Abstract
The hospitality industry is often characterized as a low-wage, low-skill, antisocial working time, and it contributes to the poor reputation of the employer. This leads to the global difficulties of recruitment in this industry and aim of this chapter is to expose how the use of the employer brand can help hospitality services providers to change this and to ensure a positive guest experience. Also focus on employees in the field of hospitality when making solutions that are useful to the organization is gaining increasing importance in the context that contact persons involved both during, after the provision of this service, and at the time of placing it, can affect the customer’s decision to buy or not to buy a service, to become loyal, and exactly employer brand allows organization to attract and retain the right employees. Thus, this theoretical overview of the impact of the employer’s brand on the provision of these services is relevant and important for hospitality service organizations as an opportunity to discover new ways to manage and address the specific challenges of this industry. The chapter reveals the concept of the employer brand, hospitality and hospitality services and the interconnections.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Akroush, M. N., Abu-ElSamen, A. A., Samawi, G. A., & Odetallah, A. L. (2013). Internal marketing and service quality in restaurants. Marketing Intelligence & Planning, 31(4), 304–336.
Aldousari, A. A., Robertson, A., Yajid, M. S. A., & Ahmed, Z. U. (2017). Impact of employer branding on organization’s performance. Journal of Transnational Management, 22(3), 153–170.
Ambler, T., & Barrow, S. (1996). The employer brand. Journal of Brand Management, 4(3), 185–206.
Backaus, K., & Tikoo, S. (2004). Conceptualizing and researching employer branding. Career Development International, 9(5), 501–517.
Baker, M. A., & Magnini, V. P. (2016). The evolution of services marketing, hospitality marketing and building the constituency model for hospitality marketing. International Journal of Contemporary Hospitality Management, 28(8), 1510–1515.
Barrow, S., & Mosley, R. (2006). The employer brand: Bringing the best of brand management to people at work. Chichester: Wiley.
Barrow, C. W., Powers, T., & Reynolds, D. R. (2012). Introduction to management in the hospitality industry (10th ed.). New Jersey: Wiley.
Berthon, P., Ewing, M., & Hah, L. L. (2005). Captivating company: Dimensions of attractiveness in employer branding. International Journal of Advertising, 24(2), 151–172.
Cascio, W. F. (2014). Leveraging employer branding, performance management and human resource development to enhance employee retention. Human Resource Development International, 17(2), 121–128.
Chang, H., & Ma, C. (2015). Managing the service brand value of the hotel industry in an emerging market. International Journal of Hospitality Management, 47, 1–13.
Davies, G. (2008). Employer branding and its influence on managers. European Journal of Marketing, 42(5–6), 667–681.
De Chernatony, L., Drury, S., & Segal-Horn, S. (2003). Building the services brand: Stages, people and orientations. The Service Industries Journal, 23(3), 1–21.
Erkmen, E., & Hancer, M. (2015). Do your internal branding efforts measure up? Consumers’ response to brand supporting behaviors of hospitality employees. International Journal of Contemporary Hospitality Management, 27(5), 878–895.
Ewing, M. T., Pitt, L. F., de Bussy, N. M., & Berthon, P. (2002). Employment branding in the knowledge economy. International Journal of Advertising, 21(1), 3–22.
Gehrels, S. A., & de Looij, J. (2011). Employer branding: A new approach for the hospitality industry. Research in Hospitality Management, 1(1), 43–52.
Grunewalder, A. (2008). Employer branding. Marketing the company as an attractive employer. Seminar paper. Norderstedt: Druck und Bindung: Books on demand Gmbh.
Kandampully, J., Keating, B. W., Kim, B. P., Mattila, A. S., & Solnet, D. (2014). Service research in the hospitality literature insights from a systematic review. Cornell Hospitality Quarterly, 55(3), 287–299.
Kimpakom, N., & Tocquer, G. (2009). Employees’ commitment to brands in the service sector: Luxury Hotel Chains in Thailand. Journal of Brand Management, 16(89), 532–544.
Knox, S., & Freeman, C. (2006). Measuring and managing employer brand image in the service industry. Journal of Marketing Management, 22(7–8), 695–716.
Lashley, C. (2008). Marketing hospitality and tourism experiences. In H. Oh & A. Pizam (Eds.), Handbook of hospitality marketing management (pp. 3–31). Oxford: Butterworth-Heinemann.
Lloyd, S. (2002). Branding from the inside out. BRW, 24(10), 64–66.
Malati, N., & Seghal, K. (2013). Employer branding: A potent organizational tool for enhancing competitive advantage. The IUPJournal of Brand Management, 10(1), 51–66.
Martin, G., Gollan, P. J., & Grigg, K. (2011). Is there a bigger and better future for employer branding? Facing up to innovation, corporate reputations and wicked problems in SHRM. The International Journal of Human Resource Management, 22(17), 3618–3637.
