employer branding sheraton brand sheraton. welcome ina masleva professional experience: 20 years...
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Employer Branding
SHERATON BRAND
SHERATON
Welcome
Ina Masleva Professional Experience:20 years with Starwood Hotels & Resorts InternationalLanguages: Bulgarian, English, Russian Expertise: HR Professional, Training and Talent Management & Development
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WelcomeInternational experience in Starwood Hotels & Resorts one of the world’s leading hotel companies with more than 860 hotels in 80 countries.
1999 – 2000 Tashkent Sheraton Hotel – Director HR 2003 – 2006 Kuwait Sheraton Hotel and Four Points by Sheraton – Director of Training 2005 – Awarded 1st prize in terms of training results together with Westin Rome on the Top Ten within EAME
Division in Starwood Hotels & Resorts
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What Creates Employer Brand?
The objective of this presentation is to look at the most important elements that
make the company an “Employer of Choice” by creating the Employer’s Brand for the associates who are the
company’s internal clients and its most valuable asset.
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What is a Brand?
A brand is a consistent product and/ or service that enables one to achieve
premium pricing and loyalty
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What creates Employer Brand?
Employer Branding Goals:• Consistency• Premium pricing – Value of the employees/ associates• Building long-term relationship and Loyalty
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Employer Branding
What makes us aiming to be “The Employer of Choice”
Talent Shortage – Fierce War for Talent Achieve Employee Engagement Talent Management – Learning & development Raising Employees’ expectations & confidence
“Your workforce is changing – Are you?”SHERATON
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Employer Branding
Customer Brand vs Employer BrandCustomer Market – External BrandTalent Market – Internal BrandHow to make this internal brand alive?
Recruiting Tool – attraction, acquisition and hire Retention Tool – building trust & delivering the promise Culture Tool – Inclusivity/ Cultural diversity Employee Performance Tool – PMP
It is the Employees/ Associates who walk the talk!
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Employer Branding
Building Employee Value Proposition:
Understand the focus Define each type of benefits (Functional, Economic, Psychological Benefits) Customer Focused (The Employee – Customer Mirror)
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Starwood Employee Value Statement
“One Voice – One Vision” “We succeed only when we meet and exceed the
expectations of our customers, owners and shareholders. We have passion for excellence
and will deliver the highest standards of integrity and fairness. We celebrate the diversity of
people, ideas and cultures. We honor the dignity and value of individuals working as a team.
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Starwood Employee Value Statement
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“One Voice – One Vision”We improve the communities in which we
work. We encourage innovation, accept accountability and embrace change. We seek knowledge and growth through learning. We
share a sense of urgency, nimbleness and endeavour to have fun too”
Starwood Employee Value Statement
1. Consistency in meeting & exceeding expectations2. Delivering excellence and highest standards3. Celebrate cultural diversity - Inclusivity4. Seek for knowledge & growth through learning and development
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Starwood Value Statement
The Employee Value Statement helps Creating the Employer’s Brand Delivering the promise and builds Employee engagement Harmоnizing with business strategy.
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Starwood Value StatementThe Employee Value Statement helps:
Building credibility Вuilding allignment Energizing
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Building Employee Value Proposition
Employee Value Customer Value Shareholder Value Community Value
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Service – Profit Chain
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Employee Customer Revenue
Satisfaction Satisfaction Growth
Employee Satisfaction “Star Voice”:
Measures Employee Satisfaction Improves Employee’s Morale Raises Accountability Helps solving problems Defines problem areas and needs for training
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Assessing Employee Performance
“PMP” – Performance Management Programme
The companies, that use Employee Performance assessment programs, are more profitable than those who don’t .
The HR Scorecard: Linking People, Strategy
and Performance. The Harvard Business School Press
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Employers, who assess new employees before hire, invest in a more loyal, more productive and more accountable for the organization personnel.
HumanCapitalMag.com, May/June 2006
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Assessing New Employees
Where would you like to work ?
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Why Vita Futura ?
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What is Vita Futura ?Starwood’s Graduate Management Program designed by two Starwood management trainees, with an ambition to create a program that no other company could match.
They believed that the best learning and the best training can only be achieved through a creative participation of the graduates themselves.
