HOTEL BUSINESS REVIEW

March FOCUS: Hotel Human Resources

 
March, 2015

Hotel Human Resources: Recruiting and Retaining the Best Employees

Due to the ever-increasing demands for improvements in guest experience, intense pressures are brought to bear on hotel workforces, as well as on the Human Resource professionals who are responsible for recruiting, training and retaining them. Meeting and exceeding guest expectations requires a substantial investment in recruiting and development, so that top talent can be hired, and career paths can be established to ensure the continuation of five-star service performances. So important is staff development that most HR professionals believe that retaining and rewarding their best employees, and cultivating the next generation of corporate leaders represent their greatest challenges. And they are expected to accomplish these feats at a time when competition for in-demand skilled talent has never been greater, and when HR budgets are still constrained due to the slow-growth recovery following the Great Recession of 2007-2009. HR strategies continue to evolve as social media has become an accepted means for recruiting purposes, and there is also a greater emphasis on metrics so that investments in HR practices and policies can be measured and justified. In addition, issues surrounding demographic changes in the workforce are being addressed. A large percentage of existing workers are ageing out of the industry, just as the Millennial generation is entering it, and there is also greater diversity in the workforce which affects many aspects of HR operations. The March Hotel Business Review will examine some of the challenges facing HR professionals, and will report on some of the best practices they are employing to achieve their goals.

This month's feature articles...

Barry J.  Vogt

Workplace safety plays an important role in retaining productive employees, especially in the hospitality industry where turn-over is high compared to other private sector industries. Safe work environments affect employee health, staff morale and workers' compensation insurance costs. The following guest column by Barry Vogt, senior vice president and chief claims officer at EMPLOYERS, America's small business insurance specialist®, provides guidance on what hotels should do in the event of an on-the-job injury or illness to ensure their employees receive appropriate care and return to work in a timely manner. READ MORE

Michael Sturman, Ph.D.

Despite industry efforts to the contrary, women still earn less money than men for the same jobs. Data analysis does not support the economic arguments for this disparity, and several studies have pointed directly to discriminatory policies. Regardless of the reason, the industry loses a valuable resource, as talented women look elsewhere for employment or leave to form their own businesses. To stanch this loss of talent, several firms have taken steps to promote women in their ranks. This article outlines the gender pay gap and suggests ways to improve the status of women--thereby retaining a large set of dedicated and talented workers. READ MORE

Larry  Mogelonsky

Service in today's hospitality properties is more far casual than it was during the era of 'Old World' hotels. Even though this may be more appropriate for the times and a big cost saver, we are losing sight of the glamour which with we have, in times past, attracted some of the brightest and most eager minds to our industry overtop of others with potentially more lucrative monetary compensations. All is not lost, however, as the hotel industry has many exceptional benefits for new entrants to the workforce, but only if we properly promote these incentives. READ MORE

Suzanne McIntosh

We came to our hospitality careers by a number of different paths. Some of us fell in love early, decided to go to a hospitality school and plotted a career up through a specific discipline. Others found ourselves in a service role that grew into a lifelong career that took us all over the world. Everyone has their story, but we all agree that the diversity of cultures, disciplines and scenery that make up our everyday work lives in hotels is one of the most exciting aspects of our daily work lives. READ MORE

Adam Cobb

One of the biggest myths surrounding leadership is that it's inherent: People are born with it or they're not. But, it's not that simple. People aren't necessarily born with great leadership skills. Rather, leaders need to be shaped and molded, and organizations need to be proactive and have a commitment to develop great leaders. In the hospitality sector, where customer service can make or break a business, effective leadership is an absolute must — at every level of the organization. Especially when it comes to managing today's multi-generational workforce. READ MORE

Frank Speranza

The landscape of the Hospitality business has changed drastically in especially the past 15 years. We have shifted from “gracious hospitality” as a means to increase profitability to “analytics and metrics.” It is simply not the same business that it was back in “the good old days.” Some of the change was needed to raise the bar of our industry to a level of sophistication that it lacked, but some of it has just gone too far, forgetting what the hallmarks of Hospitality are all about. READ MORE

Renie  Cavallari

Nelson Mandela said it best…”it always seems impossible until it's done.” Mr. Mandela was a man who understood that only through aligning people to a higher purpose could the greatest accomplishment of his generation be achieved for South Africa. He was the kind of leader who understood that within each of us is a common need. As he said: ”for to be free is not merely to cast off one's chains, but to live in a way that respects and enhances the freedom of others.” This was a truly inspiring, compelling and engaging vision for his people. READ MORE

Miranda  Kitterlin-Lynch, Ph.D.

