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Employer Branding (EB) aims to assist businesses in becoming the employer of choice for potential employees, and provides hands-on tools in attracting, developing and retaining people. Employer Branding for the Hospitality and Tourism Industry explores the potential of EB in changing approaches to managing people and improving opinions on careers in the hospitality sector.
With a focus that goes beyond large companies, the book innovatively explores the possibilities of implementing EB methods within small-and medium-sized enterprises (SMEs) operating in the field of hospitality and tourism. Using international case studies taken from real world research, Gehrels highlights practical ways for companies in the hospitality and tourism sector to adopt EB strategies to best suit their business, employees and customers.
For an industry with a high labour turnover and negative public image in terms of its employment practices, Employer Branding is more vital than ever in its ability to attract potential employees in a targeted and efficient manner. It is a must-read for both current and future practitioners, as well as for researchers and academics in the field of tourism, hospitality, branding and employment.
Price: $104.99
Pages: 216
Publisher: Emerald Publishing Limited
Imprint: Emerald Publishing Limited
Publication Date:
10 July 2019
ISBN: 9781789730708
Format: Hardcover
BISACs:
This book examines the phenomenon of employer branding in the hospitality and tourism industry as a way to differentiate and promote a company's identity to current and future employees. It discusses employer branding as a human resources management innovation for the industry; the development of employer branding and how it can be applied; the relevance of sustainability, corporate social responsibility, and sustainable human resources management for employer branding; hospitableness and hospitality as philosophies that can be integrated into employer branding; strategic branding, using the case study of an expanding hotel chain in Europe and its employer brand; how employees from diverse cultures value their companies’ employer brand; the efforts of a hotel to introduce an employer branding approach; a European initiative, Great Place to Work, that has changed how people look at work and the workplace; the importance of developing and training employees; how small businesses choose recruitment sources; and how international hospitality and tourism companies communicate their employer brands through social media and websites.
Sjoerd Gehrels is Emeritus UAS Professor at Stenden Hotel Management School, The Netherlands. With both academic and professional experience in the hospitality sector, he has been acknowledged as a Certified Hospitality Educator by the American Hotel & Lodging Association’s Educational Institute for 20 consecutive years. His research focuses primarily on hospitality management education, innovation and employment branding within the tourism and hospitality industry.
Chapter 1: Introducing Employer Branding: Potential for the Hospitality and Tourism Industry
Chapter 2: Employer Branding - A Historical Perspective
Chapter 3: Sustainability and Employer Branding
Chapter 4: Hospitableness in Human Resources Management
Chapter 5: Pelican Hotels & Resorts' Considerations for the Future
Chapter 6: Employees as the Brand: Internal Marketing at the Sanctuary Hotel
Chapter 7: Culture influencing Employer Branding
Chapter 8: Developing Employer Branding in Pegasus Hotel
Chapter 9: Great Place to Work®
Chapter 10: Human Capital a Reality Check
Chapter 11: SMEs and Finding Well-Educated Candidates
Chapter 12: Employer Branding through Social Media and Websites