Dive Brief:

• In an effort to boost hiring, Hilton has introduced a large-scale employer brand campaign called “Every Job Makes the Stay,” the company announced Tuesday. 
• Aimed at changing perceptions of hotel jobs, the campaign features Hilton employees sharing what they love most about their roles. 
• According to Hilton, the campaign targets ongoing labor challenges and recruiting needs in the hospitality industry by bringing attention to career opportunities available at the hotel, specifically for those considering front-line and hourly positions.

Dive Insight:

With peak summer travel season approaching, the “leisure and hospitality sectors are competing for top talent as travel continues to rebound and demand remains high,” said a Hilton spokesperson. “With both in mind, we launched ‘Every Job Makes the Stay’ to attract new, diverse talent while rallying our current team members and ensuring that their work doesn’t go unnoticed.” 

Hilton’s overall goal with the campaign is to increase traffic to its career website, raise awareness of the many types of positions that exist within its hotels and increase the number of completed applications for key roles, according to the spokesperson. 

In a campaign video, Hilton features real employees discussing the impact their work has on daily hotel operations and guest satisfaction. Employees also share their favorite parts about working in hospitality to “shine a new light” on the industry at large, the company spokesperson said. 

For example, in the campaign video, the bell captain at Hilton Orlando shared that what he enjoys most about his role is getting to make a genuine connection with guests, while a server at the hotel commented that her job allows her to be herself. 

“We chose to make team members the stars of this campaign because who better than them to speak authentically about what it's like to work at Hilton. They are the heart of our business and the best ambassadors to help us find talent for our growing teams,” Laura Fuentes, executive vice president and chief human resources officer at Hilton, said in the company announcement. 

Similarly, Marriott International recently launched a new people brand, Be, designed to attract and retain talent by empowering associates to fulfill their career goals and offering personal and professional growth opportunities.