PREFERRED ATTRIBUTES OF EMPLOYER BRAND ATTRACTIVENESS AMONG POTENTIAL EMPLOYEES IN THE HOTEL INDUSTRY
Keywords:
employer brand attractiveness, human resource, attributes of employer brand attractiveness, hotel
Abstract
Human resources have a particularly important role in the hotel business since the hotel industry is a labor-intensive industry. As key resources for creating value and the company’s image, employees should be provided with appropriate tangible and intangible benefits to affect their efficiency. On the other hand, the hotel industry does not have the image of an attractive employment industry. For this reason, it is necessary to identify the potential benefits to current employees and potential employees in hotels in order to achieve better work results. The research objective is to examine the preferred attributes of employer brand attractiveness among potential employees in the hotel industry. By analyzing the results, we conclude that the preferred attributes of employer brand attractiveness are career advancement and development and employee training and development. Employees’ desire to work for an employer that provides employee training and development opportunities brings numerous benefits to hotels, since employee development contributes to the development of high-quality hotel services, more efficient employees, and, thus, better organizational performance. The least preferred attributes of employer brand attractiveness among potential hotel employees are “corporate reputation” and “corporate culture”.
References
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Bellou, V., Stylos, N. & Rahimi, R. (2018). Predicting hotel attractiveness via personality traits of applicants: The moderating role of self-esteem and work experience. International Journal of Contemporary Hospitality Management, 30(10), 3135-3155. DOI: 10.1108/IJCHM-06-2017-0369
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Chebat, J.C. & Kollias, P. (2000). The impact of empowerment on customer contact employees’ roles in service organisations. Journal of Service Research, 3, 66-81.
Chhabra, N.L. & Sharma, S. (2014). Employer branding: strategy for improving employer attractiveness. International Journal of Organizational Analysis, 22(1), 48-60. DOI: 10.1108/IJOA-09-2011-0513
Deepa, R. & Baral, R. (2019). Importance-performance analysis as a tool to guide employer branding strategies in the IT-BPM industry. Journal of Organizational Effectiveness: People and Performance, 6(1), 77-95.
Horng, J.S., Tsai, C.Y., Yang, T.C. & Liu, C.H. (2016). Exploring the relationship between proactive personality, work environment and employee creativity among tourism and hospitality employees. International Journal of Hospitality Management, 54, 25-34.
Jain, N. & Bhatt, P. (2015). Employment preferences of job applicants: unfolding employer branding determinants. Journal of Management Development, 34(6), 634-652. DOI: 10.1108/JMD-09-2013-0106
Kashyap, V. & Verma, N. (2018). Linking dimensions of employer branding and turnover intentions. International Journal of Organizational Analysis, 26(2), 282-295.
Kaur, R. & Shah, R. (2021). Employer branding at armed forces: current and potential employees’ perspective. European Journal of Training and Development, Article in press. DOI: 10.1108/EJTD-03-2019-0043
Kucherov, D. & Zavyalova, E. (2012). HRD practices and talent management in the companies with the employer brand. European Journal of Training and Development, 36(1), 86-104.
Lee, C., Kao, R. & Lin, C. (2018). A study on the factors to measure employer brand: the case of undergraduate senior students. Chinese Management Studies, 12(4), 812-832.
Morgeson, F.P., Reider, M.H. & Campion, M.A. (2005). Selecting individuals in team settings: the importance of social skills, personality characteristics, and teamwork knowledge. Personnel Psychology, 58(3), 583-611.
Newburry, W., Gardberg, N.A. & Belkin, L.Y. (2006). Organizational attractiveness is in the eye of the beholder: the interaction of demographic characteristics with foreignness. Journal of International Business Studies, 37(5), 666-686.
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Rampl, L.V. (2014). How to become an employer of choice: transforming employer brand associations into employer first-choice brands. Journal of Marketing Management, 30(13-14), 1486-1504.
