In today's competitive hospitality labor market, having a strong employer brand is no longer optional—it's essential. The hotels that stand out as desirable places to work have significant advantages in attracting and retaining talent.
What constitutes an employer brand? It's the sum of perceptions about what it's like to work at your property—from compensation and benefits to culture, growth opportunities, and work environment. It's shaped by everything from job postings to employee reviews to word-of-mouth in the community.
Building a strong employer brand starts with substance. You can't market your way to a great reputation if the reality doesn't match. The foundation must be genuine: competitive pay, fair scheduling, respectful management, and real opportunities for growth.
Once the fundamentals are in place, communication becomes key. Your careers page should showcase real employees and authentic stories. Social media can highlight team culture and behind-the-scenes moments. Job postings should convey personality and values, not just requirements.
Employee advocacy amplifies your efforts. When current employees speak positively about their experience—on review sites, social media, or in conversations with friends—it carries more weight than any marketing campaign. Encouraging and enabling this advocacy pays dividends.
Community reputation matters too, especially for hotels in smaller markets. Being known as a good employer in the local community—through fair treatment, community involvement, and word-of-mouth—creates a competitive advantage that's difficult for competitors to replicate.
For hotels looking to improve their employer brand, start by understanding current perceptions. What do employee reviews say? What's the word on the street? Then work systematically to address gaps between perception and where you want to be.
The investment in employer branding pays returns across the talent lifecycle—from reduced recruitment costs to improved retention to better candidate quality. In a tight labor market, it's a competitive advantage that compounds over time.