Hotel Recruitment: How diverse is diverse enough?

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

Long dominated by white males, the nation's work force is now nearly 48 percent female, 14 percent black, 11 percent Hispanic and 5 percent Asian/Pacific Islander, according to the U.S. Equal Employment Opportunity Commission. The Bureau of Labor Statistics predicts that by 2008, women and minorities will make up 70 percent of all new entrants to the workforce.

But equal representation in the workplace doesn't necessarily mean equal clout. Hispanics are now the largest U.S. minority group, but they're also the most underrepresented in executive suites. According to an article published last July in the Dallas Morning News, Hispanics hold less than 3 percent of all Fortune 500 board seats.

These statistics highlight the important role that workplace diversity will play as Corporate America evolves to keep pace with a changing U.S. population. To remain competitive, businesses need to embrace diversity as a strategic initiative, tying diversity to corporate profits.

Diversity defined

Workplace diversity is hardly a new notion. The push for diversity gained prominence in the 1970s and 1980s as an influx of women entered the workforce. When EEOC reporting requirements emerged in the 1990s, the concept took on even greater importance.

Today, embracing diversity means far more than creating more and equal opportunities for black and Hispanic workers. Diversity initiatives also benefit Asians, Native Americans, women, people with disabilities, and gay and lesbian workers.

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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.