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NCRLA’s Serving Careers campaign inspires 300,000 new hospitality job applications

RALEIGH, N.C. (Jan. 30, 2024) — The North Carolina Restaurant and Lodging Association’s (NCRLA) Serving Careers campaign has generated over 300,000 job application starts just four short months after its launch in October 2023. This number correlates to the number of job application starts on Indeed in North Carolina from the Serving Careers campaign efforts.

“These results reinforce that our messaging featuring real North Carolinians working in the industry is resonating with people looking for new job opportunities,” said Lynn Minges, President and CEO of NCRLA. “Every story showcases how unique a career in hospitality can be. Whether you are looking for a part-time job with flexibility or a lifelong career, there is much to be gained from a job in your local restaurant or hotel.”

Serving Careers was launched to attract and retain hospitality industry employees and to highlight the valuable skills and diverse career paths available at the 20,000 restaurants and hotels across the state. So far, the campaign as a whole has generated more than 65 million total impressions.

“Staffing is always an issue for any hospitality business, but particularly for quick service restaurants. Serving Careers has helped to take away some of that burden and we’re thrilled by the number of new applications we’ve seen in the past four months,” said Burney Jennings, chair of Biscuitville Fresh Southern® and the NCRLA board chair.

Regionally, there have been:

  • 94,516 application starts in the Triangle
  • 86,051 application starts in the Charlotte metro area
  • 63,759 application starts in the Triad
  • 23,666 application starts in the Greenville-New Bern-Washington market
  • 11,734 application starts in the Asheville market
  • 5,930 application starts in the Wilmington market

Click here to see an overview of the Serving Careers website, a snapshot of social media posts and videos being used in the campaign. The hospitality industry is a driving force in the state’s economy. It represents more than 20,000 businesses, $33 billion in annual sales and employs 9% of the state’s workforce, which is approximately 450,000 employees.


NCRLA is the uniting force of the North Carolina hospitality industry. We impact legislation and policies, cultivate relationships, and provide valuable resources to help members run their businesses. Find out more at www.ncrla.org.

Media Contact

Renee Harvey
Email: media@servingcareers.com
Phone: (336) 553-1732