Branding Your Hotel to Jobseekers
By Jason Ferrara Vice President, Corporate Marketing, CareerBuilder | March 06, 2010
Attracting top talent can be difficult as many job seekers report they are unaware of the employment opportunities that exist in hospitality companies. There are often misconceptions about a lack of opportunity for upward mobility in the industry, which leads some jobseekers to view jobs in hospitality as a stepping stone to something else.
As a hotel leader, the weight to recruit the right, qualified people can feel quite heavy; especially as today's labor market tightens. Facing these challenges head on is essential to maintain a successful business and one solution is positioning your hotel as a place where candidates want to work.
This is otherwise known as promoting your employment brand.
The Power of Employment Branding
When it comes to branding, I'm not referring to investing more dollars into your consumer brand, which focuses on the message presented to the people you want to have filling your rooms. Rather, I'm discussing making a serious investment in your employment brand. One-third of hospitality employers do not think their consumer brand is enough to attract qualified workers. In fact, many companies struggle with establishing a strong employment brand because they do not go after it with the same vigor that they do when they are marketing their hotel to potential customers. strong employment brand can help shape expectations around the company's vision, mission and employee experience and give you an edge in not only preserving existing talent, but attracting those candidates that will thrive in your environment.
Recent CareerBuilder.com research found that 29 percent of hospitality employers have an employment brand - the average across all industries was 17 percent. This not only illustrates the importance of an employment brand in our industry, but also how many companies have yet to create and implement an employment brand. When you position your hotel as a place people want to work and make it apparent that you invest in your employees, you're likely to attract to the best candidates. In addition, you'll retain them over time. Just as well-recognized consumer brands are in-demand because they carry with them a promise of consistently high quality or value, well-recognized employment brands will help your hotel attract the high-quality candidates that are critical to your success.