Recruiting Hoteliers - Required vs Desired

By Zoe Connolly Co-Founder & Managing Director, Hospitality Spotlight | January 07, 2018

When a recruiter begins the process of sourcing top talent for a hospitality client, they often come to the conclusion that something is amiss. The first hint is some sort of diversion between the job description provided and what the client has requested. The second manifests itself as a gap between the suggested role and the the talent pool. Often, the recruiter goes back to the client and explains the issues only to receive resistance, most recruiters have been told they simply need to "look harder" at various points in their career. The recruiter will continue to search, only to encounter similar candidates. 

Here are three ways that hotels and recruiters can work together to expedite the process, find the ideal candidates and get on the same page.

Start at the Beginning with the Job Description

Job descriptions are often started with a blanket/boilerplate set of job requirements, but hotels can't stop there. A few additional steps are necessary to to get it right and attract the right candidates. Naturally, it's impossible to know in advance when a job description might change, it's important that the actual posted role mirrors what the job will be. Changing the position too many times will elongate the process and it can give the property or manager a bad reputation of being indecisive. At times this will be a necessary evil, but it should never become the norm.

There are a few ways to avoid this.

  • Ask the team for feedback. What have they seen that's worked (or failed)? What is really needed to succeed at the property or as part of the hotel's staff? What did the most successful person in the role have that others didn't? What position did this person (or people) hold before coming to the role?
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Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.