Skills Framework for the Experience Age

SFEA is Hoot Company’s adaptation of a global skills and competency framework originally designed for those working in the digital & information communications industry (where it was called SFIA). 

Hoot Company has used the skeleton of this framework as the language of our company’s people development and role assignment criteria.

Table of Contents

What will we use SFEA for?

The Attributes

The levels of responsibility are characterized by a number of generic attributes which act as the 5 categories of SFEA.


demonstrating increasing levels of autonomy – the level of ownership and accountability for results in the workplace


demonstrating increasing levels of influence – the level of positive impact with colleagues, guests, clients, suppliers, partners, managers, leaders and industry as a whole


demonstrating the potential to perform work of increasing complexity – the scale and impact of the tasks and processes required in the workplace


demonstrating increasing business skills and positive behaviours – operating effectively with the required impact in the workplace


demonstrating increased responsibility for developing and applying knowledge to achieve individual, team and organizational objectives in the workplace

The Competencies

Each competency (as part of the attribute) identifies desired traits that makes up our team’s behavioural and functional skill set. The definitions of these competency levels describe the behaviours, knowledge and characteristics that an individual should have in order to be considered competent at the level. 

The Framework

At its core, SFEA is a common language to describe levels of responsibility across all our disciplines and roles. The SFEA Framework consists of seven levels of responsibility from Level 1 (entry-level), to Level 7, the highest organizational officer. Ultimately, every position belongs to one level. However, some role requirements will require a higher or lower level of each competency. Finally, some competencies are not relevant to certain levels (i.e., leadership competency does not apply to Level 1 or 2)

Category COMPETENCY Level 1
Level 2
Level 3
Level 4
Level 5
Ensure + Advise
Level 6
Initiate + Influence
Level 7
Inspire + Mobilise
Resource Management
Is given sufficient tools for the role

Completes the task with limited risk associated and low authority over usage

Is given sufficient tools for the role

May lead small teams/projects that require a larger usage of money, time, and cost

Can request more resources to assign for a desired guest/company benefit

Maintains consistent usage of budgeted resources

Provides the tools for team members to use

Ensures enough resources are available/requested according to business levels

Limits the team’s usage of resources and increases the efficiency of work

May be responsible for weekly timeframes

As a department leader, takes budgeted resources and assigns them according to location goals and forecasting

Strategizes ways to reduce the cost of operations

Supports the creation of team processes that impact resource management

Has access to the company's resources which pertain to role specialty

Can source and use new resources under limited direction

Can allocate and connect resources to company strategy across all departments

Can source external resources for the needs of strategy and overall financial success

Has limited personal financial responsibility

Has complete discretion over all company resources with the ability to outsource and delegate new resources as needed

Owns personal financial responsibility

Completes simple tasks according to specification as part of a routine
Completes slightly complex tasks showing the beginning signs of mastery and efficiency
Can work through more complex issues using a wider skill set that accomplishes the desired result in benefit to the guest/company

Uses and enforces established practices in routine work

Uses foresight to predict and prevent issues that stunt performance

Evaluates, reviews, and creates development plans surrounding individual/team performance utilizing informal and formal feedback

Measures and advises on the company's people, processes, and places in efforts to increase productivity

Works with limited direction and creates solutions surrounding their own specialty

Measures performance against assigned responsibilities of all departments

Creates opportunities for company team members to produce results with strategies surrounding the company's people, processes, and places

Inspires self-efficacy throughout the organization

Oversees the appropriate allocation of roles that produce results

At times can find efficiencies in own work
Sometimes applies creative thinking to standard tasks
Applies and contributes to creative thinking or finds new ways to complete tasks
Applies, facilitates and develops creative thinking concepts or finds innovative ways to approach a deliverable
Creatively applies innovative thinking and designs processes in identifying solutions that will deliver value for the benefit of the guest, profit, and team
Creatively applies a wide range of innovative and/or management principles to realize business benefits aligned to the organizational strategy
Champions creativity and innovation in driving strategy development to enable business opportunities
Moderate impact on operations
Interacts with and may impact immediate colleagues and guests

Ensures consistency in outcomes

Interacts with and influences colleagues

Uses KSA to build a more impactful team

Influences guests, team members, suppliers, and partners at a location level
Influences locations, departments, team members, guests, suppliers, and partners on the contribution of their specialism
Influences policy and strategy formation
Inspires the organization and influences developments within the industry at the highest levels
Decision Making
Relies on standardized procedures for all given tasks

Is expected to seek guidance in unexpected situations

Relies on standardized procedures for most given tasks with limited discretion

Is expected to seek guidance in unexpected situations

Uses discretion in identifying and responding to day-to-day operational issues related to own assignments

Determines when issues should be escalated to a higher level

Makes decisions which influence the success of teams/departments within a location

