creative recruiting

8/17/2019 Creative Recruiting

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H MM November 1, 200 4

HotelMotel com

r e a t i v e r e c r u i t i n g h e l p s h o t e l s a t t r a c t t h e b e s t e m p l o y e e s

I

n to da/ s competitive hotel

and resort industry, the d e

livery of consistent quality

service

is

imperative to success.

A s w e a l l know, service starts with

employees. They represent the

human side of the brand; they

are

t h e

i ce and personality of a

hotel. It is often these employees

who create the most compelling

points o f differentiation between

one hotel and another.

Efforts to recruit employees

have evolved to meet the grow-

ing demands of the industry

and expectations of guests.

Many hotel companies have

begun treating employee re-

cruitment with the same level of

importance they would a con-

sumer branding campaign, por-

traying emotion-based messages

to potential employees the way

an image marketing campaign

might be used to generate inter-

est among potential guests.

Instead of the traditional re-

cruitment effort (the standard

black and white, all-text ad in

Sunday s classified section), ho -

tels and resorts are using colorful

fiill-p age ads in lifestyle maga-

zines, winy dialogue in radio ad-

vertising and dramatic visu ls on

outdoo r billboards to attract the

"best of the best."

This is no doubt a l rge in-

vestment. But when a company

is looking to find the highest

quality people to bring their

F r o m

W e e k W

Value Place

in on the

ground floor

Jack DeBoer founder of Residence Inn,

Summerfield Suites and Candlewood Suites

is franchising his newest concept,

Value Place

roperties upen

Now Franchising Nationally

Call 316-630-5505

brand to life and deliver its

promise on a daily basis, the

vestment is nothing short of

critical.

Historically, hotel proper

haven't put a significant am o

of emphasis on this type of

cruitment campaign assumin

that p otential employees wo

be motivated by classified ad

and othe r straightforward ta

tics. But, if your hotel/resor

needs to fill housands of job

and is looking for "the best"

those positions in a competit

market, you'll need to reach

to a large ntxmber of applica

and convince potential empl

ees that the bra nd

is

comme

rate with their aspirations.

Plenty of challenges prese

themselves when trying

t o

m

vate a highly skilled and desir

able prospect to leave a st bl

for your company. How do y

attr aa qualified employees to

leave their existing positions

an established property, who

have tenure and retirement p

vested, to co me t o yotL-" Ho w

you attraa coUe^ students t

Stan

as

part-time employees

begin their careers at your est

lishment? W hat type of mess

will convince these potential

plicants to join a n ew ven ttir

with no established credibilit

the community?

The answer to these ques

tions is to treat prospective e

ployee as you would a poten

guest. In essence, the potenti

employee becomes your cus

tomer. The initial messages y

deliver should come fi-om an

emotional place, not just a t

cal one. Your commu nicatio

program should creatively ad

cate what your hotel/resort

brand stands for and provide

sense for how your com pany

represents a better opportun

a better work environment o

overall etihancement of life f

the prospeaive employee.

An example of a megares

that faced many of these issu

the Borgata Hotel Casino an

Spa in Atlantic City. In a sen

Borgata redefined the ma rke

the first new hotel/resort to

open in Atlantic City in 13

... a destination where man

the existing properties were

strtiggling.

About

5 000

employees w

needed before the op ening o

this

2 002-room

casino resor

July 2003. In order to bring

Borgata brand to life, they

sought the "best of class" acr

a l l j o b types. An aggressive lo


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H MM November 1, 200 4

HotelMotel com

o n d o m i n i u m h o t e l s

ContinuedJrom page 18

the developer would have to reg-

ister the offering w ith the Securi-

ties and Exchange Commission

and state securities law adminis-

trators. The sale of a cond o hotel

unit coupled with certain other

arrangements will cause the offer

of the cond o hotel unit to be

considered the offering of a secu-

rity. For instance, the SEC

s

view

is that selling cond o hotel units

com bined w ith a rental arrange-

ment or similar service consti-

tutes th e offering of a security

becatise of the com mon ality of

the project, the divestiture of

control over the condo hotel

unit and reliance upon the rental

prc^ram operator to generate

profits.

