In a tight job market, you can’t afford to leave any stone unturned when it comes to attracting and retaining talent. Don’t underestimate the importance of your employer brand and reputation among job seekers.
How Large Is the Impact of Reputation?
A recent report indicated 89 percent of job seekers say reputation matters a great deal when considering a new employer, often even more so than salary or benefits.
Candidates do their research on prospective employers through Glassdoor, Facebook, Google and even Yelp. They want to find out what the culture is like, the opportunities for development and rewards, and the effectiveness of the leadership.
In the hospitality industry, word travels fast, it’s essential to take the steps you must to ensure a candidate who takes the time to check you out will be pleased with what they find. How is your company addressing negative reviews? How is your hospitality company driving happy employees to leave positive reviews glowing about the company culture?
Hospitality professionals want to work in hotels and restaurants they are proud of. That doesn’t have to mean a well-known brand, but rather a place with a reputation for hiring the best, and where they will be happy to refer family and friends as guests.
How Can You Improve Your Reputation?
- Be Transparent. Top hospitality professionals will look for an employer whose brand aligns with their own professional philosophy and ethics. They want to work for a company that will provide exceptional service to its customers and the resources and support their employees need to excel in their position and advance their careers. In the hospitality industry, Yelp becomes a major player has reviews on Yelp can be treated like gold, whether it’s fair or not.
- Hire Well. Take your time and perform due diligence to ensure the people you hire will represent you well. Hire for fit and service philosophy for best results. Don’t forget the importance of getting referrals from current employees to increase the chance of success.
- Share Your Brand. Employ social media to demonstrate your brand to the general public. It should be consistent and accurate on Facebook, Instagram, YouTube and other social media sites. Your brand presence won’t survive long if new employees realize your presented brand does not match the reality of the work environment at your restaurant or resort. Show the culture of your company through photos from social events. Showcase employees who developed with the company through a 60-second video highlighting their career growth.
Partner With a Hospitality Recruiter
A hospitality recruitment expert can offer advice on improving your reputation. They can act as your advocate with candidates, discussing what your company is really like to work with and dispelling any inaccurate information they may have.