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Employer branding for the hospitality and tourism industry
Employer Branding (EB) aims to assist businesses in becoming the employer of choice for potential employees, and provides hands-on tools in attracting, developing and retaining people. Employer Branding for the Hospitality and Tourism Industry explores the potential of EB in changing approaches to managing people and improving opinions on careers in the hospitality sector.With a focus that goes beyond large companies, the book innovatively explores the possibilities of implementing EB methods within small-and medium-sized enterprises (SMEs) operating in the field of hospitality and tourism. Using international case studies taken from real world research, Gehrels highlights practical ways for companies in the hospitality and tourism sector to adopt EB strategies to best suit their business, employees and customers. For an industry with a high labour turnover and negative public image in terms of its employment practices, Employer Branding is more vital than ever in its ability to attract potential employees in a targeted and efficient manner. It is a must-read for both current and future practitioners, as well as for researchers and academics in the field of tourism, hospitality, branding and employment.
Prelims -- Chapter 1: Introducing employer branding: potential for the hospitality and tourism industry -- Chapter 2: Employer branding a historical perspective -- Chapter 3: Sustainability and employer branding -- Chapter 4: Hospitableness in human resources management -- Chapter 5: Pelican hotels & resorts' considerations for the future -- Chapter 6: Employees as the brand: internal marketing at the sanctuary hotel -- Chapter 7: Culture influencing employer branding -- Chapter 8: Developing employer branding in Pegasus Hotel -- Chapter 9: Great place to work® -- Chapter 10 Human capital a reality check -- Chapter 11 SMEs and finding well-educated candidates -- Chapter 12 Employer branding through social media and websites -- References -- Index.
Includes bibliographical references and index.