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Wanted: a passion for coffee and a job at any Costa Wanted: a passion for coffee and a job at any Costa
(7 months later)
The Costa Coffee in Mapperley, Nottingham, opened on Friday. This is the place that needed a modest number of baristas, something like eight, not all of them full-time, and received 1,700 applications.The Costa Coffee in Mapperley, Nottingham, opened on Friday. This is the place that needed a modest number of baristas, something like eight, not all of them full-time, and received 1,700 applications.
"It's pretty busy," understates Ghanshyam Ramparia, Costa's franchise partner in this area. (He has 11 branches – he goes by the name Sham). "The branch in Long Eaton had 900 apply for a smaller number of vacancies. But nonetheless …" He tilts his head sideways, a subtle "this-is-crazy" expression on his face. "It's a barometer of the jobs market. It's really tough out there.""It's pretty busy," understates Ghanshyam Ramparia, Costa's franchise partner in this area. (He has 11 branches – he goes by the name Sham). "The branch in Long Eaton had 900 apply for a smaller number of vacancies. But nonetheless …" He tilts his head sideways, a subtle "this-is-crazy" expression on his face. "It's a barometer of the jobs market. It's really tough out there."
Applications included graduates, people with PhDs, people with firsts ("In the last six months, I've recruited four first class graduates. I feel for them: they might have been out of work for 12, even 24 months," Sham elaborated).Applications included graduates, people with PhDs, people with firsts ("In the last six months, I've recruited four first class graduates. I feel for them: they might have been out of work for 12, even 24 months," Sham elaborated).
Other candidates had had 15 or 20 years' experience managing stores, or multiple stores, for large companies that had closed down. Some people did themselves no favours with their application: they failed to underline their passion for coffee, or they forgot to change the name of the job they were applying for on their cut-and-pasted covering letter. But even once you weed out those people, there is an inconceivably larger number of people looking for a job here than can ever actually land one; being overqualified is par for the course.Other candidates had had 15 or 20 years' experience managing stores, or multiple stores, for large companies that had closed down. Some people did themselves no favours with their application: they failed to underline their passion for coffee, or they forgot to change the name of the job they were applying for on their cut-and-pasted covering letter. But even once you weed out those people, there is an inconceivably larger number of people looking for a job here than can ever actually land one; being overqualified is par for the course.
Charlotte Moran, a 20-year-old Costa customer, said: "I don't think it matters what qualifications you get: it's just who you know. There are no jobs anyway."Charlotte Moran, a 20-year-old Costa customer, said: "I don't think it matters what qualifications you get: it's just who you know. There are no jobs anyway."
Glamorous industries have always seemed like that, with no discernible recruitment, no obvious entry level, everything powered by nepotism and coincidence, but it feels very new for the whole world of work to appear this way, as a fortress, looming but impermeable.Glamorous industries have always seemed like that, with no discernible recruitment, no obvious entry level, everything powered by nepotism and coincidence, but it feels very new for the whole world of work to appear this way, as a fortress, looming but impermeable.
The new employees have a sort of blessed glow about them, like the winners of the golden ticket in Charlie and the Chocolate Factory. Heather Davies, who is 26 today, said: "My experience is, literally, just pure experience."The new employees have a sort of blessed glow about them, like the winners of the golden ticket in Charlie and the Chocolate Factory. Heather Davies, who is 26 today, said: "My experience is, literally, just pure experience."
She started as a waitress in a small independent restaurant, couldn't progress any higher, so went to Wetherspoons. Here, she was put on a classic modern-retail contract – "It's all zero hours, now. The first week you'll get 40 hours, and then it goes steadily down."She started as a waitress in a small independent restaurant, couldn't progress any higher, so went to Wetherspoons. Here, she was put on a classic modern-retail contract – "It's all zero hours, now. The first week you'll get 40 hours, and then it goes steadily down."
(Sham says: "One of the themes that keeps coming up is that people in retail will get zero-hour or four-hour contracts. In reality, they'll work 16 or even 40 hours a week, but they don't get holiday pay or any job security. I won't name the retailers but everyone knows who they are").(Sham says: "One of the themes that keeps coming up is that people in retail will get zero-hour or four-hour contracts. In reality, they'll work 16 or even 40 hours a week, but they don't get holiday pay or any job security. I won't name the retailers but everyone knows who they are").
