The French food industry is going through a silent but deep crisis. Between little valued image, sometimes difficult working conditions and increased competition from other industries, agrifood companies are struggling to find the skills they need. Claire Baruffi, founder of Megabar, Agency specializing in the attractiveness of companies and the employer brand, offers several avenues for reflection and action.
With 61% of recruitment deemed difficult according to a Pôle emploi study, the sector struggles to attract and retain talent. However, it is strategic : first industrial employer in the country, it brings together more than 528,000 employees. Despite this importance in the French economy, the agri-food industry suffers from a lack of image among young people. Many still associate the sector with harsh working conditions, to low-skilled professions or a lack of innovation. However, companies in the sector are evolving, particularly on environmental and technological issues. “The agri-food sector must tell a different story. There are incredible opportunities, of research and development, strong commitments to the environment and exciting projects. But if these aspects are not highlighted, how do you want to attract young talents ? Today, candidates choose companies that make sense. The agri-food industry must take this turn. »
The employee experience : a key lever to build loyalty
Attract candidates, it's a thing, but you still have to keep them. Many food companies face significant turnover, particularly in production professions. Difficult working conditions, a lack of prospects for advancement and a sometimes rigid corporate culture are often singled out. However, some companies have been able to reverse the trend by focusing on quality of life at work and attractive career paths. “Candidates no longer just want a job, they are looking for an experience. We must ask ourselves the question : what do we offer beyond the salary ? Flexibility, formations, managerial support… The agri-food industry must modernize and adapt to new expectations. Otherwise, it will continue to lose talent to other, more attractive sectors. »
Recruit differently : dare new approaches
Faced with recruitment difficulties, some companies rely on innovative strategies. Partnerships with schools, recruitment via social networks, valuing their employees as ambassadors… So many levers that make it possible to expand the talent pools. But these practices are still underdeveloped in the agri-food industry.. “We have to move away from the classic recruitment pattern. Post an ad and wait for candidates to come, it doesn't work anymore. Companies must find talent where they are, by showing their daily life, by telling their story, by making you want, by simply letting employees talk about it. Digital and social networks are great tools for this. »
Artificial intelligence for recruitment
In a context of talent shortage, artificial intelligence is gradually emerging as a key tool for optimizing recruitment in the agri-food industry. From CV selection to automation of first interviews, through the identification of passive candidates, algorithms save time and improve the relevance of hiring. However, the agri-food sector lags behind in the adoption of these technologies compared to other industries. “AI is not a threat to human recruitment, it is a lever of efficiency. It allows you to sort applications more quickly, analyze skills in a more detailed way and even predict whether a candidate is in line with the company culture. But too few agri-food companies actually exploit it. It’s time to stop seeing these tools as a gadget and fully integrate them into HR strategies. »
A precious ally
AI can also improve the candidate experience, by streamlining the recruitment process, by personalizing exchanges and reducing response times, often cited as a point of frustration by applicants. “A recruitment, it's an experience. Today, HR chatbots can answer candidate questions 24/7, online assessment tools allow skills to be tested in real situations, and algorithms help to “match” the right profiles with the right offers. Why deprive yourself of it ? » If AI will never replace the human role in recruitment, it can become a valuable ally for a sector that needs to modernize its methods and attract new generations.
