Employer Branding in Hospitality & Travel - Internal Culture to External Advocacy

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Hi LinkedIn Community,

thank you for tuning in for another Rita Story. I was explaining to someone what we do at RaizUp, and they said, "Ah, it is employer branding!"

I realized it often comes up in the introduction phase. Our mission is to Scale Diverse Teams Globally. One of our consulting verticals is Diversity Equity and Inclusion- through audits, analytics, workshops, and our certification.

However,

DEI (Diversity, Equity and Inclusion) does not equal Employer Branding.

I have worked on and off with a company that is, excuse my language, rotting on the inside but diamond-sparkly on the outside. I cannot explain how damaging that can be in the future, for many reasons. And there is a cost attached to everything. Absolute NoGo.

So let's dive deep into the differences and drivers in this edition of Rita Stories.

As usual, if you are new here....

Hi, my name is Rita and I am a Company Culture, Talent Acquisition, and Business Expansion consultant, leading the team at RaizUp, a non-profit organization working towards scaling diverse teams globally in travel and tech. My calendar is open, so book a time to check, but make sure you check out our website for all the awesome things we do. Let's meet at Phocuswright Europe 10-12 June 2024.

We often discuss how to attract and retain top talent in the face of high turnover rates and looming talent shortages. Yet, the solution lies in mastering employer branding, a strategy that not only differentiates a company in the job market but also promotes its identity to both current and prospective employees.

Prioritizing employer branding means that hospitality businesses can create a distinct organizational image that positions them as the most desirable employer in the industry. This not only enhances service quality and reduces costs but also serves as a powerful catalyst to drive profits. It's time to take your business to the next level with a strong employer brand!

To create a strong employer branding strategy, it's essential to focus on what makes the organization unique, such as transparency, retention, work-life balance, and job descriptions that appeal to job seekers.

Understanding the employer value proposition (EVP) is key to attracting suitable talent and ensuring loyalty among staff.

Maximizing employee engagement can turn employees into brand ambassadors and expand the pool of potential candidates. Focusing on internal culture and external advocacy can lead to a DEI-focused employer brand that starts from within, setting the stage for success in employer branding.

Understanding the Relation Between Culture and Talent Advocacy

Organizational culture profoundly influences talent advocacy, serving as the bedrock upon which successful employer branding strategies are built. At the core, organizational culture encompasses shared values, beliefs, and behaviors that guide employees in their daily interactions and strategic decision-making. Fostering a culture that values transparency, diversity, and inclusion can enhance their attractiveness to potential talent and retain high-performing employees.

1. Authenticity in Culture Communication Employers must articulate their unique cultural attributes effectively. This involves showcasing the distinctive strengths and benefits that make the organization a coveted workplace. For instance, a hotel that highlights its commitment to employee development and work-life balance is likely to attract candidates who value these aspects.
2. Impact of Internal Culture on External Perceptions A company's internal culture directly impacts how it is perceived externally. A positive workplace culture attracts talent and encourages existing employees to become brand advocates. Conversely, a negative internal culture can deter potential candidates and increase turnover rates.
3. Integrating DEI for a Stronger Brand Diversity, Equity, and Inclusion (DEI) are critical components of modern organizational culture. In the hospitality industry, embracing DEI not only reflects global inclusivity but also drives innovation and employee satisfaction. For example, companies like Hilton and Marriott have been recognized for their effective DEI practices, which enhance their employer branding and attract a diverse workforce.
4. Leveraging Technology and Social Media Digital platforms offer a powerful medium to communicate employer's brand and culture. Utilizing social media, websites, and job portals effectively can boost an organization's visibility and attract top talent. Platforms like Harri allow businesses to create custom career pages that reflect their unique culture and values.
5. Employee Advocacy as a Branding Tool Encouraging employees to share their positive experiences on social media can significantly extend an employer’s brand reach. Content shared by employees typically receives more engagement than content shared via official brand channels, highlighting the importance of employee advocacy in enhancing employer branding.

Hospitality businesses can create an attractive employer brand by understanding and utilizing the relationship between internal culture and talent advocacy.

This alignment can help in recruiting and retaining employees who are loyal and engaged.

Involving Your Team in Building a DEI-focused Employer Brand

It's important to consider your target audience and their needs. Different people require different information, so it's important to organize the text logically. Start with the most important information and keep sentences short and to the point. Long sentences can be confusing and hard to understand.

Use simple, familiar words instead of acronyms, jargon, and legal language. Use the verb form of a word instead of the noun form to increase clarity. Use the active voice to make the subject do the action of the verb.

Remember not to change the meaning of the original text, add any new information, sentences, or paragraphs, or remove important information. By following these guidelines, you can create text that is direct, concise, and easy to understand.

Employer Branding Done Right: From Tactics to Implementation

Drafting a compelling narrative is crucial for your brand. Showcase your core values and mission through employee development, community involvement, and creating an inclusive workplace.

Visual content plays a significant role in engaging your audience. Optimize your website and social media with photos and videos that showcase our vibrant atmosphere and team spirit.

Create engaging blog posts, leadership interviews, and insights into our company's initiatives to communicate who we are and what we stand for. Social media helps us amplify your employer brand by showcasing employee successes and experiences. Continuously monitor industry trends and gather feedback to ensure our employer branding remains dynamic and reflective of employee needs and industry standards.

Your interviewers should be trained to eliminate biases and promote equity in candidate selection. Diversity training programs help managers lead a diverse workforce and foster an inclusive environment.

Value transparency and communication, and make it a priority to communicate your values and expectations. Investing in employee well-being boosts your attractiveness as an employer in the hospitality market and helps us outperform competitors. Your daily operations attract superior talent and satisfy guests with exceptional service.

Where to start after this story?

To immediately leverage the insights from here, I recommend focusing on actionable steps that can quickly impact your employer branding . These quick wins are designed to initiate momentum and set the foundation for more comprehensive strategies.

1. Review and Refresh Your EVP: Start by evaluating and updating your Employer Value Proposition. Ensure it aligns with the current expectations of job seekers and reflects the true essence of your organization. This step is crucial as it forms the basis of your employer branding efforts.
2. Enhance Your Online Presence: Update your website, career page, and social media profiles to reflect your commitment to DEI and your unique organizational culture. Use real-life examples from your team to showcase the inclusive and supportive environment you offer.
3. Implement an Employee Feedback System: Establish a system to regularly collect and analyze employee feedback. This will help you understand their perceptions and the effectiveness of your current employer branding strategies.
4. Conduct a Brand Audit: Perform a thorough brand audit to assess how your brand is currently perceived by external and internal stakeholders. Use this data to identify areas for improvement and to measure the impact of your branding efforts over time.
5. Initiate a DEI Committee: If not already in place, form a DEI committee to spearhead initiatives and ensure that diversity and inclusion are continuously integrated into all aspects of your business operations.

To strengthen your employer brand and plan long-term initiatives, use these steps to improve how your brand is perceived internally and externally. Tailor your information to your audience and organize it logically, keeping it concise and direct. Avoid jargon and use everyday language, active voice, and the verb form to increase clarity. Remember not to change or remove essential information. By following these guidelines, your writing will be more effective.