Quite the buzzword in today's literature, 'millennial' is often associated with words such as 'narcissism' and 'entitlement' - generalizations that may or may not be entirely accurate. A simple internet search of 'millennials in the workplace' will display nearly one million results advising you as to best practices in 'dealing with' this new generation of workers. Much of these publications focus heavily on the problems and challenges associated with this new labor pool. It stands to reason, however, that it is futile to spend one's time complaining about the millennial generation, when one should instead focus on how to successfully work with this generation. READ MORE

Peter Stark

Far too many business leaders in the hospitality industry today are failing to invest in one of the most critical aspects of a successful business - their leaders of tomorrow. Most hotel executives recognize the importance of leadership in building the long term success of their business. Yet, many executives fail to develop their managers of today into great leaders that will successfully drive and guide the future of the business tomorrow. With guests raising the bar and demanding more every year, the ongoing success of your properties is ultimately determined by the recruiting, hiring, development, and retention of your future leaders. READ MORE

Bob  Kelleher

Employee engagement is the secret sauce that sets leading companies apart. Employee engagement, profit, growth, client satisfaction, and solid leadership by themselves are not sustainable. These outcomes are from something bigger: purpose. Having purpose is the magic dust for organizations. Employees tend to be happier, healthier and more productive when they feel a sense of purpose in their work. Employee engagement strengthens when employers explain how their employees are contributing to the success of the business. READ MORE

Bill Catlette

It's All About Leadership: A 2013 global C-suite study by the IBM Institute for Business Value suggests that, by a pretty wide margin, the top two concerns of Chief Human Resource Officers are 1) talent development and 2) employee engagement and commitment, outcomes that are influenced more (much more) by the quality of leadership at a person-to-person level, than organizational attraction. The operative precept here is that our employees don't always get to choose the manager they report to, but they choose daily which ones they're going to come back tomorrow and exert real effort for. READ MORE

Eileen McDargh

We both travel much in our work as consultants and keynote speakers. We watch for ideas to help our clients create environments that support, nurture, and retain talent. We seek insights to nurture resilient organizations that grow through engagement challenges. We realize one source of continual insights often comes from our experience as guests in hotels around the world. When asked to write this article, our collective brains hit upon an idea that many of you already have in place: superb training to enhance the guest experience and encourage repeat visits. READ MORE

Bernadette Scott

The intense competition to secure the best talent continues, with organizations engaging evermore creative recruitment strategies to ensure they get the best from international graduate pools. Fueled by new technologies, market globalization and frequent changes to business models, the demand for organizational talent grows. Talent supply, however, is another issue with the World Economic Forum and the Boston Consulting Group (2011) indicating shortage across 25 countries by 2030. A ready-supply of engaged talent is needed to enhance service quality and to achieve this, graduate talent skills sets must become culturally embedded investments across international hospitality industry organizations. READ MORE

Roberta Chinsky Matuson

The U.S. labor market in October reached its longest stretch of job creation since at least World War II. U.S. employers, which added 214,000 jobs to payrolls last month, are on track to post the best yearly gain in employment since 1999. The steady job growth has pushed the nation's unemployment rate down to 5.8%, which is great news for job seekers and not so great news for anyone in search of talent. READ MORE

Cindy Novotny, CHSE

After spending 13 years with the Ritz-Carlton Learning Institute and the last 15 years working with the best hotel companies in the industry, I have learned the best lesson in business today. Inspect what you expect and don't hire the first warm body that comes through the door, even if they 'look' the part and talk a good game. Recruiting great talent takes a lot of time, will try your patience and bust your HR budget on professional recruiters, if you don't have a plan. The best hiring practice is to 'select' NOT 'hire.' READ MORE

Cathy  Fyock

The workforce is aging, and many organizations remain unprepared for the changes necessitated by increasing numbers of retirements. What are the old assumptions about retirement, about productivity of older adults, and about what employers can and should do to effectively manage through these changes? This article outlines how the workplace will likely change, and suggest new assumptions and new strategies for maximizing the benefits of an aging workforce. READ MORE

Janet  Gerhard

"Social Identity." It's a phrase heard increasingly often. Yet many hotel marketers still don't fully understand how the concept can and should fit into their marketing strategies. The brand tracking studies the industry uses seem to rely more heavily on competitive comparisons than on a distinct brand identity or social identity. In fact, do you think most consumers can really tell the different between brands? Learning how to market to their social identities will give you the edge you need to stand out from your competitors and earn their loyalty and affinity. READ MORE

Marco  Albarran

This article describes an opportunity that could take your lodging brand (or establishment) to a higher competitive level of service, by applying the latest trends being used in the industry, to a traditional lodging front desk setting. But first, let's see the current state of the hospitality market. READ MORE

Peter McAlpine

The time will come when Corporate Offices have to accept that the SOP-Customer Satisfaction guest experience concept is obsolete, however much technology they embellish it with. The energetic guest experience will replace it because it fulfills the unspoken emotional needs and wishes of guests. Corporate Offices will inevitably reject or resist such a change, and because of this the hotel industry landscape will change radically in the future. The future belongs to independent hotels and small hotel groups, which ignore the Sirens of Tradition, and which create an energetic guest experience, Heart-Based Hospitality, which has no limits. READ MORE

Anne-Juliette  Maurice

In today's world, online visibility and interaction is essential to drive and retain business. Social media outlets including facebook, Twitter, and Instagram have given the ability to connect with customers in an intimate yet public fashion. Online presence has become a key tool to promote, target and eventually impact the decision making process. For a successful hotel operator, it is critical to actively respond to the feedback, which is tied into these mediums. READ MORE

Tema Frank

What people experience with your hotel in the digital world before they arrive sets the stage for what they will expect when they come stay with you. If there's a gap, it had better be in the direction of delivering a better customer experience, not a disappointing one. There are things you can do that prime the pump, getting guests ready for an experience so good they'll want to tell all their friends. This article discusses how you can leverage the power of email, social media, and a good customer relationship management system to deliver delightful unexpected extras that cost you little but have an outsized impact. READ MORE

Richard Takach, Jr.

