The hospitality sector has encountered well-documented recruitment problems in recent years. A recent paper from Flinders University suggests that more effective employer branding could help to attract and retain the talent the sector needs.

Using ideas from brand theory and how employers present themselves, a new plan is suggested. Instead of each hospitality business trying to stand out on its own to attract employees, this plan suggests that the whole hospitality industry should work together to create a clear and strong brand that all businesses and workers understand.

A clear identity

The researchers believe that it’s better for the hospitality industry to form a single identity that everyone agrees on. This would involve collaboration with industry groups to have a clear strategy for attracting and keeping employees. This approach is seen as more effective than each individual business, especially smaller ones, trying to make their own attractive image to employees. The researchers think that having a strong industry brand will make employees trust and like the hospitality industry more.

“The proposed framework offers the hospitality industry a means to adopt a more proactive, collective and strategic approach to address long-standing talent challenges,” the researchers explain. “The COVID-19 pandemic exacerbated talent challenges faced by hospitality organizations when prolonged closures led to many workers leaving the industry to pursue other employment.”

According to the researchers, a successful brand that minimizes uncertainties for job seekers about the worth and advantages of a job offer revolves around five core components:

1. Interest Value: This relates to captivating aspects like novel products or services that spark innovation or allure.
2. Social Value: Creating a positive workplace atmosphere and nurturing congenial staff relationships contribute to this dimension.
3. Economic Value: Financial rewards and incentives constitute an integral part of the brand’s attractiveness.
4. Development Value: The potential for future career growth and advancement is an essential facet.
5. Application Value: Recognizing and utilizing prior experiences and skills for potential roles rounds off the brand’s holistic appeal.

“We argue that if the industry talent brand is perceived as attractive, then potential applicants may seek out and apply for positions in hospitality organizations, when previously they would not have,” they explain.

“Perceived industry talent brand attractiveness will also impact existing hospitality employees, resulting in them feeling proud and affirmed in their jobs, which is likely to encourage staff to continue working in the hospitality industry.”