How to attract and retain the best baristas & roasters

As market volatility reshapes the coffee industry, the ability to attract and retain exceptional talent has never been more critical. 

The most successful coffee businesses understand that skilled, passionate staff are not just an asset – they are the foundation of survival and growth in today’s challenging environment.

To learn more about how to attract and retain the best baristas and roasters, I spoke to Sameer Godara of Half Light Coffee Roasters and Evani Jesslyn of Strada Coffee.

You may also like our article on how to kickstart a managerial career in coffee.

Navigating a challenging coffee market

The coffee industry is undergoing one of the most volatile periods in its recent history. Tariff threats and trade wars, fluctuating coffee prices, and export delays from major producers like Brazil have created unprecedented uncertainty. Climate-driven supply shortages add another layer of complexity, forcing businesses to adapt strategies more frequently.

This volatility demands more than traditional business approaches. Coffee shops and roasters require team members who can think on their feet, adapt quickly, and maintain quality standards despite constant change. The coffee industry reflects this reality; skilled professionals command premium positions because they bring the agility a business needs more than ever.

“Keeping a customer-centric approach is key to staying agile. Listening to customer feedback and resolving issues on the floor helps us adapt in real-time. Our team is the face of the brand; they are the first point of contact customers have with us,” says Sameer Godara, the co-founder of Half Light Coffee Roasters in Jaipur, India.

“We make sure all our team members are well-informed, trained, and aligned with our values, so they can reflect what we truly stand for in every interaction,” he adds.

Finding staff who provide the right level of support

Staff requirements have evolved beyond technical skills. While expertise in extraction, roasting profiles, and customer service remains essential, coffee businesses now need employees who demonstrate initiative, creativity, and forward-thinking approaches. These professionals don’t just follow procedures; they innovate solutions when challenges arise.

This makes it essential to look for candidates who demonstrate genuine passion for coffee culture. Passionate employees naturally become brand ambassadors, authentically representing company values and connecting with customers. They’re also more likely to stay during challenging periods, reducing turnover costs and maintaining operational consistency.

“Agility in the industry doesn’t come from just having good systems. It comes from building a team that thinks, cares, and grows together,” says Evani Jesslyn, the founder of Strada Coffee in Java, Indonesia.

“I always tell my team, if something goes wrong, say it out loud. We will figure it out together and come back stronger. That openness is what allows us to move quickly, especially in a country like Indonesia, where the coffee industry can be unpredictable,” she adds. “Harvest delays, logistics between islands, shifting market trends, and even unexpected regulations. If you are too rigid, you’re out.”

Drive and creativity separate good employees from exceptional ones. When supply chain disruptions force menu changes or equipment failures demand quick solutions, creative team members find ways to maintain service quality. They view challenges as opportunities to demonstrate their value rather than obstacles to avoid.

Success through strategic staffing

Many coffee businesses have discovered that rebranding offers a powerful strategy for navigating current market conditions. However, successful rebranding or brand refreshing requires more than new logos and marketing campaigns – it demands staff who understand and embody the evolved brand identity.

A coffee shop or roastery’s team needs to understand the company’s core values, mission, and positioning deeply enough to communicate these authentically to customers. This requires hiring individuals who align with a brand vision and investing in comprehensive training that goes beyond technical skills.

“Rebranding is successful only when the team is fully aligned with the vision behind it. It starts with how we communicate, being open, transparent, and inclusive throughout the process,” explains Sameer. “When the team understands the ‘why’ behind the change, they can convey the story authentically to the customers.”

Consider how staff interact with customers during peak hours, handle complaints, and represent a brand on social media. Every touchpoint shapes customer perception, making staff selection crucial for rebranding success.

“Strada has been around since 2012, and we have rebranded four times, not because we were lost, but because we kept evolving,” Evani says. “Rebranding only works if it lives in how we speak, how we serve, how we train, and how we handle feedback. 

“That’s why I involve my team from the beginning. Our staff is the bridge between strategy and experience. Customers don’t experience our brand through our Instagram feed; they experience it through people,” she adds.

Start from the beginning

The hiring process sets the foundation for long-term success. Owners need to start by clearly defining their value proposition: what makes working at their establishment unique and rewarding? Top talent in coffee jobs has options, so coffee businesses need compelling reasons for potential hires to choose them.

“We look for people who are genuinely interested in customer service and understand the difference between making a customer happy and simply pleasing them,” Sameer says. “Since the job involves dealing with real people and emotions daily, we value empathy, consistency, and the ability to follow standard operating procedures to deliver remarkable experiences.”