Rampl, L.V. & Kenning, P. (2014). Employer brand trust and affect: linking brand personality to employer brand attractiveness. European Journal of Marketing, 48(1/2), 218-236. DOI: 10.1108/EJM-02-2012-0113
Santiago, J. (2019). The relationship between brand attractiveness and the intent to apply for a job: A millennials’ perspective. European Journal of Management and Business Economics, 28(2), 142-157. DOI: 10.1108/EJMBE-12-2018-0136
Schlager, T., Bodderas, M., Maas, P. & Cachelin, J.L. (2011). The influence of the employer brand on employee attitudes relevant for service branding: an empirical investigation. Journal of Services Marketing, 25(7), 497 – 508.
Sharma, R. & Prasad, A. (2018). Employer brand and its unexplored impact on intent to join. International Journal of Organizational Analysis, 26(3), 536-566.
Sivertzen, A., Nilsen, E.R. & Olafsen, A. (2013). Employer branding: employer attractiveness and the use of social media. Journal of Product & Brand Management, 22(7), 473–483. DOI: 10.1108/JPBM-09-2013-0393
Tanwar, K. & Kumar, A. (2019). Employer brand, person-organisation fit and employer of choice Investigating the moderating effect of social media. Personnel Review, 48(3), 799-823. DOI: 10.1108/PR-10-2017-0299
Tanwar, K. & Prasad, A. (2016). The effect of employer brand dimensions on job satisfaction: gender as a moderator. Management Decision, 54(4), 854 – 886.
Wilden, R., Gudergan, S. & Lings, I. (2010). Employer branding: strategic implications for staff recruitment. Journal of Marketing Management, 26(1), 56-73. DOI: 10.1080/ 02672570903577091
Xie, C., Bagozzi, R. & Meland, K. (2015).The impact of reputation and identity congruence on employer brand attractiveness. Marketing Intelligence & Planning, 33(2), 124-146.
Younis R.А. & Hammad, R. (2021). Employer image, corporate image and organizational attractiveness: the moderating role of social identity consciousness. Personnel Review, 50(1), 244-263. DOI: 10.1108/PR-02-2019-0058
Ambler, T. & Barrow, S. (1996). The employer brand. The Journal of Brand Management, 4(3), 185-205.
Backhaus, K. & Tikoo, S. (2004). Conceptualizing and researching employer branding. Career Development International, 9(5), 501-517. DOI: 10.1108/13620430410550754
Barney, J.B. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99-120.
Barrick, M.R., Mount, M.K. & Li, N. (2013). The theory of purposeful work behavior: the role of personality, higher-order goals, and job characteristics. Academy of Management Review, 38(1), 132-153.
Baum, T. & Nickson, D. (1998).Teaching human resource management in hospitality and tourism: a critique. International Journal of Contempory Hospitality Management, 10(2), 75–79.
Bellou, V., Stylos, N. & Rahimi, R. (2018). Predicting hotel attractiveness via personality traits of applicants: The moderating role of self-esteem and work experience. International Journal of Contemporary Hospitality Management, 30(10), 3135-3155. DOI: 10.1108/IJCHM-06-2017-0369
Berthon, P., Ewing, M. & Hah, L.L. (2005). Captivating company: dimensions of attractiveness in employer branding. International Journal of Advertising, 24(2), 151-172.
Bhatnagar, J. & Srivastava, P. (2008). Strategy for staffing: employer branding & person organization fit. Indian Journal of Industrial Relations, 44(1), 35-48.
Chebat, J.C. & Kollias, P. (2000). The impact of empowerment on customer contact employees’ roles in service organisations. Journal of Service Research, 3, 66-81.
Chhabra, N.L. & Sharma, S. (2014). Employer branding: strategy for improving employer attractiveness. International Journal of Organizational Analysis, 22(1), 48-60. DOI: 10.1108/IJOA-09-2011-0513
Deepa, R. & Baral, R. (2019). Importance-performance analysis as a tool to guide employer branding strategies in the IT-BPM industry. Journal of Organizational Effectiveness: People and Performance, 6(1), 77-95.
Horng, J.S., Tsai, C.Y., Yang, T.C. & Liu, C.H. (2016). Exploring the relationship between proactive personality, work environment and employee creativity among tourism and hospitality employees. International Journal of Hospitality Management, 54, 25-34.