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Welcome to Vita FuturaDear Future Hoteliers,
It gives me great pleasure to present you VITA FUTURA, our Graduate Management Program, which is offered thoughout Starwood’s EAME Division, with some placements available in the US.Our VITA FUTURA graduates tell us that joining the program was the best choice they made mainly as it offers flexibility to tailor the content Specifically to meet their changing needs.
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Welcome to Vita Futura
We believe that all of our associates are unique.VITA FUTURA values each person by building on their existing skills and experience, and by opening the door to an exciting and challenging international career.
I truly believe that this program is the best in the marketplace. I know it has and will continue to deliver real “stars” to our organization. If you think you have what it takes to succeed, then VITA FUTURA is the program for you.
Roeland VosPresident EAME
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The Aim of Vita Futura
• Launched in the UK and Ireland in 1995. It offers opportunities throughout various continents, mainly in Europe, Africa and the Middle East.
• VITA FUTURA aims to attract, develop and retain talented individuals with the ability to become great Starwood Leaders for tomorrow.
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How does Vita Futura Work
The Organization provide the options. VITA FUTURA trainees make the choices.
VITA FUTURA trainee simply chooses the options that are right for him/ her , usually with the advice of the Program Mentor and HR Department. Then, as the trainee develops, the program can be tailored to meet trainee’s needs.
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Vita Futura Framework
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Vita Futura Framework
1st Stage: 8 months• 6 months in Operational Departments: i.e. FO, Concierge, Housekeeping, Reservations, Kitchen/ Stewarding, In-room Dining, Bar, Restaurants, Banqueting
• 2 months in any other Administrative Departments:i.e. Events, F&B Control, S&M, HR, Finance, 6Sigma, Revenue Management
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Vita Futura Framework
2nd Stage: 6 months in two chosen by VITA FUTURA Trainee Departments – 3 months per Department
3rd Stage: 6 - 8 months in a chosen Department to specialize
Full Length of the Program : 18 – 22 months
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Benefits of Vita Futura
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What are the benefits of being a Vita Futura ?
Internal NetworkingSpecialized VITA FUTURA Training:• Teambuilding• Interpersonal skills training• Presentation Skills Training• Sales & Marketing Training• Finance Training / Revenue Management“Be Our Guest” room discount rateCompetitive SalaryExcellent Career Fast TrackOpportunity to work in a different country
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Recruitment for Vita Futura
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•Applications are screened for suitable candidates
• Suitable candidates are invited for behavioral interview and testing
• Successful candidates will then be put forward to attend an assessment centre in April/ May
Application Process Vita Futura
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• Applications are sought from candidates BD graduates who are fluent in English
• Required 1 year experience within the industry through study or employment
• Recruitment generally begins in October for entry the following September.
What happens after Vita Futura
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Vita Futura Successes
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Bulgarian Vita Futura Trainee
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Factfile: Aleksandar Prashkov
Birthday: 6th December 1985
Home country: Bulgaria
Current location: Sheraton Grand Hotel & Spa Edinburgh, UK
Education: BD in Hospitality Management Hotelschool The Hague, NL
Bulgarian Vita Futura Trainee
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Motto: Plan for the best & prepare for the worst
Hobby: High-tech gadgets, swimming, travelling
What brought me to VF: Hard work, some luck & stubbornness and persistence
Highlights VF: Really just being able to switch Dept.,
meet most of the people working in the Hotel
Fun Key Learing: Pay attention to details & don’t lose the big picture (learned when set up wrong conference room for an event) Aspiration: To be a Dept. Manager
Vita Futura Class 2008
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Interested other positions at Starwood
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• Four Points by Sheraton Hotels
• Sheraton Hotels & Resorts
• Aloft by W Hotels
• W Hotels
• Le Meridien
• The Luxury Collection
• Westin
• St Regis Hotels & Resorts
Interested in other positions at Starwood ?
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CONTACT DETAILS:
web: starwoodvitafutura.com
Email: [email protected]
Thank you!
More about Ina Masleva: I’M Consulting
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CONTACT DETAILS:
Tel. +359 2 828 18 17
Mobile: 0888 810 318
Email: [email protected]
Thank you!