Employer Branding – A New Approach to the Hotel Industry

In the hotel industry, HR management is increasingly using Employer Branding as a very effective way of retaining and recruiting employees. In these activities, hoteliers use modern information and communication technology and creative experiences from the past. The goal is to create the best possible Employer Branding on that basis. In creating the employer brand, it is necessary to conduct more detailed research on the external and internal employer brand as well as this segment of the labour market. Therefore, it was necessary to research Employer Branding trends and take into account the current world practice in this domain. Concrete research was based on the experiences of several highclass Belgrade hotels (Sent Ten, Nine Square, Hilton) based on the scientific methodology used in internal and external environment research.
The findings of a short survey indicate the behaviour of employees, based on previous experience, their satisfaction with the work they perform and their strive to improve. Such a transformation of the experience of the employees leads to an increase in the level of competitiveness of the hotel company, higher occupancy of capacities, and thus an increase in the level of business profitability, all with the aim of a higher level of quality of the specific hotel product and services.