Employer Branding for the Hospitality and Tourism Industry: Finding and Keeping Talent

Sjoerd Gehrels
Stenden Hotel Management School, The Netherlands

Product Details
10 Jul 2019
Emerald Publishing Limited
216 pages - 152 x 229mm
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.
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
Sjoerd Gehrels is Emeritus UAS Professor at Stenden Hotel Management School, The Netherlands. With both academic and professional experience in the hospitality sector, he has been acknowledged as a Certified Hospitality Educator by the American Hotel & Lodging Association’s Educational Institute for 20 consecutive years. His research focuses primarily on hospitality management education, innovation and employment branding within the tourism and hospitality industry.

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