Studies On The Dimensions Of Hotel Employer Brand And The Impacts On Hotel Jobseekers

The theory of employer brand is based on the brand theory that comes from the marketing literature. In the past, many hotels had paid a lot of attention to the development of effective marketing strategies for acquiring and retaining customers. However, along with the development of this industry more and more problems began to come out, such as labor shortage, high staff turnover rate, poor staff quality, and so on. Companies began to realize that making themselves stand out of the labor market is an effective approach to reduce the costs of employee retention and developing superior customer service. In the next few years, with the support of government policy hotel industry is facing a golden age of fast development. In order to win in the future competition, hotels must take some strategies to attract potential employee and retain existing staff.As for the academic research, there are relatively less researches in employer brand of hotel industry, and most of them are about theory and qualitative discussion. The dimensions of hotel employer brand were discussed in this paper. Based on the investigation of the jobseekers in hotel industry, we analysis the dimensions of hotel employer brand, and how those factors impact on the employer brand image and jobseekers intention to apply for a job by quantitative methods. Finally the structure of hotel employer brand model was constructed through regression analysis. In this research the following analysis methods were used:descriptively and statistically analysis, reliability analysis, exploratory factor analysis to extract principle factors, sample t-test and variance analysis of single factor to test the differences between or among different population characteristics.In this paper,30explicit items of hotel employer brand was dealt with by exploratory factor analysis, indicating that there were4dimensions of instrumental attributes with23items. The4dimensionalities are the style of management, the experience of employment, the strength of hotel and the opportunity of development. Both the image of hotel employer brand and the intentions of jobseekers are in a relationship of significant positive correlation with the4dimensionalities. The evaluation of hotel employer brand from higher educated jobseekers is lower, and there is no significant mediating effect between independent variables and dependent variables of the image of hotel employer brand.At last, according to the result of this research, several suggestions about the construction and management of hotel employer brand were given, also the shortcoming and the further step were pointed out.