Any given hotel property is subject to a broad range of challenges due to changing market conditions. These competitive factors can impact occupancy rates, the room rates a property can command in the market place, the property's overall revenue stream, and, ultimately, profitability. Often times, challenges that can make a property vulnerable are independent of the overall supply of rooms in a given market. Examples include changing demographics and public safety issues, which may make a property less appealing to a portion of its traditional guest base; the move of a major employer or other entity that was a key demand generator; nearby commercial real estate transactions; swings in consumer tastes; sometimes, just a change in area roadways can make it more difficult for potential guests to reach your property. READ MORE

Simon Hudson

This article looks at how hotels in ski resorts are having to offer their guests more than just skiing and snowboarding these days in order to keep them satisfied. In fact, an analysis of market trends suggests that an increasing proportion of those who take winter sport holidays on a regular basis do not ski at all. Also, avid skiers are typically skiing less. As a result, winter resorts, and the hotels operating in them, have realized that they have to offer more activities - both on- and off-snow. The article provides examples of two hotels responding to these trends. READ MORE

Pamela Barnhill

I'm an experiential traveler, looking for different types of places to stay depending on the nature of the trip. I'm not brand-loyal. What matters to me is how the place I choose to stay in fits my needs, so service and distinctiveness matter to me more than familiarity. Community matters to me, too. I like to feel at home wherever I am. I also want to stay in a place that surprises me - pleasantly. I book trips different ways, too. READ MORE

Kelly  McGuire

Big data has become a big buzzword. Like any buzzword, all of the talk about big data has created big confusion in the marketplace, and it can be easier to tune it out than to take it on. The reality is, whether you want to call it big data or not, there are now new opportunities to take advantage of data to drive decision making and ultimately competitive advantage. Identifying these opportunities and understanding what to do about them is the challenge facing hotel managers today, particularly in revenue management. It is time for some plain speaking and practical advice about this complex phenomenon. READ MORE

David Tossell

If you haven't heard of the “Internet of Things” (IOT), remain calm - you are not alone. But, all hotel owners, managers as well as the hospitality industry ecosystem (architects, construction companies, furniture suppliers, technology providers, etc.) should be aware of the revolution in the years ahead being powered by IOT technology. IOT will become as ubiquitous as tablets and smartphones and will impact hotel operations and the guest experience. And with 26 billion connected IOT devices by 2020, you would be wise to become IOT-savvy. READ MORE

Joseph Ricci

If you don't measure it, you don't manage it. If you don't manage it, you can't change it. No one is more aware of the wisdom of these adages than hotel operators, who measure many expenses on a cost per occupied room night basis. Yet this is generally not the case for their hotel owned or on-premise (OPL) laundry costs. Shouldn't it be? Improved laundry practices can reduce a hotel's carbon footprint and boost the bottom line, important objectives amid intensifying sustainability mandates. READ MORE

Marc Stephen Shuster

Although some claims of sexual harassment made by hotel and restaurant employees may not prove to be true, an employer's failure to properly address sexual harassment complaints may render the employer liable for significant damages to a prevailing employee. Once an employee has complained of sexual harassment, an internal investigation is necessary to address and resolve the claim. This article describes best practices to take when conducting an internal investigation of a sexual harassment claim. This article also describes policies and procedures an employer can implement to help avoid sexual harassment claims READ MORE

Paul van Meerendonk

For some time, the biggest buzz in business has been around the influx of Big Data and its application to hospitality - and specifically to revenue management systems. Historically, revenue management systems (RMS) were already the biggest data owners within the hospitality enterprise, with two or more years of detailed reservations data consumed by the system, across a variety of room types, customer segments, length of stays and more. With this data, RMS analytics generated billions of forecasts used for further optimization, subsequently producing billions of pricing, availability and overbooking decisions. That is to say, Big Data existed in revenue management systems before it was even known as “Big Data.” READ MORE

Larry  Mogelonsky

Given the increasing usage of smartphones for travel-related online research and purchases, the importance of having a seamless mobile website presentation cannot be understated. Unless a hotel's mobile website loads quickly, however, it runs the risk of dissuading consumers from direct bookings as well as utilizing the brand.com for subsequent inquiries. This is compounded by the fact that websites typically load slower on mobile platforms. While this is a constant issue for developers and programmers, there are many solutions that senior managers can initiate and undertake themselves. READ MORE

Coming up in March 1970...