An analysis of online employer positioning: insights for a broader employee value proposition construct in the hotel industry

Abstract

Hotels must send the right employer positioning signals to attract the desired professionals. With the advance of online media, hotels may send different signals concerning their employer positioning, including references to employee benefits, allowing potential candidates to evaluate whether they fit in the company even before applying for a job.

Based on a qualitative design, the purpose of this study is to understand how global hotel chains present themselves as employers in a digital context. Results revealed the relevance of promoting a socially diverse work environment as a benefit to attracting employees in the hotel industry.

Keywords:

• Employer branding
• hotel industry
• signaling theory
• social diversity

Disclosure statement

No potential conflict of interest was reported by the authors.