Focusing on Employer Branding to Attract More Talent

By Yehuda Beller

A colleague of mine in the hospitality industry recently asked me how to deal with the challenges of attracting high-quality talent.?

I asked him, “What does your brand mean to potential employees?”.

He was understandably confused, so I wanted to make a post about the idea of branding as a means to attract great workers.?

Throughout my career, I’ve learned that attracting top talent requires more than just offering competitive salaries and benefits. It demands a robust employer branding strategy that distinguishes a company as the employer of choice for a target group of people a company needs and wants to attract, recruit, and retain.?

More specifically—for hiring managers in the hospitality industry—understanding and implementing strong employer branding can be a game-changer in generating interest from the best candidates.

Let’s look at why.

Key Elements of a Strong Employer Brand

Let’s start with the fundamentals of a strong employer brand. These core branding components start a story for job seekers about what it might be like to work for the employer.?

If the potential hire can’t envision a happy, well-balanced life as an employee, they’re going to be much more prone to look elsewhere.

At a minimum, these key branding elements should include:

• A Robust Company Culture: A positive, inclusive, and dynamic work environment can attract candidates who are not only skilled but also fit well with the company’s ethos.
• A Crystal-Clear Employee Value Proposition (EVP): Clearly communicate what makes your company unique, from career development opportunities to work-life balance.
• Empathic, Relatable Employee Stories and Testimonials: Highlighting the experiences and growth of current employees can provide potential hires with relatable insights into the company.
• Professional, Curated Social Media and Online Presence: Actively showcasing your brand on platforms like LinkedIn, Instagram, and industry-specific job boards can reach a wider audience and create a positive impression.

Brands Excelling in Employer Branding

So, who’s doing this right?

Several brands in the hospitality industry have done an amazing job leveraging their employer brand to attract top talent.?

Here are three notable examples:

1. Four Seasons Hotels and Resorts

Four Seasons is renowned for its luxury guest experience, and this excellence extends to its treatment of employees.?

The company’s employer brand emphasizes personal and professional development, a collaborative work environment, and a commitment to maintaining a high standard of excellence.?

Four Seasons’ “Work With Us” campaign highlights stories of employee achievements and career growth, attracting candidates who are passionate about delivering exceptional service and growing within a prestigious brand.

2. The Ritz-Carlton

The Ritz-Carlton is a prime example of a brand that has successfully cultivated a strong employer brand.?

Known for its exceptional service standards, the company extends this philosophy of refinement and luxury to its employees, referring to them as “Ladies and Gentlemen.”?

This culture of respect and high expectations is reinforced through comprehensive training programs and career development opportunities.?

The Ritz-Carlton’s social media presence is incredibly strong and often features employee stories and recognition, showcasing a supportive and rewarding work environment.

3. Accor Hotels

Accor Hotels has made significant strides in employer branding by promoting a culture of diversity, innovation, and continuous learning. Their “Heartist” program emphasizes caring and empathy, both towards guests and employees.?

Accor's commitment to sustainability and corporate social responsibility also appeals to potential hires who value these aspects. Through initiatives like the “Academy Accor,” which offers training and development programs, Accor demonstrates a strong commitment to employee growth and advancement.

What’s Next for Your Brand?

For hiring managers in the hospitality industry, focusing on employer branding could make the difference between getting no attention to becoming inundated in job inquiries from people you actually want to hire.?

Add in some efficient hiring technology (like the hourly worker matchmaking platform Worklik), and you’ll be off to the races in no time.?

What are some ways you could enhance your brand to make it more attractive to potential employees? Drop a comment below, and let me know.