Escalates when issues fall outside their framework of accountability

Make decisions which impact the success of projects, and department objectives and support company strategy
Makes decisions which impact the achievement of company objectives and financial performance
Makes decisions critical to organizational success
Asks for assistance when needed to complete own tasks
Occasionally oversees others and supports prioritization of routine work in day-to-day operations
Oversees others and makes decisions which impact routine work assigned to individuals or stages of projects
Has a moderate level of responsibility for the work of others and for the allocation of resources that are assigned
Has significant influence over the management of resources appropriate to given assignments
Has a large influence over the allocation of resources that support company strategy
Uses a commanding influence over systems and people resources across all departments for effective delegation that brings optimal results
May work alone or interact with immediate colleagues in a positive way
May have some external contact with guests, suppliers, and partners

Aware of the need to collaborate with the team and represent guest needs

Takes point on issue resolution with guests, suppliers, and partners

Understands and collaborates on the analysis of guest needs and represents this in their work

Contributes fully to the work of teams by appreciating how one's own role relates to other roles

Engages with and contributes to the work of cross-functional teams to ensure that guest needs are being met throughout the deliverable/scope of work

Facilitates collaboration between stakeholders who share common objectives

Encourages participation in company events

Leads on group collaboration throughout all stages of work

Ensures guest needs are being met with project work stages

Builds appropriate and effective business relationships across the organization and with guests, suppliers, and partners

Creates and supports collaborative ways of working across specialism

Facilitates collaboration between stakeholders who have diverse objectives

Initiates influential relationships with internal and external guests, suppliers, and partners at the senior management level, including industry leaders

Leads on collaboration with a diverse range of stakeholders across competing objectives within the organization

Develops long-term strategic relationships with partners, industry leaders, and government

Facilitates collaboration with leadership stakeholders ensuring alignment to corporate vision and strategy

At times embodies the example set by leadership
Can set an example in behaviour and work for others in a way befitting a leader
Supports the consistent compliance of implemented policies and provides feedback on effectiveness
Executes location-specific policies aligned to brand standards and location operations
Implements and executes specialized policies aligned to strategic plans and own specialism
Implements and executes company-wide policies

Contributes to development of strategy

Applies the highest level of leadership to the formulation and implementation of the strategy
Meets most outcomes of job description with routine activities
Performs a range of work activities, at times assisting with the routine activities of others when needed
Performs a range of work, sometimes complex and non-routine, in a variety of environments

Teaches others to execute their responsibilities

Work includes a broad range of complex technical or professional activities, in a variety of contexts

Provides the tools necessary for their team to execute their duties

Performs an extensive range and variety of complex technical and/or professional work activities

Undertakes work which requires the application of fundamental principles in a wide and often unpredictable range of contexts

Performs highly complex work activities covering technical, financial and quality aspects
Performs extensive strategic leadership in delivering business value through vision, governance and executive management
Problem Solving
Requires assistance in resolving unexpected problems
May contribute to routine issue resolution
Applies a methodical approach to routine and moderately complex issue definition and resolution
Defines and resolves complex location-based issues
Investigates, defines and provides action plans to solve complex issues
Investigates, defines and approves action plans for complex issues across the entire company
Uncovers complex problems that may not be seen by company and directs key stakeholders to strategize action plans
Meets most requirements of job complexity
Familiar with what is required and actively attempts to meet all standards
Fully grasps job requirements and begins to show signs of improving outcomes
Utilizes KPI's to approach role requirements

Begins to find their specialism

Understands the relationship between own specialism and guest/organizational requirements
Has deep expertise in own specialism(s) and an understanding of its impact on the broader business and wider customer/organization
Has a deep understanding of the industry and the implications of emerging technologies, trends, and industry standards for the wider business environment
Responds to business levels when changes occur
Is given information of what to expect in work and attempts to fulfill what is needed for those business levels
Uses the available tools to predict incoming business levels and plans resources to match those needs
Uses the available tools to predict incoming business levels at a longer range and plans resources to match those needs
Uses specialism to follow industry and community trends to prepare multiple teams and departments for the length of the project
Analyzes at the broadest scope across all platforms to prepare teams quarterly using multiple complex tools and data
Prepares the company for success quarterly, yearly and for the future

Sets focus according to trends as well as forecasting the ones to follow

Business Skill
Has sufficient oral and written communication skills for effective engagement with immediate colleagues and possibly guests
Has sufficient oral and written communication skills for effective engagement with colleagues and possibly guests suggesting a higher social intelligence
Demonstrates effective oral and written communication skills when engaging with colleagues, reports, and guests

Has developing abilities to present and lead team performance discussions

Coaches others on how to communicate to guests

Demonstrates effective oral and written communication skills when engaging on issues with colleagues, guests, partners, and suppliers with an ability to present information

Uses adaptive communication styles for the situation

In all cases, displays traits of emotional intelligence

Communicates fluently, orally and in writing, and can present complex information to audiences when engaged with colleagues, guests, partners, suppliers, and community members

Shows evidence of impactful communication styles that motivates team members and enables individuals

