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Introduction
The presence of high-quality service in the travel and tourism industry is an essential element for success. Striving for enhanced customer experience, companies in the hospitality industry place great significance on their recruitment practices. The technological changes and advancements of recent years opened many opportunities for expanding recruitment channels, yet some drawbacks were set due to the present-day global pandemic. The current background of the job market requires organizations to attract more workers; one way to do it is by defining and promoting company culture and brand values. In this case, study, Elba Hotels will be examined and analyzed in relation to organizational culture and recruitment practices.
Hotel Recruitment Practices
Since the beginning of the decade, much has changed in the world of recruitment practices. With technological advancement, more things became possible. Such changes most significantly affected recruitment channels, especially in the hospitality industry. By replacing the old ways of advertising available positions through newspapers and radio, TV commercials, social media posts, and targeted ads have managed to reach a broader range of possible employees. Now, large hotel chains are able to attract talent from all over the country or even the world. However, a more expansive pool of recruits demands a stricter selection process.
Much of the hotel business has suffered in light of the recent events related to the global pandemic. Due to mass lockdowns and travel bans, a large portion of staff had to be laid off or let go. Today, with more people taking a vaccine and more countries allowing tourists to cross their borders, the hospitality business is returning to normal, increasing the demand for workers. Despite that, not everyone is ready to work as pre-Covid-19 times.
The current labor shortage forces recruiters to make concessions in order to attract employees. For example, according to Miller (2021), Everwood Hospitality Partners offer flexibility to its workers, especially women. In such a way, providing an opportunity to work from home or on a flexible schedule attracts more people with difficult home situations or those with other jobs since hotels function 24/7. Hyatt Hotels Corp chose a similar approach: through their company app, managers stayed connected with the impacted by the pandemic colleagues, allowing them to return for a shift or two whenever they were able to (Miller 2021). In doing so, the company does not fall behind on labor while seeking new recruits.
Another major trend influencing the current recruitment practices of the hotel industry is diversity and inclusion. Large chains welcome patrons from all over the world and, in order to secure the most comfortable stay, hire a staff of various cultures and ethnicities. Moreover, the diverse background of employees means they have mixed experiences and sends the message of support and representation of people of color. According to Miller (2021), Salamander Hotels & Resorts also widened its reach in recruitment to include minorities and veterans, aiming to bring attention to the related National Associations.
Elba Hotels War for Talent
In the immediate post-pandemic environment, as coronavirus restrictions are being loosened and lifted across the world, more businesses, including hotels, will receive a stream of customers. Most of companies would be forced to hire additional staff to meet the new demand, especially if some workers had to be laid off during lockdowns (Kelly 2021). In light of these events, hiring managers will be required to change their strategies to attract talent.
Elba Hotels address this war for talent in their own unique way. In order to reflect the citys image and welcome its customers in the most appropriate manner, the company designed a sophisticated recruitment program. Since they have to compete not only with the rest of the Glasgow hotels but with the entire country of the UK, Elba Hotels do not hire locally. Their ads are placed in the Sunday Times and TV commercials, aiming at a larger pool of candidates (Nickson et al. 2007). Because of such a method, Elba Hotels are able to be particularly selective in their recruitment. For example, TV ads are chosen to be run during programs aimed at the younger audience (Nickson et al. 2007). Additionally, the company lists not a job but a persons description for a position. A future employee is illustrated with such characteristics as well-spoken, well-presented, and well-dressed (Nickson et al. 2007). The application is created in a way for candidates to assess themselves with 13 words related to the companys image (Nickson et al. 2007). As such, Elba Hotels utilize several channels across the country to reach a specific talent fit for their stylish brand.
Moreover, suitable candidates that fit the personal description of the Elba Hotels recruitment have to pass through a strict selection program. A telephone interview, resume and CV application, and a face-to-face interview are still not enough for the company to be sure of their new workers (Nickson et al. 2007). The accepted talents endure a 10-day induction at the hotel, where they are taught grooming and styling by external consultants (Nickson et al. 2007). In conducting such peculiar recruitment, selection, and training processes, the company enhances excellent service skills and forms a confident and booming look for its staff, manifesting the hotels prestige.
Company Culture and Brands Effect on Recruitment
The recruitment process of Elba Hotels described above is focused on the companys brand and culture. By exercising such a careful selection and training practice, the hotel exhibits confidence and success that are transferred to their employees, enriching them with these qualities. Since most people would like to be described with these words, Elba Hotels culture and brand can be viewed as desirable and prestigious, inspiring more candidates to apply for this workplace.
