Washington DC. The business, which is classified under the Fast-Casual Segment of the restaurant industry, is headed by José Andrés, the President of ThinkFoodGroup. Kimberly Grant assists him, the CEO of ThinkFoodGroup, Marcos Javier, General Manager , and Malik Fitgerald, the Shift Lead (“Beefsteak - Crunchbase company profile & funding,” 2020). Beefsteak operates daily between 10:30 AM and 10 PM, serving customers with its unique and quality vegetable delicacies at customer-focused prices. As a fast-casual restaurant, its yardstick includes daily clients, and average order price, striving to convert even the non-vegetable lovers to try out their products.
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Importance of positive organizational and brand image
Corporate image and brand are some of the assets a business can ride on to success. A corporate brand is how an organization portrays itself to the customers, including from the choice of name, logo, colors, and language (Vaesen, 2018). Customer experience with the brand is what determines the image the business will have.
Positive image and brand for Beefsteak mean high recognition by potential customers and their subsequent loyalty. A positive brand imprints the business in clients’ minds, and they always want to return (Vaesen, 2018). Besides, a positive and robust brand differentiates a company from its competitors in the competitive restaurant industry. Right from its inception, Beefsteak is driven by the need to stand out differently from its competitors. As such, a strong brand will go along way in achieving this goal.
The impact of organizational image and brand on recruitment
The importance of having a positive brand and image is not limited to customers only. The organization's brand and image also have an impact on an employer's recruitment process. Experts say that recruitment in the present age has given the candidates the power, and employers can no longer sit pretty and wait for applications to come knocking (Nicol, 2017). Organizations must, therefore, create awareness of their brand, image, and values (Nicol, 2017). Raising awareness of the brand helps an organization to attract the right candidates by making known what kind of business it is and the work culture and values that prevail within it (Nicol, 2017). Therefore, potential employees can gauge themselves to see if they are the sort of people needed to work there.
Benefits of Diversity
In Recruitment: For Beefsteak café in an increasingly competitive industry, it is necessary to consider every factor to further its goals. One such factor is the diversity of its workforce. Besides just fulfilling legal requirements, diversity recruitment would have some tangible and industry-specific benefits to Beefsteak. The first benefit is improved customer service (Albanese, n.d.). Having employees from diverse backgrounds will help customers personally and enhance customer experience (Albanese, n.d.). Exceptional customer experience gives the business an outstanding image among its industry peers. Diversity recruitment also provides a business with a competitive advantage in the industry (Albanese, n.d.). By being diverse, the company endears itself to jobseekers on the grounds of nondiscrimination against employees (Albanese, n.d.). Therefore, people would be willing to work for the business, and that way, it will draw from the best available talents in the industry.
In Beefsteak’s brand : In addition to the aforementioned, diversity promotes employee productivity by bringing together different talents and knowledge (Albanese, n.d.). Besides, diversity equips the organization to offer more relevant services (Albanese, n.d.) A productive workforce and appropriate services would promote Beefsteak's brand.
Diversity and contemporary human capital topics: In a diverse workforce , it is crucial for managers, especially the human resource department, to understand employee cultures to avoid violating cultural rules that are important to others. As such, organizational culture should be made diverse and inclusive.
Diversity and Predictive analysis: Predictive analysis uses historical statistics and data to predict future outcomes through machine learning techniques (Snyder, 2018). The human resource department should conduct diversity and inclusion programs through predictive analysis to achieve evidence-based diversity.
Beefsteak recruitment strategy
Sourcing : With the intense competition in the restaurant industry, Beefsteak needs to hire competent and high-quality staff. The first step would be for job postings (“selection process,” n.d.). To attract the right pool of applicants, the job postings should clearly define the position, timeframe, and reflect the company brand and values. For Beefsteak, newspapers and job agencies would be recommended for job postings. Internet-based sources and social media can also be used to supplement traditional sources.
Assessing : Once applications start flowing in, the next step is reviewing resumes to match the candidates' job requirements. For a reputable business such as Beefsteak, hundreds of resumes are expected. To make the process less tedious and more effective, a computer program should be used to search for keywords in resumes (“selection process,” n.d.). This process will help the recruiter narrow down on a manageable number of resumes that can then be reviewed before being recommended for interviews.
Afterward, the recommended candidates would be subjected to pre-recruitment simulation and assessment tests. This can be achieved by conducting biographical data tests to establish attitude and motivation towards the specific role (“selection process,” n.d.). For simulation, candidates for chefs, attendants, and waiters should be asked situational judgments questions putting them in scenarios that require them to do the task. Prior job experience will be an essential pre-hire requirement (“selection process,” n.d.). As a business whose focus is on building its brand image, it would not be wise to experiment in service delivery. As such, at least two years the experience would be recommended for junior staff and five years for managerial and senior staff.
Employing: Once the right candidates have been identified, an offer letter detailing the salary, benefits, and start date that is within the company's budget and also attractive to the candidate. Once the candidate accepts the offer, the employee's paperwork should be processed, followed by an onboarding process to welcome the employee professionally and integrate them into the business.
Beefsteak selection strategy
To ensure diversity, Beefsteak must apply a selection strategy for both managerial and staff positions. A compensatory selection strategy would work best for Beefsteak. Using this strategy, a single test is administered on all candidates simultaneously, so the results come out simultaneously (“selection process,” n.d.). Given the high safety necessity in the restaurant industry, drug tests should be administered first. Candidates who pass the test should then undertake job knowledge tests, followed by integrity tests, situational judgment, and then work sample tests. Selection criteria should be conducted in the order in which the tests are listed.
The selection process outlined above applies to both managerial and staff positions. From the above discussion, it becomes apparent that people analytics, diversity, and marketing business brand to job seekers are as important as the requisite skills in the desired workforce. Coupling this concept with its unique and creative veggie delicacies will hand Beefsteak the desired long term success in the restaurant industry.
References
Albanese, E. (n.d.). Why is Diversity Important in Recruiting and Retention? Workplacediversity.com. https://workplacediversity.com/news/Why-is-Diversity-Important-in-Recruiting-and-Retention#:~:text=Companies%20should%20recruit%20people%20of,expose%20themselves%20of%20various%20capabilities
Beefsteak - Crunchbase company profile & funding. (2020). Crunchbase. https://www.crunchbase.com/organization/beefsteak Carroll, C. E. (n.d.). Organizational Image . https://sci-hub.se/10.1002/9781405186407.wbieco027
Healthy Done Right Beefsteak Success Story . (n.d.). Compeat | The #1 Restaurant Management Software. https://www.compeat.com/app/uploads/2018/03/case_study-beefsteak.pdf
Nicol, C. (2017, October 26). Impact of branding in recruitment | Sage people . Sage Business Cloud People. https://www.sagepeople.com/about-us/news-hub/the-impact-of-employer-branding-on-the-recruitment-process/
Snyder, B. (2018, June 20). Why using data is your key to increasing diversity, according to this tech leader . Business Solutions on LinkedIn | LinkedIn Business. https://business.linkedin.com/talent-solutions/blog/diversity/2018/using-data-to-increase-diversity
The selection process . (n.d.). Site not found · GitHub Pages. https://saylordotorg.github.io/text_human-resource-management/s09-01-the-selection-process.html
Vaesen, M. (2018, March 15). What is brand identity, and why is it important to my business? Tomango. https://www.tomango.co.uk/thinks/brand-identity-important-business/
