J1 Visa Programs: Enhancing Your Hotel Workforce

By Robert M. O'Halloran Professor & Director, School of Hospitality Leadership, East Carolina University | March 11, 2018

As human resource units are pressed to find more employees, the development of alternative sources of labor can be vital to the success of their operations. The development and management of the J1 visa program will enable the creation of a steady source of talent at the front desk, in the kitchen and across hospitality operations in general. The result will be evidence that HR departments can create value for an organization.

It is clear, that one of the major issues in the hospitality industry is workforce. Business leaders are constantly searching for employees, both management and staff, and often positions take months to fill if they get filled at all. Workforce needs are also reflected in high placement rates at hospitality programs across the country.

Industry actions are spurred by experienced industry leaders that are committed to building educational and economic opportunity across the US, advancing long-term career opportunities to build a more highly-skilled, competitive workforce. In partnership with the National Restaurant Association the American Hotel and Lodging Association has received a Department of Labor contract to develop a management level apprenticeship program for the hospitality industry. The program brings together government and private sector industry intermediaries and national equity partners to create and expand apprenticeship opportunities throughout the US.   These efforts continue to work to develop a strong US workforce.

Developing an Alternative Workforce Source

In addition to a strong domestic workforce, in today's highly competitive global economy, many organizations recognize the need for forming multi-cultural workforces by acquiring people, skills and techniques from around the world.   One option for employers is to explore J1 visa programs as a method to access a dedicated workforce. The Exchange Visitor (J) non-immigrant visa category is for individuals approved to participate in work-and study-based exchange visitor programs. Participants are integral to the success of the program.

It is important to note that this is a cultural exchange program. Examples of companies in the hospitality industry, using this program include: Walt Disney Parks and Resorts, the American Hospitality Academy, the Beakers Resort and others. Marriott for example, utilizes a J1 visa program and states on its website: "if you're currently working or studying in the hospitality field outside the United States, the J-1 Exchange Visitor Training Program offers you the opportunity to gain experience working in Marriott hotels within the U.S."  Disney Parks and Resorts has offered multiple J1 options that include: 5/7 Month Program (12 months), Direct-to-Disney Program, and a Post-Grad Certificate Program. There are also many non-hospitality company examples including Microsoft and St. Jude's Research Hospital that successfully utilize J1 visa programs.

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Coming up in February 2019...

Social Media: Getting Personal

There Social media platforms have revolutionized the hotel industry. Popular sites such as Facebook, Twitter, Pinterest, Instagram, Snapchat, YouTube and Tumblr now account for 2.3 billion active users, and this phenomenon has forever transformed how businesses interact with consumers. Given that social media allows for two-way communication between businesses and consumers, the emphasis of any marketing strategy must be to positively and personally engage the customer, and there are innumerable ways to accomplish that goal. One popular strategy is to encourage hotel guests to create their own personal content - typically videos and photos -which can be shared via their personal social media networks, reaching a sizeable audience. In addition, geo-locational tags and brand hashtags can be embedded in such posts which allow them to be found via metadata searches, substantially enlarging their scope. Influencer marketing is another prevalent social media strategy. Some hotels are paying popular social media stars and bloggers to endorse their brand on social media platforms. These kinds of endorsements generally elicit a strong response because the influencers are perceived as being trustworthy by their followers, and because an influencer's followers are likely to share similar psychographic and demographic traits. Travel review sites have also become vitally important in reputation management. Travelers consistently use social media to express pleasure or frustration about their guest experiences, so it is essential that every review be attended to personally. Assuming the responsibility to address and correct customer service concerns quickly is a way to mitigate complaints and to build brand loyalty. Plus, whether reviews are favorable or unfavorable, they are a vital source of information to managers about a hotel's operational performance.  The February Hotel Business Review will document what some hotels are doing to effectively incorporate social media strategies into their businesses.