Likewise, any sales prog ram

suggesting potential econo mic

benefits that the purchaser

migjit derive from ownership of

the con do hotel unit or its occu-

pancy by hotel guests would

oblige the developer to register

securities with the S EC and state

administrators. So, too, any

arrangemen t that provides for an

exclusive rental ^e n t or o ther-

wise matetially restricts the p ur-

chaser in the occup ancy or rental

of his tmit m ay require registra-

tion with the SEC.

As a result, it is especially im -

por tant tha t the condo hote l de-

veloper educate its sales and

marke t ing personne l about

what they can and cannot say to

prospective purchasers. The sale

cannot be made wi th any em-

phasis on eco nom ic benefits to

be derived from th e purchase.

There can be no participation in

rental pools. Th e p urchasers

cannot be materially restricted

in occupying their units. Any

rental arrangements must be ter-

minable by the purchasers on

reasonable notice (subjea to the

rights of persons wh o have

booked the tmit for a futtire

Bathroom lights left on for

security wastes energy for ,

hotels, i

Teaming a motion sensor with a

nightiight, the Watt Stopper's WN

Wall Switch turns lights tum off

when the room is vacant for savings

and turns the nightiight on when

lights are off-

Guests tum lights on as needed.

Lights tutn off automatically

after bathroom is vacated.

The bright LED nightlight

ensures guests feel safe and

secure, with ample illumination

for nighttime use.

Energy savings

Reduced maintenance

Comfort and Convenience

G e t m o r e h o t e l in f o r m a t io n a t

w w w w a t ts t o p p e r c o m / p r o d u c t s /H o t e l h tm l

To request your free copy of the Lighting controls for Hotels

Guide, please call The Watt Stopper at 800.879.8585.

t h e

att

S t o p p e r

P u t t i n g a S t o p t o E n e r g y

8 0 0 8 7 9 8 5 8 5 • w w w w a t i s t a p p e r c o m

Stay).

Finally, any written de

scriptions of rental program s

may only be given to prospe

tive purchasers who specifica

request such materials, and s

materials should not include

projections or emphasize eco

nomic benefits.

hmm @advanstar

DavidM. Neff

is

a partner an

co-chair of the Lodging and

Timeshare Practice Group at

Piper Rudnick LLE He can b

reached at david.

nef@piperr

nick.com.

R e c r u i t m e n t

Continued from page 20

and regional advertising cam

p a i ^ w ^ is launched through

magizines, newspapers, radio

and billboards, encouraging a

plicants to apply online. Supp

menting the advertising cam

paign was a program called

"Laptops and Lemon ade ." A

mobile unit took teams of

staffers to th e streets of Adant

City with laptops, bringing a

plications direcdy to the publ

As Borgata was introducin

new level of quality, amen itie

and service in the Adan tic Ci

market, the advertising tone

message for the employee re-

cruitment campaign needed

communica te the same—tha

this wasn't going to be you r t

cal hotel casino. Th e campaig

was the result of solid researc

comb ined with strategy deve

oped by Borgata 's hum an re-

sources and m arketing depar

me nts as well as outside agenc

Th e result was nearly 30,

qualif ied job candidates appl

ing online and a selection of

ployees that has been describ

as delivering the highest leve

service in the marketplace an

industry.

Success in the hospitality

dust ry s tar t s wi th a t t r aa ing

best employees and team me

bers. By being innovative a n

creative in attraaing those h

to-find individu als, you can

fill your hotel's brand promis

on a much more consis tent

basis. Th e day s of relying sol

on Sunday classifieds or indu

try trade journals are long go

Prospective employees expec

(and deserve) more .

hmm @advarutar

John Schadkr

is

mana^ng

pa

ner ofSchadler Kramer Croup

marketing agency in Las Veg

that specializes in leisure and

lifestyle brands. The company


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