Employer Branding - everything you need to know


Employer Branding - everything you need to know

General employer branding

Employer branding is a way for employers to present themselves to potential applicants as an attractive company and employer. In German it would be called branding for employers. Employer branding represents the development and maintenance of the employer/company as an employer brand.

Origin of employer branding

Tim Ambler and Simon Barrow addressed this topic in the Journal of Brand Management in early 1990. 

Employer Branding in the Gastronomy and Hotel Industry 

A shortage of personnel and skilled workers has become the norm, particularly in the gastronomy and hotel sectors. Employer branding in the gastronomy and hotel business means that a restaurant, hotel... presents itself to potential applicants such as cook apprentices, chef, sous chef, chefs... with the character that the company has. Although employer branding is often closely associated with the statement / definition that the employer is presenting itself to potential applicants as an attractive company and employer, the term attractive employer should be viewed with caution. After all, what kind of restaurant, hotel... is attractive for which apprentice chef? Is it the kitchen in the country inn, the kitchen of the star gastronomy, the kitchen of the communal catering or the system gastronomy? Or in short, the job offered must match the applicant (cook and chef). 

How do you develop your own brand as an employer within the framework of employer branding in the catering and hotel industry?

Employer branding in the gastronomy and hotel industry is a mixture of marketing and branding in order to present oneself as a clearly definable employer and thus to be perceived as an employer in the job market with its very special character.  At the beginning it has to be analysed and worked out what makes the catering business / the employer unique / what its unique selling point is / what the company stands for as an employer / why an applicant should apply here and what awaits him as an employee.

The employer's brand develops from this, the so-called employer brand, which determines how the labour market evaluates the company as a brand. The targeted positive marketing effect should lead to an increase in the efficiency of personnel recruitment and increase the quality of applicants. Through the development of an emotional bond between employer and employee, they should also identify with the company and bind themselves to it. Within the framework of employer branding, the employees themselves become authentic ambassadors of the restaurant / hotel. 

Advantages of employer branding in the gastronomy and hotel industry

The already mentioned shortage of personnel and specialists in the gastronomy and hotel business allows employers to no longer make false promises / representations of their own catering business. Employers in the catering trade must define a clear picture of their enterprise and communicate clearly to the outside world. Thus misunderstandings can be clarified in advance and the fluctuation of co-workers be prevented. 

Employer branding and blog posts about cooks and chefs at COOK CONCERN

As already mentioned, within the framework of employer branding, own employees become authentic ambassadors of the restaurant / hotel ... . Cooks and chefs publish in blog entries on COOK CONCERN about their career, their specialisation, trends and news in the gastronomy. Through this way of articles / blog posts / publications of chefs, chefs automatically become brand ambassadors of their companies. Cooks and chefs present other cooks and chefs, and thus potential applicants for the gastronomy, the character and the possibilities of their restaurant, hotel... 

Employer branding and job offers on COOK CONCERN

As part of the Employer Branding by cooks for cooks / chefs for chefs, via blog posts on COOK CONCERN, COOK CONCERN offers an extension of the Employer Branding, in which at the end of the Employer Branding article, a direct link to the company / catering business and the current vacancies available there can be set. The potential applicant (cook or chef) reads an article by an interesting cook or chef about a current topic from the gastronomy and is invited by the author of the article at the end to get an idea of his employer and if interested to look at the vacancies. The cook and chef as author takes over thus a bridge function between the catering trade enterprise and potential future employees like cooks or chefs. Cooks and recruit cooks – chefs recruit chefs. 

Further advantages for the employer from the gastronomy and hotel trade

Through a clearly defined employer branding, a better identification of the own employees and a better perception of the catering company to the outside, as employer and also for the guests, and new customers takes place, which in turn leads to an increase of the turnover and an improvement of the customer satisfaction. Especially in service-oriented industries such as gastronomy and hoteliers, the significance of the employer brand for the satisfaction of employees and guests / customers is very important. Through a clear employer branding, gastronomy companies meet the challenge, both of their guests and their employees through a uniform image. This binds employees and wins new ones, and motivates them to be more willing to perform.  

Personnel marketing versus employer branding in the gastronomy and hotel industry

The terms personnel marketing and employer branding are often mentioned together. In theory, the two tools of recruiting can be separated. In practice, however, these tools merge into each other, because in the past, mainly catering companies selected their employees (cooks). The main reasons for this are the demographic change and the shortage of skilled workers in the gastronomy and hotelier sectors.

Personnel marketing / personnel advertising and employer branding have the common and overriding goal of creating a clear, uniform and attractive employer brand and positioning it as such in the market among chefs and cooks.