Employee Branding: Savvy job postings key to attracting the right staff

By Jason Ferrara Vice President, Corporate Marketing, CareerBuilder | December 15, 2009

The magnitude of the industry's turnover is demonstrated by a recent nationwide survey by CareerBuilder.com. According to the survey, about 12 percent of hospitality workers plan to leave their jobs in the fourth quarter of 2005.

While these statistics would be sobering for any employer, the problem is especially challenging in the hospitality industry, where the competency of the staff is often the deciding point between a disgruntled guest and a glowing review.

To beat employee turnover, businesses are creating employee brands designed to attract the right workers the first time around - qualified employees who are a good fit for the company culture. The most effective recruiters are able to position their companies as employers who offer an exceptional work experience and provide a value above and beyond a paycheck.

Crafting the Employee Brand

Every company has two unique brands - the customer brand and the employee brand.

Your customer brand sells a product or service; your employee brand sells a work experience. For example, people stay at the Ritz-Carlton for the hotel chain's service and value. People work at the Ritz-Carlton because they see a good career opportunity.

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Eco-Friendly Practices: Corporate Social Responsibility

The hotel industry has undertaken a long-term effort to build more responsible and socially conscious businesses. What began with small efforts to reduce waste - such as paperless checkouts and refillable soap dispensers - has evolved into an international movement toward implementing sustainable development practices. In addition to establishing themselves as good corporate citizens, adopting eco-friendly practices is sound business for hotels. According to a recent report from Deloitte, 95% of business travelers believe the hotel industry should be undertaking “green” initiatives, and Millennials are twice as likely to support brands with strong management of environmental and social issues. Given these conclusions, hotels are continuing to innovate in the areas of environmental sustainability. For example, one leading hotel chain has designed special elevators that collect kinetic energy from the moving lift and in the process, they have reduced their energy consumption by 50%  over conventional elevators. Also, they installed an advanced air conditioning system which employs a magnetic mechanical system that makes them more energy efficient. Other hotels are installing Intelligent Building Systems which monitor and control temperatures in rooms, common areas and swimming pools, as well as ventilation and cold water systems. Some hotels are installing Electric Vehicle charging stations, planting rooftop gardens, implementing stringent recycling programs, and insisting on the use of biodegradable materials. Another trend is the creation of Green Teams within a hotel's operation that are tasked to implement earth-friendly practices and manage budgets for green projects. Some hotels have even gone so far as to curtail or eliminate room service, believing that keeping the kitchen open 24/7 isn't terribly sustainable. The May issue of the Hotel Business Review will document what some hotels are doing to integrate sustainable practices into their operations and how they are benefiting from them.