Branding Image Influence Career Motivations

30th November 2010

According to the latest job recruitment study, over 80% of job seekers refuse to work for certain hotel franchises, ardently believing that a hotel’s product brand can occasionally sway their decision to apply for a job with them.

The survey was the largest to date, including almost 3,000 hospitality career professionals. It was commissioned to explore perceptions of job seekers of leading hotel brands. Results overwhelmingly concurred that brands strongly influence recruitment strategies.

Perhaps hotels should practice what they preach.

International hotel companies often have a strong corporate or consumer advantage in staff branding; however, the consumer’s brand may differentiate from the employer image; this leads to vast misperceptions.

Moreover, strong consumer’s brand picks may inflate job candidate’s expectations. They face a disappointment risk, which eventually leads to high job turnover.

Conversely, there was a positive note in the international hotelier job survey, citing the top four hotels that people wanted to work.

Four Seasons led the pack as far as career favourite brand image, with Jumeirah Group the most ambitious and dynamic employer. The Fairmont Hotel recruited high on the strength of their competitive salaries, leaving the Ritz-Carlton leading the way from the current career perspective.

The other 23 major hotel chains suffered from brand images, according to the key findings on what jobseekers were most motivated by.

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