Comparing hotels’ employer brand effectiveness through social media and websites

Gehrels, Sjoerd; Wienen, Natascha; Mendes, Júlio

doi:10.1080/22243534.2016.1253282

Cited by 5 publications

(3 citation statements)

References 4 publications

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“…Social networks become increasingly popular among Millennials: the research done by Withiam (2011) found 90% of respondents between the ages of 18 and 24 reported having a Facebook account. The recent research done by Gehrels, Wienen, and Mendes (2016) revealed major 62% of Millennials visit social media sites to find more information about a company and its job vacancies and they particularly value information such as pictures and posts about people in a company, employees participating in unique company festivities, meetings.…”

Section: Theory and Hypothesesmentioning

confidence: 99%

Social Media in Employer Branding in FMCG in Russia: Millennials’ Perspective

Kucherov

Zhiltsova²

2020

Journal of East-West Business

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The goal of this article is to investigate the impact of corporate social media on the perception of employer brand image and employer attractiveness which, in turn, could lead to application intention of Millennials in FMCG industry in Russia. The research model was tested through questionnaire from 119 bachelors, masters, and graduates in the Russian leading business school. The empirical data was analyzed with regression analysis. At the second stage, six semi-structured interviews in two Russian business schools were conducted to receive deeper insights. As hypothesized, both high level of information availability and employees' engagement in social media led to the positive perception of the employer brand image as well as to attractiveness perception. The latter, in turn, increased the application intentions of Russian Millennials. The qualitative research provided additional evidence about the advantages of using social media for recruitment and employer branding needs, expected content, and the role of particular social media tools in enhancing the employer branding programs in FMCG industry in Russia. Limitations of the study relate to inability of generalization (the research was undertaken for FMCG industry), noninclusion of some demographic characteristics, and opportunity to include the intermediate mechanisms into the model. The study enhances current knowledge about the role of social media in enhancing employer branding and recruitment initiatives. It contains a set of particular recommendations for FMCG employers.

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Section: Theory and Hypothesesmentioning

confidence: 99%

Social Media in Employer Branding in FMCG in Russia: Millennials’ Perspective

Kucherov

Zhiltsova²

2020

Journal of East-West Business

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“…Furthermore, employers may consider how their industry's image needs to change to gain a positive perception from current and potential new employees to deal with the long-term shortage of professional workers. Employer branding as a strategic approach for companies in the industry can help to improve the overall image (Gehrels et al , 2016).…”

Section: Discussionmentioning

confidence: 99%

Antecedents of labor shortage in the rural hospitality industry: a comparative study of employees and employers

Innerhofer

Nasta²,

Zehrer³

2022

JHTI

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PurposeAlthough the role of human capital in the hospitality sector is critical, the industry faces challenges in attracting workers with a poor industry image frequently mentioned regarding labor shortages. This research paper attempts to investigate the factors influencing labor shortages by presenting the perspectives of employees and employers.Design/methodology/approachPrecisely 232 rural hospitality industry employees (n = 128) and employers (n = 104) in Northern Italy were surveyed using a written close-ended online survey and a quantitative research design as part of a convenience sampling approach. For hypotheses testing, Spearman's rho was used.FindingsA relationship between the shortage of professional workers and a variety of factors was found, including professional, digital, social and green skills, industry-intrinsic characteristics and symbolic image attributes of the industry. The findings show that some factors are more important for employees, while others are more significant for employers.Practical implicationsThis study demonstrates several practical implications for the hospitality sector by addressing the under-researched stakeholder group of existing hospitality employees, e.g. improving working conditions, reduction of manual operations through digital technologies, realistic career planning, employer branding, identification of skill deficiencies and provision of specialized trainings.Originality/valueMost research on labor shortages in the hospitality industry has focused on the perspective of either employees or employers. This study compares both perspectives, including the industry image, to gain a realistic picture of the relevant factors for a rural tourism destination in Northern Italy.

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“…Since its introduction, employer brand has been used as a “strategy to position a company attractively and make it a top-of-mind company for applicants” ( Gehrels et al, 2016 : 163) and as a highly effective strategy to attract and retaining talents In the tourism and hospitality industry ( Gehrels and Altan, 2015 ; Gehrels and Looij, 2011 ; Reis and Braga, 2016 ), On the one hand, the success or failure of tourism and hospitality businesses depends heavily on the way talent and other employees view employers in the industry ( Jain, 2020 ), and on the other hand, labor markets in recent years have been influenced by the Social media and managerial practices have become highly competitive venues, challenging tourism and hospitality businesses in attracting talented and talented employees ( Gehrels et al, 2016 ). Scholars also believe that employer brand management should be considered as a strategic concept in the management philosophy of tourism and hospitality businesses ( Gehrels and Looij, 2011 ; Jain, 2020 ).…”

Section: Employer Branding and Covid-19mentioning

confidence: 99%

Identifying and ranking employer brand improvement strategies in post-COVID 19 tourism and hospitality

Bagheri

Baum

Mobasheri

et al. 2022

Tourism and Hospitality Research

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This study aims to identified and ranked employer brand strategies in post-COVID-19 tourism and hospitality, considering the significance of employer branding as one of the most important elements for attracting and retaining key employees.In this study, we initially develop a model by systematically reviewing the literature. And in the subsequent quantitative analysis, the strategies identified are tested through a questionnaire survey and ranked by a panel of industry experts and analyzed data using the R-SWARA method.Results show that the most important employer brand strategies in post-COVID-19 tourism and hospitality were “paying increased attention to social responsibility”, “developing reliable and sustainable internal/external relationships” and “assessing the effect of brand re-building measures on the social image of the organization”. The analysis of the studies conducted dealing with post-COVID-19 employer branding demonstrates that none of these investigations proposed a comprehensive framework of strategies for employer brand promotion. Exploring the literature also revealed that, despite the significance of employer brand in times of economic crisis, this topic has been ignored by researchers although it points to an obvious gap in the literature on employer brand in tourism and hospitality.

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Comparing hotels’ employer brand effectiveness through social media and websites

Cited by 5 publications

References 4 publications

Social Media in Employer Branding in FMCG in Russia: Millennials’ Perspective

Social Media in Employer Branding in FMCG in Russia: Millennials’ Perspective

Antecedents of labor shortage in the rural hospitality industry: a comparative study of employees and employers

Identifying and ranking employer brand improvement strategies in post-COVID 19 tourism and hospitality

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