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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Mobile Technology: The Future is Now

Mobile Technology continues to advance at a relentless pace and the hotel industry continues to adapt. Hotel guests have shown a strong preference for mobile self-service - from checking-in/out at a hotel kiosk, to ordering room service, making dinner reservations, booking spa treatments, and managing laundry/dry cleaning services. And they also enjoy the convenience of paying for these services with smart phone mobile payments. In addition, some hotels have adopted a “concierge in your pocket” concept. Through a proprietary hotel app, guests can access useful information such as local entertainment venues, tourist attractions, event calendars, and medical facilities and services. In-room entertainment continues to be a key factor, as guests insist on the capacity to plug in their own mobile devices to customize their entertainment choices. Mobile technology also allows for greater marketing opportunities. For example, many hotels have adopted the use of “push notifications” - sending promotions, discounts and special event messages to guests based on their property location, purchase history, profiles, etc. Near field communication (NFC) technology is also being utilized to support applications such as opening room doors, earning loyalty points, renting a bike, accessing a rental car, and more. Finally, some hotels have adopted more futuristic technology. Robots are in use that have the ability to move between floors to deliver room service requests for all kinds of items - food, beverages, towels, toothbrushes, chargers and snacks. And infrared scanners are being used by housekeeping staff that can detect body heat within a room, alerting staff that the room is occupied and they should come back at a later time. The January Hotel Business Review will report on what some hotels are doing to maximize their opportunities in this exciting mobile technology space.