How Hotels Use Social Media to Engage Candidates and Recruit Top Talent
By Jamie Womack Vice President, Corporate Marketing & Sales Training, Careerbuilder | October 02, 2011
Hotel executives know the power social media and online reviews have on building brands and influencing consumer decisions on lodging and travel. For the majority of hospitality companies, social media has become an integral part of their marketing strategy. Industry surveys and studies show that 60 to 70 percent of hotels have some manner of social media strategy to help drive bookings.
However, when it comes to using social media for talent recruitment, the hospitality industry, along with most other business sectors, are just beginning to integrate social media into their recruitment mix. According to a CareerBuilder survey of more than 100 hospitality employers, 23 percent use social media as part of their recruitment activities. [The multi-sector survey was conducted online by Harris Interactive© in March 2011 among U.S. hiring managers and workers.]
Organizations must differentiate themselves by building a powerful employment brand to attract top talent. The most successful ones are using social media to help strengthen their employment brand and engage thousands of employees and potential candidates on a more personal level.
Looking for a few, or a few hundred, good candidates?
Go where your audience goes – to social media sites. Facebook is now the second most trafficked website in the world (behind Google), with more than 750 million active users worldwide, according the site's current statistics. Half of those active Facebook users log in to their accounts every day and a large majority is of prime working age. Seventy percent of Facebook users are between the ages of 18 and 44. The largest group, ages 18 to 25, represents 29 percent of all users; users ages 26 to 34 make up the second largest group at 23 percent, and 18 percent are between the ages 35 and 44.
LinkedIn now has more than 100 million global members who connect with other industry professionals to highlight their expertise and post their resumes and recommendations of friends and colleagues. Today more than 2 million companies have LinkedIn pages which employees can link to and potential candidates can follow.