In today’s ultra-competitive hiring landscape, few industries face workforce pressures as intense as food and beverage. From restaurants and hospitality to packaged goods and processing plants, employers across this sector are struggling to attract and retain the talent they need to keep operations running smoothly.
The National Restaurant Association’s 2025 State of the Industry report projects 200,000 new jobs in the U.S. food service sector this year, pushing total employment to 15.9 million. Meanwhile, Jessica Repetti, writing for the HR Director, reported that in 2024, 82 percent of restaurants and foodservice employers actively engaged in hiring efforts, with many struggling to fill frontline roles such as line cooks, shift managers, and delivery drivers.
So, how can companies stand out?
In this edition of the Talent Leader Council series, produced by the Recruitment Process Outsourcing Association (RPOA), we sit down with Michelle Krier, with Advanced RPO, a seasoned leader in employer branding and recruitment marketing, to explore why employer brand strategy is no longer a “nice-to-have” in food and beverage—it’s a critical differentiator. From building a reputation as an employer of choice to navigating the labor shortage with purpose and authenticity, our conversation dives into the practical ways brands can elevate their recruiting outcomes, even in a supply-constrained market.
Whether you're a TA leader at a national food chain or a recruiter supporting a fast-growing Consumer Package Goods (CPG) brand, this article offers insights to sharpen your strategy and strengthen your employer value proposition, where it matters most.
Key Takeaweays For HR and TA Leaders
Tell the Truth About Jobs
- Most people don't trust companies because they hide the hard parts of jobs. When you're honest upfront, people know what to expect and won't quit on day one.
Stop Using Boring, Same-as-Everyone Messages
- Every company says "we care about our people" which means nothing. Talk to your workers and share what's actually special about your workplace.
Being Honest Helps You Hire Faster
- You might think honesty scares people away, but it actually attracts the right workers. When you get the right people, they stay longer and you don't have to keep hiring over and over.
Most organizations fall into predictable patterns when developing employer brand messaging. They default to safe phrases that create sameness across competitors.
Krier: Too often, when companies are asked what makes them unique as an employer, the answer is some version of: “Our people are our most important asset.” While that may be true, it’s also something nearly every organization says—making it a generic statement rather than a true differentiator.
Another challenge is that many companies haven’t developed a clear employer brand that’s distinct from their corporate brand. Your company brand speaks to customers and investors, while your employer brand speaks directly to current and prospective employees. If you haven’t taken the time to define and communicate what makes your employee experience different—especially in a way that resonates with the types of talent you’re trying to attract—you risk blending in. That’s a real disadvantage when you're competing for talent against organizations that have invested in building a strong employer brand.
Many well-known companies assume their strong consumer brand automatically translates to employer appeal. But job seekers care more about the day-to-day reality of working for your organization. They care more about that than your market reputation.
Krier: Your company brand is what you communicate to customers, investors, and the market—it focuses on your products, services, mission, and business value. Your employer brand, on the other hand, is how you communicate your workplace experience to current and prospective employees. It answers the question: What’s it really like to work here?
Job seekers aren’t just evaluating what you do as a company—they want to know how they'll be treated, whether they'll grow, and what the day-to-day culture is like. That’s why your employer brand needs its own messaging, distinct from your corporate brand. And the most authentic and compelling employer brand messaging comes directly from employees. If you're not regularly talking to them—through surveys, interviews, or even exit feedback—you’re missing a critical opportunity to shape a brand that truly resonates with the talent you want to attract.
This pressure reflects broader industry challenges. Andy Hanacek, writing for Food Processing Magazine, reported that the Food Processing’s 2025 Manufacturing Outlook Survey revealed that 37 percent of food processors report worker shortages as critical and impacting production, up from 32 percent in 2024. Worker recruitment now ranks among the top five manufacturing priorities, while only 23 percent of facilities report no trouble filling plant jobs.
Krier: In fast-paced industries like food and beverage, hiring delays often lead to production delays—so speed is non-negotiable. But that doesn’t mean employer branding has to take a back seat. Practical strategies include using automated scheduling tools and text message updates to keep candidates informed and engaged throughout the process. But it’s not just about the tech—it’s about what you say in those moments. Every touchpoint, whether automated or personal, is an opportunity to reinforce your employer brand. Are you highlighting what makes your work environment unique? Are you clearly communicating expectations and values? These small details help candidates self-select and can reduce costly mis-hires – without adding time to the process.
Lighthouse Research and Advisory research reveals a staggering reality. The vast majority of candidates enter the hiring process already skeptical of employer honesty. This often happens because organizations sugarcoat challenging aspects of roles. They do this rather than preparing candidates for reality.
Krier: Candidates lose trust when there's a disconnect between what they were told during the hiring process and what they experience on the job. It’s tempting to gloss over challenging aspects of a role – especially in environments like food manufacturing, where working conditions are not always ideal – but doing so sets new hires up for disappointment. When candidates feel misled, they disengage or leave altogether, and your reputation as an employer suffers. Honesty about the work environment not only builds trust but also helps attract candidates who are genuinely prepared and willing to do the job.
Even candidates excited about an opportunity can quickly lose confidence. This happens when the hiring process itself contradicts the employer brand promise. Poor communication, unprepared hiring managers, or misaligned expectations can cause this.
Krier: Every candidate interaction shapes their perception of your employer brand. You might start strong with a great recruiter conversation, but if the hiring manager comes across as distracted or unprepared—or worse, contradicts the message you’ve communicated—it creates doubt. Candidates start to question whether the role or culture is really what they were led to believe. That’s why consistency is key. Every touchpoint, from first outreach to final interview, should reflect the same values, expectations, and tone. When that alignment is missing, so is credibility.
Organizations struggling with internal bandwidth and employer branding expertise can leverage RPO partners. These partners can evaluate their candidate journey objectively. They can create differentiated messaging that attracts the right candidates. They can also be honest about role realities.
Krier: Many talent acquisition teams are stretched thin and lack a dedicated recruitment marketing function—so employer branding often gets overlooked. That’s where an RPO partner can make a real impact. We bring the expertise and resources to assess every stage of the candidate journey, identify where the brand experience falls short, and help strengthen it. From crafting messaging to developing recruiting assets and equipping internal teams, we help clients articulate and reinforce their employer brand.
Unlike abstract brand perception surveys, transparency-focused employer branding can be measured differently. It can be measured through concrete metrics. These metrics directly correlate with hiring success and business outcomes.
Krier: There are several key metrics that will show whether your employer brand is strong. One is candidate Net Promoter Score. Ask candidates how likely they are to recommend applying to your company. Interview-to-offer rates can show whether your messaging is attracting the right talent, and onboarding satisfaction surveys—conducted 30 to 60 days after hire—help assess how well the experience matches what was promised.
But metrics alone aren’t enough. Truly effective employer brands are built on radical transparency. That means auditing candidate communications for honesty gaps, creating realistic “day-in-the-life” content, and training hiring teams to have open, authentic conversations. The goal isn't to scare away candidates. It's to attract the right ones while building the credibility that 83 percent of job seekers currently question.
For more insights from other Talent Leader Council contributors, check out our TA Leader Council on the RPO Voice blog, which features interviews with top talent acquisition experts.