Tsakiridou, Christina-Maria

2022-02-01T08:28:00Z

2022-02-01

Default License

Employer branding

high performing employees

masterThesis

en

http://creativecommons.org/licenses/by-nc/4.0

2022-01-31

One of the biggest challenges employers in the hospitality and tourism industry in Greece face is acquiring and retaining talented employees who are considered to be the driving force of any company. The demand on the market is very high and at the same time the pool of talents is limited. Employer branding plays a key role in attracting high performing employees and gives employers an advantage to the so-called “world for talent”. It could be used as a strategic tool along with talent management to improve the company’s overall image as well as the HR practices and contribute to the company's success. However, there is not a clear picture of what talented employees look for in a potential employer and what their priorities are when seeking for a job. The present study aims to investigate which factors render a hospitality employer attractive in the minds of talented employees and whether socio-demographic characteristics have an influence on those factors. In this context a survey was conducted in which 333 hospitality talented employees participated that have been assessed as “talented” through a series of questions. For the data collection, an online structured questionnaire was used. Based on the results of the statistical analysis, development, economic and social values are the factors talented people mostly focus on when making a job choice. However, no statistical differences were found among sociodemographic characteristics and the factors of attractiveness, except for educational background. Therefore, hospitality employers need to improve the above factors and enhance their brand image and employer value proposition so as to attract high performers and be perceived as a “desirable place to work” in the minds of potential talented candidates. The managerial implications are thoroughly presented so that they ameliorate the employer branding strategies and ensure a sustainable competitive advantage.

Theriou, Georgios

Giannikis, Stefanos

ihu

Greece