That's why Heather applied for this job, but even without a degree, she's significantly over-qualified, starting at barista level – the word is the Italian for bartender – when she was an assistant manager two years ago.That's why Heather applied for this job, but even without a degree, she's significantly over-qualified, starting at barista level – the word is the Italian for bartender – when she was an assistant manager two years ago.
Steve Tomlinson, 26, has four years experience in a milkshake place that closed down – the relief is coming off him like steam. He has been unemployed for two years. The more often he got rejected, the more he felt they could see his desperation in the interview, and the less confident he became.Steve Tomlinson, 26, has four years experience in a milkshake place that closed down – the relief is coming off him like steam. He has been unemployed for two years. The more often he got rejected, the more he felt they could see his desperation in the interview, and the less confident he became.
"It's been a very down time," he says, smiling. "But finally my passion for coffee just shone through.""It's been a very down time," he says, smiling. "But finally my passion for coffee just shone through."
And the last newbie (for today – Sham has actually chosen all eight) is Christina Delfina, 19, who's working part-time while she studies aviation at college. She wants to work as a flight attendant for the RAF. It sounds like a pretty niche field, but she is easily the most confident person I spoke to, possibly because everybody on her course gets an automatic interview at East Midlands airport. She's also the youngest and – you'd hope – has had the fewest disappointments. But, even at 19, she's had an unusual amount of experience, doing overnights at a hotel while still at college.And the last newbie (for today – Sham has actually chosen all eight) is Christina Delfina, 19, who's working part-time while she studies aviation at college. She wants to work as a flight attendant for the RAF. It sounds like a pretty niche field, but she is easily the most confident person I spoke to, possibly because everybody on her course gets an automatic interview at East Midlands airport. She's also the youngest and – you'd hope – has had the fewest disappointments. But, even at 19, she's had an unusual amount of experience, doing overnights at a hotel while still at college.
"I think it must be because of my experience," she said, "although I am also quite friendly – once I get to know people.""I think it must be because of my experience," she said, "although I am also quite friendly – once I get to know people."
In one corner of Costa, two friends – Pat, 45, and Silvina, 43, are having coffee with Pat's two children, Daniella, 19, and Chiara, 10.In one corner of Costa, two friends – Pat, 45, and Silvina, 43, are having coffee with Pat's two children, Daniella, 19, and Chiara, 10.
"It's desperation," Pat said. "I feel very fortunate that my son has a job.""It's desperation," Pat said. "I feel very fortunate that my son has a job."
Between them, they know three people who applied and got turned down for these barista jobs. One, Giancarlo, 21, is a physics student. He spoke to me over the phone.Between them, they know three people who applied and got turned down for these barista jobs. One, Giancarlo, 21, is a physics student. He spoke to me over the phone.
"You start off going for a job you want. Then, when you don't get that, you go for a job you wouldn't mind. Then, when you don't get that … ""You start off going for a job you want. Then, when you don't get that, you go for a job you wouldn't mind. Then, when you don't get that … "
He trails off, as if reminded by some interior voice that he meant to stay positive.He trails off, as if reminded by some interior voice that he meant to stay positive.
There is no problem with this business model. Costa is packed. But there is, unmistakably, something wrong with the economy. There just aren't enough jobs, there's not enough money changing hands, and this is feeding into the high street – mainly charity shops, the odd greengrocer.There is no problem with this business model. Costa is packed. But there is, unmistakably, something wrong with the economy. There just aren't enough jobs, there's not enough money changing hands, and this is feeding into the high street – mainly charity shops, the odd greengrocer.
Would you have what it takes, to work for Costa? Sham's looking for "skills, life experience, personality … a passion for Costa. A passion for coffee."Would you have what it takes, to work for Costa? Sham's looking for "skills, life experience, personality … a passion for Costa. A passion for coffee."
Heather tells me separately: "I have so much passion for coffee, it's unbelievable."Heather tells me separately: "I have so much passion for coffee, it's unbelievable."
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