Highlight career advancement opportunities, supportive learning environments, creative freedom, and company culture in job postings. Skilled baristas and roasters often seek positions where they can grow professionally, develop new skills, and potentially advance to management or specialised roles. These pathways need to be visible from the initial application stage.

Industry-specific platforms, such as PDG Jobs, can help businesses connect with experienced candidates who understand the unique challenges and opportunities of the coffee industry. These platforms connect operators with professionals who are already committed to the industry and seeking meaningful career moves, rather than temporary positions.

During interviews, assess candidates’ problem-solving abilities and adaptability. Present hypothetical scenarios involving equipment failures, difficult customers, or supply shortages. Their responses reveal how they handle pressure and whether they can think creatively under stress.

“We believe in growing people like we grow coffee, with patience, purpose, and depth. Our café manager started as a waiter. Our head roasters and sourcing leads began as baristas,” Evani shares. “Growth like that is built into our culture, not as a bonus, but as a pathway.”

Onboarding excellence: Setting a team up for success

Effective onboarding transforms good hires into exceptional team members.

“Once a candidate is hired, they enter a structured two-part training programme. The first focuses on specialty coffee, covering everything from brewing methods to coffee knowledge and quality standards,” Sameer says. “The second is centred on customer service, where they learn to engage guests, handle real-life situations, and deliver the kind of experience we’re known for.”

Create structured training programmes that cover technical skills, customer service standards, and company-specific procedures. These can include sessions on coffee sourcing philosophy, sustainability practices, and community involvement, helping new hires understand their role in the larger brand mission.

Assign mentors to new employees during their first few months. Experienced team members can provide guidance, answer questions, and help newcomers navigate challenges. This system also demonstrates a commitment to employee development, increasing retention rates among both new and existing staff.

Retaining top talent requires ongoing investment in their professional development. Create clear career advancement pathways that allow baristas to progress to senior positions, shift leaders, or specialised roles like head roaster or training coordinator.

“Training, mentoring, and developing our team comes at a cost, but it is a vital investment that pays off in quality, consistency, and long-term brand growth,” Sameer tells me.

Offer opportunities for continued education, whether through coffee certifications, cupping courses, or industry conferences. Many talented professionals choose coffee jobs specifically because they want to deepen their expertise, and supporting this goal increases loyalty and job satisfaction.

“We run internal mentorship tracks where team leaders guide staff to develop into higher roles. Everyone is encouraged to learn across disciplines: baristas explore roasting, finance learns barista basics, and marketing learns service,” says Evani. “This creates real understanding, flexibility, and ownership.”

Invest in and listen to staff

Implement regular performance reviews that focus on growth rather than just evaluation. Discuss career goals, identify skill gaps, and create development plans that align with both employee aspirations and business needs. This approach shows operators are invested in their employees’ long-term success, not just immediate productivity.

“We evaluate our staff every three to six months to offer promotions, raises, or new opportunities. That kind of commitment helps lower our turnover, improves service, and creates loyalty,” Evani says. “Many of our best menu ideas and workflow improvements came from staff who felt safe to contribute.”

Establishing two-way communication systems that encourage feedback and ideas from all team members is crucial. Regular team meetings, suggestion boxes, and one-on-one sessions also provide opportunities for staff to share insights and concerns.

“We aim to build meaningful experiences around coffee, not just serve it. Team members are encouraged to contribute ideas and shape the brand,” Sameer says. “The moment our staff truly understands ‘why’ we do what we do, and ‘how’ we do it, the entire brand comes to life – unified, authentic, and full of purpose.

“To achieve this, clear and transparent communication is absolutely essential,” he adds.

Listen actively to employee feedback, especially regarding operational challenges or customer service improvements. Frontline staff often identify issues before management does, and their solutions can be effective. When employee suggestions are implemented, acknowledge their contributions publicly, reinforcing the value of their input.

Create safe spaces for honest communication about workload, scheduling, and workplace concerns. Address issues promptly and transparently to maintain trust and prevent small problems from becoming major retention challenges.

Success in today’s coffee industry requires more than great products; it demands exceptional people who can navigate uncertainty while maintaining quality and service standards. Hiring and retention strategies directly impact a coffee shop or roastery’s ability to weather market volatility and emerge stronger.

Focus on attracting candidates who share a passion for coffee and demonstrate the adaptability modern coffee jobs require. Invest in comprehensive onboarding, ongoing development, and clear communication channels. 

While equipment and brewing recipes can be replicated, the combination of skill, passion, and commitment that exceptional staff bring to a business is irreplaceable.

Looking for new positions in the coffee industry? Check out PDG Jobs here.

Photo credits: Half Light Coffee Roasters, Strada Coffee

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