Employee Branding: Savvy job postings key to attracting the right staff
By Jason Ferrara Vice President, Corporate Marketing, CareerBuilder | December 15, 2009
The magnitude of the industry's turnover is demonstrated by a recent nationwide survey by CareerBuilder.com. According to the survey, about 12 percent of hospitality workers plan to leave their jobs in the fourth quarter of 2005.
While these statistics would be sobering for any employer, the problem is especially challenging in the hospitality industry, where the competency of the staff is often the deciding point between a disgruntled guest and a glowing review.
To beat employee turnover, businesses are creating employee brands designed to attract the right workers the first time around - qualified employees who are a good fit for the company culture. The most effective recruiters are able to position their companies as employers who offer an exceptional work experience and provide a value above and beyond a paycheck.
Crafting the Employee Brand
Every company has two unique brands - the customer brand and the employee brand.
Your customer brand sells a product or service; your employee brand sells a work experience. For example, people stay at the Ritz-Carlton for the hotel chain's service and value. People work at the Ritz-Carlton because they see a good career opportunity.