How General Managers Can Maintain Strong Candidate Relationships During a Crisis

Leadership, Transparency, and Trust in Times of Uncertainty

Crisis reveals leadership—and nowhere is that more visible than in how organizations communicate. For general managers in the hospitality industry, how you communicate with candidates during uncertainty defines not only your reputation as an employer but your ability to recover quickly when the market stabilizes.

Whether the disruption is a public health emergency, a natural disaster, or an economic downturn, silence sends the wrong message. Maintaining consistent, transparent communication with candidates—even when hiring slows—positions your business as steady, credible, and ready for the rebound.

In hospitality, relationships are currency. Staying connected to your talent pipeline is an act of leadership, not just recruitment.

Why Communication During a Crisis Matters

When business operations are disrupted, it’s natural to shift focus to daily survival—budgets, safety, compliance, and morale. Yet, your employer brand continues to speak, even in silence. Candidates remember which companies stayed visible, empathetic, and informative. When the recovery phase begins, those organizations will attract top performers faster.

A 2024 LinkedIn Talent Insights study found that companies maintaining regular candidate communication during periods of uncertainty filled future roles 38% faster and received 57% higher candidate engagement rates when rehiring resumed.

The lesson: consistent communication builds loyalty long before the offer letter.

1. Stay Present, Even When You’re Not Hiring

It’s tempting to “go dark” when the hiring pipeline pauses—but disappearing erodes trust. Even simple updates keep your organization top of mind and humanize your leadership team.

What to communicate:

• Brief status updates on your company’s operations.

• Insights about how your business is adapting to the situation.

• Encouragement and resources for professionals navigating the same challenges.

Example message:

“While our hiring activity is limited right now, we’re continuing to plan for future growth. Our team is still reviewing résumés and building relationships with talented professionals who want to grow with us as hospitality rebounds.”

You’re not selling a job—you’re maintaining a relationship.

2. Address the Questions Candidates Are Asking

During any crisis, uncertainty dominates. Candidates are searching for answers that reflect both clarity and compassion.

Common questions include:

• Is your business still operating or temporarily closed?

• Are interviews conducted remotely or in person?

• What steps are being taken to ensure employee safety and stability?

Be proactive. Answer these questions in your emails, social posts, and website updates. When candidates feel informed, they feel respected—and that respect translates into long-term trust.

3. Show Leadership Through Transparency

General managers are often the voice of reassurance. Honesty and professionalism inspire confidence, even when the message isn’t perfect. If your hotel or restaurant is scaling back hiring, say so. If roles have shifted, explain how.

Transparency builds credibility, and in hospitality—where trust is everything—credibility is your brand’s most valuable asset.

If you are actively hiring, communicate your safety policies and expectations clearly. Candidates are far more likely to apply when they understand your procedures and feel confident in your leadership.

4. Use Multiple Channels to Stay Connected

Different candidates prefer different communication styles. Use a mix of platforms to meet them where they are.

Effective communication tools include:

• Email newsletters: Share operational updates, career advice, or team highlights.

• Social media: Use LinkedIn, Facebook, and Instagram to post updates and behind-the-scenes stories.

• Blog posts: Offer leadership insights, company updates, or industry reflections.

• Live virtual sessions: Host short Q&A events to answer questions and maintain engagement.

• Text messaging: Provide personalized updates for active candidates in your pipeline.

Consistency is key. Even a brief monthly touchpoint demonstrates reliability and care.

5. Lead With Empathy

Every candidate interaction during a crisis is an opportunity to demonstrate emotional intelligence. Recognize that many are facing uncertainty, financial strain, or burnout. Acknowledging this reality fosters connection.

A message that says, “We understand this is a difficult time, and we’re here to support our community,” resonates far deeper than one that simply lists openings.

Empathy doesn’t require grand gestures—it requires sincerity. Candidates remember kindness.

6. Maintain a Ready Pipeline

Even during a slowdown, attrition, turnover, and unexpected vacancies continue. Staying in contact with candidates ensures you have a warm, responsive pipeline when you’re ready to hire again.

By keeping your network active, you reduce time-to-fill once operations normalize. In a competitive market, this speed becomes a decisive advantage.

7. Communicate Stability and Vision

In times of disruption, candidates seek reassurance that the organizations they join will endure. Share your long-term goals, upcoming projects, and your vision for recovery.

Example:

“As we navigate this period, our leadership team remains focused on growth, innovation, and guest experience. We’re preparing for a strong return—and we’re looking for leaders who want to be part of that journey.”

This forward-facing language transforms a period of uncertainty into a story of resilience.

8. Turn Communication Into Culture

Strong communication with candidates shouldn’t only happen in crisis—it should be part of your ongoing employer brand. Create communication systems that persist through all business cycles.

Develop standard templates for updates, assign responsibility to HR or marketing teams, and track engagement metrics. This infrastructure ensures that when a crisis hits again—and it will—you can communicate swiftly, clearly, and confidently.

The Bottom Line: Crisis Communication Is Leadership in Action

Great general managers know that leadership extends beyond the walls of their property. It’s about how your organization shows up for people—employees, guests, and potential future hires—when times are toughest.

Maintaining strong communication with candidates through a crisis demonstrates vision, empathy, and discipline. It tells the market that your company values relationships, not transactions.

The hospitality industry thrives on connection. Keep that connection alive through open, authentic communication, and when stability returns, you’ll find your best candidates already waiting to join your team.

In these uncertain times, Gecko Hospitality is here for you. We can help you keep in touch with top candidates, fill job openings quickly, and help you develop a plan to come out of this crisis ready to seize the day. Contact us today to learn more about how we can help you navigate these challenging times.