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The importance of employer branding to find and retain talent in the hospitality industry
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Resumo(s)
The hospitality industry is increasingly being challenged in retaining talent. As a result,
organizations experience high turnover rates. Through Human Resources Management (HRM)
approaches, hospitality organizations may increase retention rates, by adopting soft HRM
practices. Hence, the current study aims to evaluate how soft HRM affects job satisfaction and
employee retention within the hospitality industry, by conducting a deeper analysis of the
application of HRM practices. Included is the use of employer branding. To support the current
study, qualitative and quantitative research was conducted on employees of the Hilton Diagonal
Mar hotel in Barcelona, Spain. The results revealed that job satisfaction is not entirely fostered
by increasing salary, however more closely related to the quality of the work environment, a
strong sense of empowerment and leadership, continuous training, work-life balance, reputation
and recognition of the hotel's brand image, and employees' individual characteristics. Based on
the study's findings, the co-authors suggest a conceptual model to address the challenge of
retaining talented people.
Descrição
Palavras-chave
Employee retention Job satisfaction Hospitality industry Employer branding Employer value proposition