6 Costly Mistakes Tour Operators Make When Recruiting Guides (And How to Avoid Them)

We’ve seen countless tour operators struggle to build their dream team of guides. They spend hours sifting through resumes, conducting interviews, and onboarding new hires, only to find themselves back at square one when those guides don’t work out.

The good news is that by avoiding a few key missteps and implementing proven strategies, you can transform your recruiting process and attract the top talent your business needs to thrive. Let’s talk about the six most damaging mistakes tour operators make when hiring tour guides and how to avoid them.

Mistake #1: Not Defining Your Ideal Candidate

Before you even think about posting a job ad, you need to get crystal clear on who your ideal candidate is. What skills, experience, and personality traits are you looking for? What are the non-negotiable requirements of the role?

We recommend creating two internal documents: a “hire right” job profile and an ideal staff avatar. These will help you define the key responsibilities, dealmakers and deal breakers, and attributes of your perfect guide. With this clarity, you can craft a targeted and compelling job description that attracts the right people.

Mistake #2: Writing a Lackluster Job Ad

Speaking of job descriptions, are yours selling candidates on the incredible opportunity of working with your company? Or are they reading like a boring list of duties and requirements?

To stand out in a competitive job market, your postings need to paint a picture of the unique benefits, lifestyle, and perks your open roles offer. Highlight the most exciting aspects of the job, the amazing experiences guides will help create, and the growth opportunities available. Make candidates excited to apply!

Mistake #3: Neglecting Your Careers Page

Your website is often the first place interested candidates will look to learn more about your open positions. Do you have a dedicated careers page that showcases your company culture, team, and available roles? Is it easy for job seekers to find and full of compelling content?

Ideally, this page should be live year-round (not just when you’re actively hiring) and serve as the destination for all your recruiting marketing efforts. Keep it updated with fresh postings, employee spotlights, and other content that gives candidates a sense of what it’s like to work with you.

Mistake #4: Skipping the Application Form

When a promising resume lands in your inbox, it’s tempting to jump straight to the interview stage. But without a standardized application process, you risk wasting time on candidates who don’t meet your core criteria.

Instead, use an online application form as the first step in your hiring process. Ask a mix of yes/no, multiple choice, and short answer questions that help you quickly assess if an applicant has the must-have qualifications, experience, and traits for the role. This will help you efficiently screen candidates and spend your time interviewing only the most qualified.

Mistake #5: Reactive vs. Proactive Recruiting

Do you wait until you have an open position to start looking for candidates? If so, you’re putting yourself at a disadvantage. The best candidates are often not actively job searching, and the pressure to fill a role quickly can lead to subpar hires.

Top tour operators are always recruiting, building relationships with potential candidates, and cultivating a pool of talent they can tap into when a need arises. Make recruiting an ongoing effort, not a last-minute scramble.

Mistake #6: Underinvesting in Recruitment Marketing

Posting your open roles to a couple job boards and hoping for the best is not a solid recruitment strategy. To attract a large pool of qualified applicants, you need to proactively and consistently promote your opportunities through a variety of channels.

Get creative with your recruiting efforts. Leverage social media, employee referrals, industry partnerships, and other resources to get your job openings in front of the right people. The more targeted and sustained your approach, the better your results will be.

Implementing a Strong Recruiting Process

By avoiding these common pitfalls and implementing a strategic, comprehensive approach to recruiting, you can build the team of rockstar guides your tour business needs to succeed. Remember, your people are your most valuable asset. Investing time and resources into finding and hiring the best will pay off in spades.

If you’re ready to uplevel your recruiting efforts but aren’t sure where to start, let’s talk. Our coaching program is designed to help operators like you attract, hire, and lead a standout team. Book a free consultation today to learn more about how we can support your growth.

Your dream team of guides is out there. With the right process and mindset, you’ll find them.