Employer branding is the process of strengthening a company, in this case a hotel, as an attractive employer. The development of a strong employer brand is a central element. This not only has an external effect (attracting potential applicants), but also an internal effect (long-term employee retention).
This requires an analysis of the hotel's own brand:
- What does the hotel stand for?
- Who stands behind the company - as an employer, as a team?
- What are the company's values and culture?
- What added value does the hotel offer to (future) employees?
These benefits, also known as EVP (Employee Value Proposition), include more than just compensation and advancement opportunities. It also includes benefits such as housing, food, flexible working hours, career and training opportunities, and the general working atmosphere.
Employer branding is therefore animportant component of human resources marketing for hotels and for successful recruiting campaigns. Unlike the latter, employer branding is an ongoing, year-round process.
Benefits of employer branding in hotel marketing
- Attraction of skilled employees
- Employee retention
- Competitive advantage
- Efficient recruiting
- Motivated employees
Frequently asked questions about employer branding in hotel marketing
Why is employer branding important in the hotel sector?
Employer branding helps hotels position themselves as attractive employers to attract qualified employees and increase employee retention.
What aspects go into employer branding?
The employer brand includes aspects such as the company values, culture, career opportunities, work environment, training opportunities and employee benefits.
What role does social media play in employer branding?
Social media is a powerful tool to communicate the employer brand. Hotel images, employee stories and company culture can be shared here.
What are the steps in building a strong employer brand?
An inventory analysis, defining corporate values, creating a positive work culture and communicating employee benefits are important steps.
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