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Publication
The Use of Digital Media for the Employer Brand Management in Hotels
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.45 MB | Adobe PDF |
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Abstract(s)
Os colaboradores exercem um papel fulcral no sucesso da marca dos hotéis. Existe
um número incontável de marcas de hotéis, cada uma com as suas características únicas,
o que requer diferentes colaboradores para darem vida às suas promessas. Estes devem
estar em sintonia com os valores e requisitos da marca do hotel de modo a poderem
representá-la adequadamente durante a interação com os hóspedes. Os gestores devem
comunicar corretamente as suas employer brands de modo a atrair os colaboradores
desejados.
As empresas enviam sinais sobre o seu posicionamento enquanto empregadoras
sempre que utilizam um meio de comunicação online. Estas devem apresentar aos
potencias candidatos informações claras e precisas de modo a permitir-lhes avaliar a sua
afinidade com a empresa mesmo antes de se candidatarem. Assim, a hipótese de ocorrer
um emparelhamento entre os colaboradores e os seus empregadores aumenta. Os gestores
devem tomar especial atenção à forma como comunicam o seu posicionamento enquanto
empregadores de modo a potencializar ativamente este emparelhamento.
Neste estudo, explorou-se como dez das maiores redes hoteleiras do mundo utilizam
os seus websites de recrutamento para apresentar o seu posicionamento enquanto
empregadoras. Paralelamente, analisou-se como estas redes comunicam aos seus
potenciais colaboradores, através de anúncios de trabalho, os valores da empresa e os
benefícios que estas oferecem. Para tal, seguiu-se um design qualitativo e adotou-se uma
abordagem abdutiva.
O presente estudo demonstrou, por meio de uma template analysis, que as redes
hoteleiras avaliadas gerem explicitamente as suas estratégias de employer branding com
o intuito de atraírem apenas colaboradores que partilham os seus valores e objetivos.
Também revelou que os hotéis que promovem um ambiente de trabalho socialmente
diverso são potencialmente mais atrativos enquanto empregadores. Finalmente,
apresentam-se recomendações sobre como os gestores de hotéis podem melhorar a
comunicação das suas employer brands através dos meios digitais.
A significant part of a hotel's brand success relies on its employees. There are many hotel brands, each with their unique characteristics, demanding employees who give life to their brand promises. To assure employees know how to represent it while interacting with guests, they must aline with company values and requirements. Managers must know how to communicate their employer brands to attract the right employees. Companies send signals about their employer positioning whenever they use online communication. Employers must offer potential candidates clear and precise information, allowing them to judge their fit within the company, even before applying for the job. By doing so, employers and employees increase their chance for a match. To actively enhance this match, managers should pay attention to how they communicate their employer positioning. This study explored how ten of the world’s largest hotel chains use their recruiting websites to present their employer positioning and communicate their values and employee value proposition on their job advertisements. A qualitative design, adopting an abductive approach, was used. Through a template analysis, this study found that these companies, while intending to attract employees who share similar values and objectives, are explicitly managing their employer branding strategies. Further, this study revealed that promoting a socially diverse work environment is a relevant aspect that helps a company attract employees. Managerial recommendations associated with how managers might improve their employer branding online communications are discussed in this paper.
A significant part of a hotel's brand success relies on its employees. There are many hotel brands, each with their unique characteristics, demanding employees who give life to their brand promises. To assure employees know how to represent it while interacting with guests, they must aline with company values and requirements. Managers must know how to communicate their employer brands to attract the right employees. Companies send signals about their employer positioning whenever they use online communication. Employers must offer potential candidates clear and precise information, allowing them to judge their fit within the company, even before applying for the job. By doing so, employers and employees increase their chance for a match. To actively enhance this match, managers should pay attention to how they communicate their employer positioning. This study explored how ten of the world’s largest hotel chains use their recruiting websites to present their employer positioning and communicate their values and employee value proposition on their job advertisements. A qualitative design, adopting an abductive approach, was used. Through a template analysis, this study found that these companies, while intending to attract employees who share similar values and objectives, are explicitly managing their employer branding strategies. Further, this study revealed that promoting a socially diverse work environment is a relevant aspect that helps a company attract employees. Managerial recommendations associated with how managers might improve their employer branding online communications are discussed in this paper.
Description
Keywords
Hotelaria Marca do empregador Teoria do Sinal Websites Anúncios de Trabalho Hotel Industry Employer Branding Signalling Theory Job Advertisement