Jain, N. & Bhatt, P. (2015). Employment preferences of job applicants: unfolding employer branding determinants. Journal of Management Development, 34(6), 634-652. DOI: 10.1108/JMD-09-2013-0106
Kashyap, V. & Verma, N. (2018). Linking dimensions of employer branding and turnover intentions. International Journal of Organizational Analysis, 26(2), 282-295.
Kaur, R. & Shah, R. (2021). Employer branding at armed forces: current and potential employees’ perspective. European Journal of Training and Development, Article in press. DOI: 10.1108/EJTD-03-2019-0043
Kucherov, D. & Zavyalova, E. (2012). HRD practices and talent management in the companies with the employer brand. European Journal of Training and Development, 36(1), 86-104.
Lee, C., Kao, R. & Lin, C. (2018). A study on the factors to measure employer brand: the case of undergraduate senior students. Chinese Management Studies, 12(4), 812-832.
Morgeson, F.P., Reider, M.H. & Campion, M.A. (2005). Selecting individuals in team settings: the importance of social skills, personality characteristics, and teamwork knowledge. Personnel Psychology, 58(3), 583-611.
Newburry, W., Gardberg, N.A. & Belkin, L.Y. (2006). Organizational attractiveness is in the eye of the beholder: the interaction of demographic characteristics with foreignness. Journal of International Business Studies, 37(5), 666-686.
Ognjanović, J. (2019). Building employer attractiveness as part of the employer branding strategy. Ekonomija, teorija i praksa, XII(3), 53–68.
Ognjanović, J. (2020). Employer brand and workforce performance in hotel companies. Hotel and Tourism Management, 8(2), 65-78.
Rampl, L.V. (2014). How to become an employer of choice: transforming employer brand associations into employer first-choice brands. Journal of Marketing Management, 30(13-14), 1486-1504.
Rampl, L.V. & Kenning, P. (2014). Employer brand trust and affect: linking brand personality to employer brand attractiveness. European Journal of Marketing, 48(1/2), 218-236. DOI: 10.1108/EJM-02-2012-0113
Santiago, J. (2019). The relationship between brand attractiveness and the intent to apply for a job: A millennials’ perspective. European Journal of Management and Business Economics, 28(2), 142-157. DOI: 10.1108/EJMBE-12-2018-0136
Schlager, T., Bodderas, M., Maas, P. & Cachelin, J.L. (2011). The influence of the employer brand on employee attitudes relevant for service branding: an empirical investigation. Journal of Services Marketing, 25(7), 497 – 508.
Sharma, R. & Prasad, A. (2018). Employer brand and its unexplored impact on intent to join. International Journal of Organizational Analysis, 26(3), 536-566.
Sivertzen, A., Nilsen, E.R. & Olafsen, A. (2013). Employer branding: employer attractiveness and the use of social media. Journal of Product & Brand Management, 22(7), 473–483. DOI: 10.1108/JPBM-09-2013-0393
Tanwar, K. & Kumar, A. (2019). Employer brand, person-organisation fit and employer of choice Investigating the moderating effect of social media. Personnel Review, 48(3), 799-823. DOI: 10.1108/PR-10-2017-0299
Tanwar, K. & Prasad, A. (2016). The effect of employer brand dimensions on job satisfaction: gender as a moderator. Management Decision, 54(4), 854 – 886.
Wilden, R., Gudergan, S. & Lings, I. (2010). Employer branding: strategic implications for staff recruitment. Journal of Marketing Management, 26(1), 56-73. DOI: 10.1080/ 02672570903577091
Xie, C., Bagozzi, R. & Meland, K. (2015).The impact of reputation and identity congruence on employer brand attractiveness. Marketing Intelligence & Planning, 33(2), 124-146.
Younis R.А. & Hammad, R. (2021). Employer image, corporate image and organizational attractiveness: the moderating role of social identity consciousness. Personnel Review, 50(1), 244-263. DOI: 10.1108/PR-02-2019-0058
Published
2021/10/15
Section
Original Scientific Paper
