Hiring a cook: reaching the ones who are not looking

Most qualified cooks already have a job. To hire one, talk about what makes them move (hours, split shifts, brigade, cooking from scratch, pay), reach them outside job sites at the times they switch off, and offer a kitchen trial within a few days.

A role under heavy pressure

France Travail's labour needs survey (BMO) records 51,600 hiring plans for cooks, 57.6% of them rated difficult. For head chefs, the share rises to 72.1%. Nearly half of cook hiring plans (48.1%) are seasonal, which puts every establishment in competition over the same weeks.

What makes a cook change kitchens

• Hours: straight shifts or split shifts, closed Sunday evening, two consecutive days off.
• The cooking: fresh produce, a changing menu, how much is made in-house.
• The team: brigade size, a chef who is present, the atmosphere at the pass.
• Pay: net salary, paid overtime, perks.
• Progression: becoming chef de partie, sous-chef, taking on a menu.

An ad that answers these points, with figures, speaks to an employed cook. An ad listing desired qualities tells them nothing.

Where to reach them

An employed cook does not read job ads between services. They check their phone in the morning, during the break, after service. Advertising targeted by role and area on social networks, video and apps appears at those moments. Added to job sites, it also covers people who are not actively looking. On Seeqle campaigns, 80% of the profiles reached are passive: they are reached through display, audio and social networks.

From first message to trial

1. Write the ad like a kitchen job sheet. Type of cuisine, covers per service, position in the brigade, exact hours, pay.
2. Show the kitchen. A photo of the pass, the team, a plate. No stock images.
3. Make applying simple. A phone number or a short form. Many cooks have no up-to-date CV.
4. Offer a quick trial. One paid service alongside the team, within three to five days. It is the only real test.

Metrics to track

• Time from application to kitchen trial.
• Trial-to-hire conversion rate, which shows whether the ad attracts the right level.
• The share of employed candidates among those who come to a trial.
• Retention at three months, to check the advertised hours were accurate.

Common mistakes

• Writing "hours to be agreed": it is the candidate's first question.
• Waiting until the end of the season to hire a sous-chef.
• Judging on the CV rather than on a service.
• Letting more than 48 hours pass before calling back.

What campaigns show

For 3 Brasseurs, a chain of brasseries, the campaign increased qualified applications by 56% for kitchen roles and by 30% for front-of-house. See the 3 Brasseurs case study.

Our page on recruitment solutions for restaurants details kitchen and floor targeting. For seasonal establishments, also read the seasonal hotel recruitment timeline.

Frequently asked questions

How can you hire a cook quickly?

A precise ad on hours and pay, advertising that reaches employed cooks, a same-day call back and a trial within a few days.

Should you require a cooking diploma?

A diploma is reassuring, but a trial service remains the best indicator. Many good cooks learned on the job.