For the past four years, our team has been at the forefront of recruiting top talent across the United States. Along the way, we noticed recurring challenges: myths and assumptions about the golf industry, a lack of career awareness, missed opportunities for candidates and employers, and a constant state of flux.
With a well-documented talent shortage gripping the golf industry, we saw an opportunity to take action. This led to a deep-dive research study to address the pressing workforce challenges that golf courses and clubs face today.
Our mission was clear: separate fact from fiction, uncover the realities of working in the golf industry, and understand the motivations of today’s workforce. Armed with these insights, we aim to help industry leaders across disciplines better navigate recruitment, retention, and employee development challenges.
Here’s what we uncovered:
Myths vs. Truths
The first step in our study was to tackle the many misconceptions surrounding careers in the golf industry. What we uncovered was a clear lack of understanding of the career opportunities in golf.
Our research reveals the truths behind these myths, creating a foundation for marketing and PR efforts to authentically communicate the value of working in the golf industry. These insights help attract the right talent and showcase the real potential of careers in golf.
Attraction and Retention Drivers and Blockers
Attracting and retaining talent has long been a challenge for golf courses and clubs, made worse by an aging workforce, shifting industry demands, and evolving employee expectations.
Through this study, we identified key drivers and blockers influencing employee decisions, providing leaders with actionable strategies for creating more desirable workplaces. From competitive benefits to career growth paths, we’ve pinpointed ways clubs can retain top talent across a variety of roles.
Talent Development
Our research also explored the factors most effective in developing employee talent. What do team members need to grow and thrive in their careers? How can leaders keep employees engaged and motivated?
We uncovered actionable tactics and training approaches to help golf course leaders create meaningful development plans aligned with employees’ aspirations and the industry’s needs.
Surprising Findings and Media Angles
Finally, we unearthed surprising statistics and unique insights that challenge long-held assumptions. These “wow” findings provide powerful talking points for industry conversations, marketing strategies, and thought leadership.
What This Means for the Golf Industry
An effective employer brand is one of the most valuable tools golf facilities can use to attract and retain talent. Our study provides a foundation for crafting compelling employer branding messages that resonate with what candidates truly value: supportive work cultures, clear career paths, and innovative learning opportunities.
By leveraging these insights, clubs can better compete for talent and navigate the challenges of the ongoing workforce shortage.
Setting the Stage for the Future
This research marks the beginning of an annual benchmarking initiative. Each year, we’ll revisit these findings, track trends, test new recruitment methods, and evaluate shifting employee expectations. As the golf industry evolves, this study will provide fresh insights and best practices to help clubs stay ahead.
The future of the golf workforce starts here. Together, let’s drive meaningful change and build stronger, more resilient teams.
If you’re in need of further insight and best practices, set up a FREE Talent Strategy Call with our team.
Are you ready to build a top-performing team that drives results? Our proven framework, methodologies, and implementation is based on our personal track record of developing world-class teams. In addition to talent acquisition, we provide leadership development and ongoing consultative services for the golf course and club industry. Our team has personally coached and mentored dozens of future golf course superintendents across the United States.