In the example of Elba Hotels, it is seen that company culture and brand can affect recruitment in different ways. Firstly, it is able to promote the company as preferable for employees. Attracting more talented workers is much more effective when the organization is well-known and enjoys a positive reputation (CharbonnierVoirin, Poujol & Vignolles 2017). Furthermore, by promoting a specific culture in the workplace, the brand raises its standards and makes the company stand out among others. Secondly, a particular appearance the company has in the eyes of the public attracts workers that possess similar values and attitudes. Studies show that candidates are more inclined to apply for a position in a company whose cultural characteristics align with their own (Reiserson & Kjærnes 2018). Therefore, clearly stating and promoting a companys culture is a significant element in the war for talent.
Lastly, recruiting for aligned culture and values can prove to be more efficient rather than hiring for skill. A skilled worker can be trained with useful advice and practice; however, it is rare for people to change their values to match a company. According to Gilani and Cunningham (2017), organizational culture significantly affects the rates of employee retention. As such, choosing candidates based on their personality and characteristics similarity to the ones of the organization has the potential to form a sense of loyalty and connection. Evidently, organizational culture and can brand critically affect the recruitment process. It is much beneficial for a company to develop and promote its characteristics and values. Elba Hotels is an excellent example of applying this theory in practice and creating an attractive work environment.
Elba Hotels Comparison
Elba Hotels selection program is unique to the hospitality industry, raising many questions about the advantages of such an approach. Comparing Elba Hotels practices to Park Hyatt Sydney Hotel can help answer some of these inquiries. Hyatt Hotels is a global network that incorporates more than 20 brands in its portfolio. Compared to the hotel located in Glasgow, Park Hyatt Sydney exercises a more traditional way of selecting candidates.
Elba Hotels focus on promoting its confident and stylish organizational culture, paying close attention to how its future employees will represent the company. In contrast, Park Hyatt Sydney has developed a strong sense of inclusion and diversity. Their recruiting campaign promises candidates to be accepted for who they are and provides safety and support for both its clients and employees (Hyatt Careers n.d.). They promote the culture of care, education, and development within the organization (Hyatt Careers n.d.). Although conveying such a message is important in todays world, it does not fully represent the hotels style and prestige. Elba Hotels are more inclined to communicate what their culture entails; however, their focus on confidence and success leaves no place for supporting values of diversity and equality. As such, the hotel located in Glasgow may not be seen as a progressive workplace, whereas Sydney Hotels idea of a suitable worker is vague, attracting fewer people with befitting qualities.
Moreover, such a difference affects the companies talent pool sizes. Having been recruiting young people of specific character all over the country, yet not advertising for inclusion and diversity, Elba Hotels candidates fit a niche description. In contrast, Park Hyatt Sydneys recruitment is located mainly on job searching websites; there are no specifics about what employees they are looking for apart from qualifications and skills (Hyatt Careers n.d.). There is also a significant difference in how their websites indulge in recruitment. It is seen that Elba Hotels do not rely on Internet sources (Elba Hotels Work with Us n.d.), whereas Park Hyatt maintains active accounts on social media and posts daily news, offers, and promotions. Since the Internet is primarily a space for younger generations, both companies target similar age demographics. TV and newspaper ads are not as popular nowadays; however, Internet recruitment posts are not seen on a day-to-day basis. As such, both approaches can be much disadvantageous in achieving their goals.
Conclusion
Covid-19 has left the job market in a state of employee shortage and a war for talent. Although the recent changes in recruitment practices and newly available hiring channels provide more opportunities for employment, companies can still struggle to attract workers. Based on the example of Elba Hotels, it was determined that organizational culture plays a significant role in recruitment, increasing candidates interest in a company. Having compared Elba Hotels hiring practices to a more traditional approach, several advantages and disadvantages of their unique methods were determined.
Reference List
CharbonnierVoirin, A, Poujol, J F & Vignolles, A, 2017, From value congruence to employer brand: Impact on organizational identification and word of mouth . Canadian Journal of Administrative Sciences, vol. 34, no. 4, pp. 429-437.
Elba Hotels Work with us n.d., Web.
Gilani, H & Cunningham, L, 2017, Employer branding and its influence on employee retention: a literature review . The marketing review, vol. 17, no. 2, pp. 239-256.
Hyatt Careers n.d., Web.
Kelly, J 2021, A war for talent is startingspoiler alert: workers will win, Forbes, Web.
Miller, D 2021, Hotel companies shift hiring practices to attract talent, Web.
Nickson et al., 2007, Scotland with Style .
Reiserson, L E K & Kjærnes, J H, 2018, The impact of organizational culture on recruitment in international companies , University of Agder.
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