Employer Branding in Hospitality

For the last two years I have attended several hospitality events in Portugal, all of them sharing a concern over the lack of qualified professionals.

Problem detected, one that is real and that affects the quality of service, the main metric for the industry, but if quality candidates are scarce, the battle for their services must be very intense, right?

Not really.

Most hospitality chains that operate in Portugal count on the notoriety of their brands to do the job and close to none have an Employer Branding strategy in place.

Universum has just released the "The Most Attractive Employers in Portugal" study 2019 and guess how many hospitality brands are there?

The right answer is one and I would like to congratulate Pestana Hotels for it.

They have made an amazing journey, hiring top people like Marco Gouveia to lead their digital strategy and the results are visible for everyone to see.

You can find the study in this link: https://universumglobal.com/rankings/portugal/

It's sad though that with more than 100 different chains operating in our country, only one appears in this study.

And I say it with no intention of demeaning any other industry, but hospitality has everything to be a reference.

It's an amazing opportunity for HR Marketers as there is so much to be done.

The first step is to convince the top managers of these hotel chains that if they do believe that talent is scarce then they need to build a differentiated attraction strategy, based on a unique EVP - Employee Value Proposition and supported by their employees - Employee Advocacy.

The time for action is now!

If you are interested in developing your Employer Branding strategy, contact me.

Miguel Luís | Turning Good Companies Great