Recruitment and retention in rural hospitality: perspectives from Suffolk, East Anglia

Purpose This study investigates recruitment challenges in the tourism and hospitality industry in rural East England, with a focus on the county of Suffolk. It examines the effects of Brexit, the COVID-19 pandemic and rising mental health awareness on the recruitment process, alongside emerging issues such as “ghosting” by candidates. The research aims to provide actionable recommendations to address these challenges. Design/methodology/approach A qualitative approach was adopted, conducting and analysing the data from two semi-structured interviews. Both interviewees are part of the hospitality recruitment sector based in Suffolk. Their insights were analysed to identify the key strategies related to recruitment challenges and retention in this area. Findings This study highlights the strong impact of COVID-19, Brexit and mental health concerns on recruitment in Suffolk's hospitality sector. Challenges include a limited talent pool and the growing phenomenon of “ghosting”. Multiple and divergent perspectives on today's technology reveal tensions between maintaining traditional personal communication and embracing innovation for recruitment efficiency. Research limitations/implications This qualitative study is limited by its small sample size–only two interviews–restricting the generalisability of its findings beyond rural Suffolk. Insights may not apply directly to urban or international hospitality sectors. However, the depth of information gathered provides a valuable, context-specific understanding of recruitment challenges in rural hospitality. Future research could expand the sample and include multiple regions for broader applicability. Practical implications The study offers actionable strategies for hospitality recruiters in rural areas, such as combining personalized recruitment with technological tools and addressing “ghosting” through structured follow-ups. It also recommends financial incentives, employer branding via social media and partnerships with educational institutions to attract young talent. These approaches aim to enhance retention and recruitment in regions like Suffolk, facing workforce shortages. Social implications This research highlights how socioeconomic events like Brexit and COVID-19, combined with rising mental health awareness, impact rural hospitality recruitment. It underscores the importance of supportive work environments, mental health sensitivity and inclusive recruitment to foster long-term employee engagement. Enhancing career opportunities locally may reduce outmigration, supporting social and economic sustainability in rural communities. Originality/value This research fills a gap in the literature concerning recruitment challenges in Suffolk's hospitality sector, focussing on the unique phenomenon of “ghosting”. It offers practical recommendations for hybrid recruitment strategies, attracting local talent and addressing candidate disengagement.