Articulates complex ideas to broad audiences

Communicates authoritatively at all levels across the organization

Interprets and vocalizes business objectives

Draws connections from the company vision to strategy through inspiring communication

Creates and vocalizes business objectives

Prepares for own shift most of the time
Plans own work for the shift and assists with the planning of others
Plans and monitors own work (and others where applicable) competently within any period
Plans, schedules and monitors work to meet given objectives and processes to time and quality targets
Analyses, designs, plans, executes and evaluates work to time cost and quality targets

Advises key planning milestones and assigns responsibility when the work calls for it

Establishes organizational objectives and assigns responsibilities

Assists with policy formulation and implementation

At the highest organizational level, has authority over all aspects of a significant area of work, including policy formation and application
Service Skill


Can deliver industry-standard levels of service with limited evidence of hospitality

Elicits an average or slightly above-average positive emotion with guests

Capable of highly-efficient levels of service technicalities

Genuine passion and hospitality influence the perception of quality, value and cost to guests

Capable of enabling consistent service standards in their environment, often setting the example to their team

Enthusiastic regard for guests suggests a high hospitality aptitude

Role models best practices at all times

Champions service and hospitality in a way that sets most guest experiences and interactions apart from the industry standards

Uses skills to set new standards of guest care

Culinary Skill


Can utilize station-specific equipment with safe practices
Can utilize a variety of station-specific equipment with safe and efficient practices
Utilizes strong technique, safe food handling practices, and cuisine knowledge to set production standards
Has vast culinary KSA's that influence business levels

Sets kitchen standards that facilitate brand success

Learning & Professional Development
Responds to provided development opportunities and applies
Contributes to identifying own development opportunities

At times, supports others with their own KSAs

Actively seeks out learning opportunities and grows from mistakes

Takes the initiative to develop own knowledge by identifying and negotiating appropriate development opportunities

Provides positive and constructive feedback

Finds own development opportunities within the company or elsewhere

Actively creates learning opportunities for themselves and the team

Motivates and supports the development of others

Regularly provides positive and constructive feedback on individual and team levels

Takes initiative to advance own skills and identify and manage development opportunities in the area of responsibility

Makes suggestions for their colleagues’ development goals and their own

Takes the initiative to advance own skills and leads the development of skills required in their area of accountability

Creates an environment of continuous learning and acts as a role model

Ensures that the organization develops and mobilizes the full range of required skills and capabilities

Regularly provides positive and constructive feedback across all departments, in doing so sets a feedback culture

Specialized Knowledge
Has basic general knowledge appropriate to the area of work

Applies newly acquired knowledge to develop new skills

Has gained a basic knowledge base related to area of work

Demonstrates application of essential industry-standard bodies of knowledge

Absorbs new information when it is presented and applied effectively

Has sound generic and specialist knowledge required to perform effectively in the organization

Has an appreciation of the wider business context

Demonstrates effective application and the ability to impart knowledge found in industry bodies of knowledge

Absorbs new information and applies it effectively

Has a thorough understanding of industry-standard works of knowledge and has own specialist bodies of knowledge

Has gained a thorough knowledge of the organization

Can apply the knowledge effectively in unfamiliar situations and actively maintains own knowledge and shares with others

Rapidly absorbs and critically assesses new information and applies it effectively

Is fully familiar with recognized industry bodies of knowledge both generic and specific, and knowledge of the business, suppliers, partners, competitors and clients

Develops a wider breadth of knowledge across the industry or business

Applies knowledge to help to define the standards which others will apply

Has developed business knowledge of the activities and practices of own organization and those of suppliers, partners, competitors and clients

Promotes the application of generic and specific bodies of knowledge in own organization’s executive leadership skills and broadens and deepens their industry or business knowledge

Has established a broad and deep business knowledge including the activities and practices of their organization and broad knowledge of those of suppliers, partners, competitors and clients

Fosters a culture to encourage the strategic application of generic and specific bodies of knowledge within their area of influence

Can mentor some aspect of own work
May advise new colleagues on most role responsibilities by role-modelling and communicating
Role models proper behavior and routines for immediate colleagues

Is self-driven and inspires coworkers

Facilitates individualized development for their own team through ongoing training and one-on-one mentorship

Knows what motivates others and helps them stay motivated

Creating development plans, tools, and projects that support team growth

Tracks the effectiveness and business impact of own mentorship

Facilitates senior leadership training with team management

Outsources learning and development opportunities for individuals or teams in the company

Knows others motivational triggers and how to leverage them

Creates opportunities for executive leadership growth either by internal or external sourcing

Performance Criteria by Position

You may be wondering what we look for during your performance evaluation cycles. Well, SFEA is only part of the equation. Every position in our company is unique and challenged in different ways. Find your role below to see what SFEA level your position is set at. As well, you can see what other metrics are considered that contribute to achieving “awesome” in your position.

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SFEA Lv. 4


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