When it comes to managing hotel workforces, the hospitality industry faces two primary challenges: internal communication and employee engagement. From completing real-time tasks to coordinating…
Marketing is often thought of as an external strategy — a way to persuade consumers to buy into your service or product. Companies often overlook the need for internal marketing to connect their brand to their employees for better engagement, higher productivity, and better customer service.
The hotel industry is experiencing continual growth with customers, but it is also facing one of the biggest labor shortages in history. The U.S. Bureau of Labor estimates there were over a million job openings in the hospitality industry in 2018 — a record number. On top of that, turnover is close to 75%.
Most of these jobs are frontline workers — those essential hospitality employees who have many of the industry’s customer-facing positions, like room attendants, restaurant staff, and front desk teams. It’s a major gap that will no doubt negatively impact customer service and hotel revenues.
Hotels are facing this massive labor shortage for several reasons:
Hotels have the power to recover from this crisis, but they need to recognize that employees are just as valuable as their customers and invest in them.
Here are three great internal marketing strategies for hotels to elevate their employer brand, attract new candidates, and create a thriving workforce.
Approach internal marketing the same as any other external campaign: have the marketing department design a well-conceived, goal-oriented strategy that targets frontline employees, the often overlooked but most valuable workforce in hospitality.
Why do companies need to market their own employees? For starters, 50% of hotel employees don’t feel their jobs are important enough to be proud of. An internal marketing campaign should aim to boost morale and increase employee engagement through targeted messaging. The ultimate goal is to retain current employees and recruit new talent.
Here are three important elements of internal marketing strategies for service industry employees:
Two things to remember before you launch your internal marketing campaign:
Internal marketing strategies for service industry employees need to communicate content that achieves three goals to ultimately increase employee engagement and retention:
Internal marketing content should be detailed and transparent. Trust your employees with company information that will allow them to provide better service and be more productive. A mere 13% of employees believe their managers communicate effectively and that creates a disengaged workforce.
Deliver this content through storytelling, which stirs emotions and creates connections. Share stories from guests about their stays with employees that demonstrate how everyone’s work impacts other people. Also, give every employee the opportunity to share their story with the company and colleagues. Personal narratives connect and inspire, and giving employees a voice in the workplace is a powerful engagement strategy.
When 1 Hotels, with locations in New York, Miami, and LA, wanted to build their internal brand and deepen employee engagement, they connected their staff across locations and across shifts with Beekeeper’s mobile team communications app. The two-way operational platform gave every employee a voice to create content internally, boosting engagement and increasing retention.
Employees are also a hotel’s best spokespeople. When they’re happy at work, that job positivity is great marketing. Whether they’re talking about the brand to the guests, or talking about their job online (which 50% of employees do), their message should be positive and specific.
When hotel employees love their job, they have the power to create a great guest experience and recruit new talent. The internal marketing content will shape the information they share online and with guests.
Internal marketing is only as good as its reach. 83% of hotel employees work without a company email address, but new technology designed for mobile devices empowers frontline employees through dedicated messaging. This employee-centered technology creates the perfect medium to deliver internal marketing strategies for the service industry with a large mobile workforce. A team communications app also offers:
Create an employee-supported workplace with internal marketing strategies designed to engage and build a hotel workforce dedicated to their work and the brand.