Building a strong employer and company brand is the key to success in attracting top talent to want to work at your hotels or restaurants. Building your brand is more than just posting nice pictures on your website, or joining the latest viral trend on TikTok.
These are our 8 steps to crafting that winning brand strategy.
1. Begin with a Brand Audit
Before venturing into the world of employer branding, conduct a thorough audit of your existing brand presence. Evaluate how your hospitality brand is perceived both internally and externally.
Identify your unique selling points and values that set you apart in the competitive landscape. Look at competitor websites, social media channels, and what current industry trends or hot topics are. How does your brand line up?
2. Define Your Narrative and Values
Craft a compelling narrative that resonates with your target audience. Define your core values and mission, illustrating the essence of your hospitality brand. Ensure that your messaging aligns with the aspirations and expectations of potential candidates.
One of the biggest ways you can stand apart from other hospitality companies is through your company culture and values.
Do you have career development programs or opportunities? Are there employee resource groups team members can join? Do you encourage volunteering in your local community?
Make sure to highlight what makes you different as a company.
3. Showcase Employee Testimonials
Let your employees become your brand ambassadors. Share authentic testimonials that highlight the positive experiences and success stories within your organization. Genuine narratives build trust and provide valuable insights into your workplace culture.
4. Leverage Visual Content Strategically
Optimize your website and social media platforms with visually appealing content. Showcase the vibrant atmosphere of your hospitality team through photos, videos, and behind-the-scenes glimpses. Visual content not only engages but also contributes to a positive online presence.
5. Enhance Transparency and Communication
Transparency fosters trust. Clearly communicate your organizational values, expectations, and commitment to employee well-being. Open lines of communication with potential candidates, emphasizing your dedication to clear and honest dialogues.
6. Develop Engaging Content
Create and share content that goes beyond traditional job descriptions. Feature engaging blog posts, interviews with leadership, and insights into your company’s initiatives. Quality content not only attracts talent but also contributes to your online authority.
7. Embrace Social Media as a Tool
Leverage the power of social media platforms to amplify your employer brand. Regularly share updates, achievements, and engage with your audience. Showcase the personality of your hospitality brand through thoughtful and interactive social media posts.
Another strategy is to promote your employees achievements and experiences on your channels. Let them do takeovers, or feature them with a day in the life series to give your potential candidates and guests feel part of the team.
8. Monitor and Optimize Continuously
Employer branding is an evolving process. Keep an eye on with competitors and the indsutry is doing to make sure you’re part of conversations you need to be and that you are showing up in the channels or places you need to be.
Gather feedback from your team members, both the ones who are leaving and the ones who are still on your team. This will enlighten you as to why employees choose to leave, and what you can do better or what you are doing well and why team members choose to stay.
Building a winning employer brand in hospitality requires a strategic blend of authenticity, visual appeal, and effective communication. By incorporating these secrets into your HR and leadership practices, you’ll not only attract the best talent but also foster a workplace culture that stands out in the competitive hospitality industry.