Maxwell, R., & Knox, S. (2009). Motivating employees to “live the brand”: A comparative case study of employer brand attractiveness within the firm. Journal of Marketing Management, 25(9–10), 893–907.
McDonald, M. H. B., de Chernatony, L., & Harris, F. (2001). Corporate marketing and service brands – Moving beyond the fast-moving consumer goods model. European Journal of Marketing, 35(3–4), 335–352.
McLeod, Ch., & Waldman, J. (2011). The HR Trailblazer: Unlock the potential of your employer brand. Kindle ed. eBookIt.com
Minchington, B. (2006). Your employer brand – Attract, engage, retain. Torrensville: Collective Learning Australia.
Mok, C., Sparks, B., & Kadampully, J. (2001). Service quality management in hospitality, tourism, and leisure (1st ed.). London: Haworth Hospitality Press.
Moroko, L., & Uncles, M. D. (2008). Characteristics of successful employer brands. Journal of Brand Management, 16(3), 160–175.
Moroko, L., & Uncles, M. D. (2016). Strategic employer brands: Current domain, future directions. In F. D. Riley, J. Singh, & C. Blankson (Eds.), The Routledge companion to contemporary brand management (1st ed., pp. 309–323). Roxon: Routledge.
Mosley, R. (2014). Employer brand management (1st ed.). West Sussex: Wiley.
Oxford Dictionary. (2016). Oxford University Press [online]. Accessed September 22, 2017, from http://www.oxfordlearnersdictionaries.com/definition/english/hospitality
Pezzotti, G. (2011). The essence of hospitality and service. In M. C. Sturman & J. B. Corgel (Eds.), The Cornell school of hotel administration on hospitality: Cutting edge thinking and practice (1st ed., pp. 5–20). New Jersey: Wiley.
Rampl, L. V. (2014). How to become an employer of choice: Transforming employer brand associations into employer first-choice brands. Journal of Marketing Management, 30(13–14), 1486–1504.
Rosethorn, H. (2009). The employer brand: Keeping faith with the deal (1st ed.). Surrey: Gower Publishing.
Schlager, T., Bodder, M., Maas, P., & Cachelin, J. L. (2011). The influence of the employer brand on employee attitudes relevant for service branding: An empirical investigation. Journal of Services Marketing, 25(7), 497–508.
Sengupta, A., Bamel, U., & Singh, P. (2015). Value proposition framework: Implications for employer branding. Decision, 42(3), 307–323.
Shiwaji, W., & Shivashankar, S. (2013). Employer branding: A strategic tool to attract and retain talents in a competitive environment. Indian Streams Research Journal, 2(12), 1–4.
Singh, M. K., & Sharma, S. (2013). Employer branding in India: Emerging dimension. International Journal of Research in Commerce and Management, 4(2), 70–75.
Sobaih, A. E. E. (2011). The management of part-time employees in the Restaurant Industry: A case study of the UK restaurant sector. Saarbrucken: Lap Lambert Academic Publishing GmbH & KG.
Sobaih, A. E. E. (2015). Hospitality employment issues in developing countries: The case of Egypt. Journal of Human Resources in Hospitality & Tourism, 14(3), 221–243.
Srivastava, P., & Bhatnagar, J. (2010). Employer brand for talent acquisition: An exploration towards its measurement. Vision: The Journal of Business Perspective, 14(1–2), 25–34.
The UK’s Chartered Institute of Personnel and Development (CIPD). (2008). Employer branding. A no-nonsense approach [online]. Accessed October 22, 2017, from http://www2.cipd.co.uk/NR/rdonlyres/D0AC3CB0-BC5F-44F5-886D-4C00276F2208/0/empbrandguid.pdf
Tuzuner, V. L., & Yuksel, C. A. (2009). Segmenting potential employees according to firm’s employer branding concept. Journal of Academic Research in Economics, 1(1), 46–61.
Walker, J. R., & Miller, J. E. (2009). Supervision in the hospitality industry. Leading human resources (6th ed.). New Jersey: Wiley.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2020 Springer Nature Switzerland AG
About this paper
Cite this paper
Sciukauske, I. (2020). Employer Brand and Hospitality Services: Theoretical Overview. In: Bilgin, M., Danis, H., Demir, E., Aysan, A. (eds) Eurasian Business Perspectives. Eurasian Studies in Business and Economics, vol 13/2. Springer, Cham. https://doi.org/10.1007/978-3-030-40160-3_1
Download citation
DOI: https://doi.org/10.1007/978-3-030-40160-3_1
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-40159-7
Online ISBN: 978-3-030-40160-3
eBook Packages: Business and ManagementBusiness and Management (R0)