As the hospitality industry picks up post-pandemic, hiring top-notch hospitality staff is key to ensuring a seamless travel experience for your guests. Finding good team members, however, is an ongoing challenge - according to a recent statement from the World Travel and Tourism Council, 1.2 million travel and leisure jobs in the EU remain unstaffed. Hospitality brands are increasingly recognising the importance of a solid employee value proposition in recruiting and retaining truly motivated employees. In this piece, we delve deeper into what EVP means, why it matters for hospitality hiring, and how leading hospitality brands have built winning EVPs to attract the best teams.

What Is an Employee Value Proposition (EVP)?

Employee value proposition (EVP) refers to the unique set of benefits that an employee receives in return for the skills and efforts they bring to the workplace. It includes a combination of tangible benefits, like parental leave or free mental health programmes, and intangible benefits, like a pleasant work environment, networking opportunities and inspiring leadership. 

The Importance of EVP in the Hospitality Sector

Like in any other industry, hospitality recruitment involves finding and retaining quality individuals. And that calls for an offer that is sufficiently attractive to the employee bringing their skills and experience to the table. Merely being paid well is not enough - according to a Benify study of the future of work in Europe, only 20% to 42% of employees (across countries) listed financial benefits as their ‘most wanted’ benefits. And the widespread labour shortage in the hotel sector means that there’s no dearth of opportunities for anyone who feels like their current job isn’t rewarding them enough for their effort.

As a hospitality manager, therefore, you must ask yourself - why should an employee work for your brand, and not another? What do they get in return for the hours they put in every day?

And that’s what the EVP delivers. 

A strong employee value proposition goes far beyond compensation and benefits. It creates a unique culture that employees feel at home in and are driven to show up for. A compelling EVP will attract top performers, reduce employee turnover, foster an inclusive workspace and create a positive employee experience. When your employees are happy and motivated, they will put in their best, which directly translates into improved profits for your brand. 

 

How 4 Hospitality Brands Are Using Their EVP to Attract Talent

If you need some inspiration for designing your employee value proposition, have a look at how 4 top brands have optimised theirs: 

1. Barcelo Group

This leading Spanish hotel chain emphasises continuous improvement for each employee through goals that they set for themselves. Each recruit follows an Individual Development Plan that is tailored to help them navigate the challenges and opportunities along their growth path. The brand’s training school, B Campus, helps employees develop key competencies in the three core areas of people, customers and business. There are also special leadership training programmes for those looking to become Barcelo Managers. 

 

2. Ritz-Carlton

This iconic luxury hotel chain brands its staff as ‘ladies and gentlemen serving ladies and gentlemen’. This simple yet powerful phrase captures the impeccable standards to which it holds its team, as well as the respect it accords to each employee. The company upholds a culture of creativity, where like-minded hospitality professionals work together to deliver the world-class experience that guests expect. In addition, the perks are manifold, including complimentary meals, stock purchase plans, and career development programmes. 

 

3. Radisson Hotel Group

At the heart of the Radisson Group’s values is ethical business culture, which shines through in their efforts to boost employability among vulnerable groups. They frequently work with non-profit organisations and schools to train at-risk youth, many of whom go on to join Radisson or pursue further education. 

 

4. InterContinental

The IHG Group believes in providing True Hospitality for Good, which is why they champion and work towards a diverse culture across their global offices. Their DE&I framework encompasses three pillars - increasing the diversity of their leadership talent, strengthening a culture of inclusion, and putting the right decision making around their actions. They also have a goal of doubling under-represented groups and driving gender balance across their leadership by 2030.

 

Best Practices for Building a Compelling Employee Value Proposition

The right EVP can make all the difference when it comes to hospitality recruitment. Here’s how you can craft an EVP that works for you:

  • Think about what you stand for - The travel and leisure industry is a highly competitive one. What makes your hotel stand out? What is the mission you are pursuing and what are the values you uphold? Your EVP should embody that mission and those values in a realistic yet aspirational way. 
  • Take input from your team - What your current employees feel about the company brand and culture is a valuable source of information. Conduct surveys (open or anonymised) to find out what they like best about the culture, which benefits they appreciate the most, why they chose to join the company and so on.
  • Think beyond money - Compensation is undoubtedly a big draw for new candidates. However, employees today expect more than just a paycheque. Whether it’s a personalised growth path, wellness schemes, benefits, or a DE&I plan, think about how you can make your employee’s life better. 
  • Showcase employee testimonials - Don’t just make promises. Showcase employees who’ve attained success at your hotel or restaurant and let them share in their own words - through case studies or video testimonials - how they got there. 
  • Put your EVP out there - Once you’ve crafted an effective EVP, create suitable content to promote it on multiple channels, such as your website, socials, newsletter and hospitality journals. Any branding and communications material you put out should embody that EVP, so that prospective candidates who come across your brand online can instantly know what you stand for. 

In short, your employee value proposition is key to building a talent pool that can take your brand to the next level. By understanding what your employees want and giving them something to live up to, you win their loyalty as well as their respect. →

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