Ms. Womack

Human Resources, Recruitment & Training

Hospitality Employment Trends: What to Expect in 2011

By Jamie Womack, Vice President, Corporate Marketing & Sales Training, Careerbuilder

After taking its share of hits during the recession, hiring in the hospitality industry, like most industries nationwide, is likely to be stronger in 2011 than in 2010. Recent improvements in hotel occupancy levels and brighter forecasts for 2011 signal a recovery as more business and leisure travelers pack their bags. It may, however, take several months before hiring within the industry rebounds from the historically low levels of the past two years, according to a CareerBuilder survey of more than 110 hospitality hiring mangers. The multi-sector survey was conducted online by Harris Interactive© from November 15 to December 2, 2010 among hiring managers and U.S. workers.

The improved hospitality industry outlook brings with it a dozen trends hotel hiring managers should be aware of for 2011. Hospitality workers are feeling more optimistic and are open to new opportunities being created by the improving economic situation throughout the U.S. and within the industry. Concerns expressed by hospitality employers range from keeping top talent to operating with less head count and few dollars to reward employees for a job well done.

Maintaining Top Talent

Of greatest significance is the concern many managers have with keeping top workers. Maintaining a sustainable work force of top talent builds bench strength for successful succession planning and ultimately helps drive profitability and long-term viability. Thirty-nine percent of hospitality managers are concerned that their best talent will leave their organizations once the economy improves. Employers fear heftier workloads and longer hours will take their toll on worker morale.

Working Leaner

Thirty-nine percent of hospitality employers also reported that their current staffs are smaller than pre-recession levels. Of those employers, most anticipate no adjustments to staff levels in 2011, with 81 percent reporting that they have become accustomed to handling the workload with less headcount. Others pointed to their business changing focus and hiring in other areas as reasons for diminutive staffing levels.

Workers Changing Jobs

Workers are becoming more optimistic about their job prospects in 2011. Twenty-five percent of full-time, employed hospitality workers are actively seeking a new job. Eighty-three percent reported that, although they are not actively looking, they would change jobs in 2011 for the right opportunity. Workers looking for greener pastures aren’t necessarily focused on a bigger paycheck. Sixty-seven percent reported that affordable benefits are more important to them than salary.

More Moonlighting

For many U.S. households, making ends meet continues to be a challenge, and more hospitality workers are reporting the need to work more than one job. Nearly a quarter (23 percent) plan to take on second jobs in 2011, compared to 10 percent last year. This contrasts with data gathered across all sectors, which found fewer workers needing to hold down more than one job (12 percent), compared to the prior year (19 percent).

Pay Raises for Some

The recession put pay raises on hold for many workers across all sectors, including the hospitality industry. With occupancy levels modestly on the rise and hopes of seeing average daily room rates eventually inch their way back up, many hotels are preparing to give a little more to current staff who have given it their all over the past few years. Forty-seven percent of hotel employers said they will increase compensation for their existing staff in 2011. While most estimate the average raise will be three percent or less, nine percent expect the average increase will be five percent or more.

Promoting without Pay

More than half of managers surveyed, still are not in a position to hand out raises. The survey found that 53 percent will not be providing raises in 2011. As a gesture of recognition to some of their best and brightest employees, 12 percent are offering higher titles but without pay increases.

Replacing Lower Performing Employees

The rebound in the hospitality industry, as well as other sectors, provides a perfect opportunity for employers to taking advantage of the large number of top talent in the current labor pool to strengthen their work force. Fifty-five percent of hospitality employers say they plan to replace lower-performing employees with higher-performers in 2011.

Attracting Top Candidates

Many hotels are stepping up their game to ensure they attract the candidates they want. Twelve percent of hiring managers said they will provide higher than usual initial job offers to potential candidates. Top-notch job seekers living outside local recruiting areas may be lured to relocate. Twenty-one percent of employers stated they would be willing to pick up the moving tab for select candidates.

Video Interviewing

With smaller recruiting staffs facing larger volumes of job applications, employers are turning to technology to help identify viable candidates. Internet access, Skype and other video conferencing tools have made virtual interviews a reality for recruiters. These technologies make the screening and interviewing process not only more cost effective, but also more convenient for candidates and interviewers when they are in different locales. Many organizations across all sectors are now using video interviews to hire candidates in lieu of old-fashioned in-person meetings. Eight percent of hiring managers in the hospitality sector plan to use video interviews as a tool for screening potential job candidates in 2011.

Creating New Functions

Along with more traditional job opportunities, employers also are adding new functions within their organizations in response to national and global trends. Jobs centered on social media, green energy and healthcare reform are being added in 2011. Hiring managers in hospitality and other industries also reported demand for “cyber warriors” to protect Internet sites from security breaches or fraudulent activity.

Bilingual Hiring

A diverse work force is an important measure of success as employers begin to rebuild their businesses after the economic downturn. One area of focus is building a bilingual team. Nearly half (45 percent) said they plan to hire bilingual candidates in 2011 and six-in-ten (57 percent) said that if they had two equally qualified candidates, they would be more inclined to hire the bilingual candidate.

Going Casual

In an industry where its very name – hospitality – implies face-to-face interaction, employers are becoming more relaxed about set schedules and on-site work requirements. Nearly one-third (31 percent) of employers expect to offer more flexible work arrangements such as telecommuting and alternate schedules in 2011. In some cases, dress codes are also becoming more relaxed, with nine percent of hospitality employers reporting they will provide a more casual dress code. All of these measures are designed to enhance employees’ overall work experience.

As 2011 unfolds, the hospitality industry will be happy to sweep off the welcome mat for the increasing numbers of business and leisure travelers. In response, many of hospitality employers will be opening the doors to new candidates anxious for a fresh start. Some will arrive with new skills, while others will have a second job on the side and may speak more than one language. Hotel managers will also be working hard to keep their best employees satisfied with their stay. Modest pay raises, new opportunities and promotions and a more relaxed and flexible work environment may be just the incentives needed to keep the top talent from checking out.

Jamie Womack is the vice president of corporate marketing and sales training at CareerBuilder, the global leader in human capital solutions. In her role, Ms. Womack directs the development of strategic marketing for the corporate marketing team and focuses on the recruitment needs of employers of all sizes. This includes overseeing business-to-business strategy including communications, advertising, promotions, events, and customer lifecycle and loyalty. In addition to leading corporate marketing efforts, Ms. Womack manages the sales training program at CareerBuilder. Ms. Womack can be contacted at 773-527-2434 or Jamie.womack@careerbuilder.com Extended Bio...

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