THE ROLE OF EMPLOYER BRAND IN HOTEL COMPANIES DURING COVID-19 CRISIS
Abstract
Hospitality and tourism is one of economic braches which has been severely affected by the COVID-19 pandemic. Finding the ways and identifying the measures for recovering from the crisis which has been lasting for more than a year is the key task of hotel managers and leaders. The main objective of this paper is to examine the state of affairs in the hotel industry that has been devastated by COVID-19 and analyze the possible tools for human resource management in hotels, all with the aim of mitigating the consequences of the crisis. Inductive and deductive research methods were used for the needs of this analysis. One of the possible solutions for overcoming the crisis of human resource management is employer brand. Investing in employer brand may result in creating specific benefits for employees - functional, economic and psychological benefits. During the pandemic, the benefits for employees are expanded to job security, health protection and psychological recovery of employees.
Downloads
References
Agarwal, P. (2021). Shattered but smiling: Human resource management and the wellbeing of hotel employees during COVID-19. International Journal of Hospitality Management, Vol. 93 (2021). Available online 19 November 2020, Doi: 10.1016/j.ijhm.2020.102765
Aguinis, H., Villamor, I., Gabriel, K. (2020). Understanding employee responses to COVID-19: a behavioral corporate social responsibility perspective. Management Research: Journal of the Iberoamerican Academy of Management, Vol. 18, No. 4, 421-438.
Ambler, T., Barrow S. (1996). The employer brand. The Journal of Brand Management, Vol. 4, No. 3, 185-206.
Awan, M.I., Shamim, A., Ahn, J. (2021). Implementing ‘cleanliness is half of faith’ in re-designing tourists, experiences and salvaging the hotel industry in Malaysia during COVID-19 pandemic. Journal of Islamic Marketing, Article in press.
Barrow, C., Bosselman, R. (1999). Hospitality Management Education, Haworth Hospitality Press, New York.
Benraiss-Noailles, L., Viot, C. (2020). Employer brand equity effects on employees well-being and loyalty. Journal of Business Research, Article in press.
Chien, G.C., Law, R. (2003). The impact of the severe acute respiratory syndrome on hotels: a case study of Hong Kong. International Journal of Hospitality Management, Vol. 22, No. 3, 327-332.
Dabić, M., Stojčić, N., Simić, M., Potocan, V., Slavković, M., Nedelko, Z. (2021). Intellectual agility and innovation in micro and small businesses: The mediating role of entrepreneurial leadership. Journal of Business Research, Vol. 123, 683-695.
Deepa, R., Baral, R. (2019). Importance-performance analysis as a tool to guide employer branding strategies in the IT-BPM industry. Journal of Organizational Effectiveness: People and Performance, Vol. 6, No. 1, 77- 95.
Eurostat (2021). European Statistical, European Commission. Available at: https://appsso.eurostat.ec.europa.eu/nui/submitViewTableAction.do, (2 February 2021).
Guillet, B.D., Chu, A.M.C. (2021). Managing hotel revenue amid the COVID-19 crisis. International Journal of Contemporary Hospitality Management, Article in press.
Hao, F., Xiao, Q., Chon, K. (2020). COVID-19 and China’s Hotel Industry: Impacts, a Disaster Management Framework, and Post-Pandemic Agenda. International Journal of Hospitality Management, Vol. 90 (2020), (05 August 2020).
He, J., Mao, Y., Morrison, A.M., Coca-Stefaniak, A. (2021).On being warm and friendly: the effect of socially responsible human resource management on employee fears of the threats of COVID-19. International Journal of Contemporary Hospitality Management, Vol. 33, No. 1, 346- 366.
Jiang, Y., Wen, J. (2020). Effects of COVID-19 on hotel marketing and management: a perspective article. International Journal of Contemporary Hospitality Management, Vol. 32, No. 8, 2563-2573.
Jung, H.S., Jung, Y.S., Yoon, H.H. (2021). COVID-19: The effects of job insecurity on the job engagement and turnover intent of deluxe hotel employees and the moderating role of generational characteristics. International Journal of Hospitality Management, Vol. 92 (2021). Available online 7 October 2020.
Karatepe, O.M. (2013). High-performance work practices, work social support and their effects on job embeddedness and turnover intentions. International Journal of Contemporary Hospitality Management, Vol. 25, No. 6, 903–921.
Kashive, N., Khanna, V.T., Bharthi, M.N. (2020). Employer branding through crowdsourcing: understanding the sentiments of employees. Journal of Indian Business Research, Article in press.
Kashyap, A., Raghuvanshi, J. (2020). A preliminary study on exploring the critical success factors for developing COVID-19 preventive strategy with an economy centric approach. Management Research: Journal of the Iberoamerican Academy of Management, Vol. 18, No. 4, 357-377.
Kashyap, V., Verma, N. (2018). Linking dimensions of employer branding and turnover intentions. International Journal of Organizational Analysis, Vol. 26, No. 2, 282-295.
Kim, S., Kim, J., Badu-Baiden, F., Giroux, M., Choi, Y. (2021). Preference for robot service or human service in hotels? Impacts of the COVID-19 pandemic. International Journal of Hospitality Management, Vol. 93 (2021), (4 December 2020).
Knight, D., Xiong, L., Lan, W., Gong, J. (2020). Impact of COVID-19: research note on tourism and hospitality sectors in the epicenter of Wuhan and Hubei Province, China. International Journal of Contemporary Hospitality Management, Vol. 32, No. 12, 3705-3719.
Lai, I.K.W., Wong, J.W.C. (2020).Comparing crisis management practices in the hotel industry between initial and pandemic stages of COVID-19. International Journal of Contemporary Hospitality Management, Vol. 32, No. 10, 3135-3156.
Le, D., Phi, G. (2020). Strategic responses of the hotel sector to COVID-19: Toward a refined pandemic crisis management framework. International Journal of Hospitality Management, Article in press.
Madera, J.M., Dawson, M., Guchait, P., Belarmino, A.M. (2017). Strategic human resources management research in hospitality and tourism. International Journal of Contemporary Hospitality Management, Vol. 29, No. 1, 48-67.
Manuel, T., Herron, T. (2020). An ethical perspective of business CSR and the COVID-19 pandemic. Society and Business Review, Vol. 15, No. 3, 235-253.
Ognjanović (2020). Employer brand and workforce performance in hotel companies. Hotel and Tourism Management, Vol. 8, No. 2, 65-78.
Ognjanović, J., Slavković, S. (2019). Impact of employer brand on employees statisfaction in Serbian hotel enterprises, in: D. Cvijanović et al. (Eds.), Tourism in Function of Development of the Republic of Serbia – Тourism as a Generator of Employment, Faculty of Hotel Management and Tourism in Vrnjačka Banja University of Kragujevac, Vrnjačka Banja, pp. 254–271.
Ognjanović, J. (2017). Relations of Intellectual Capital Components in Hotel Companies. Industrija, Vol. 45, No. 2, 181-196.
Jordão, R.V.D., Novas, J., Gupta, V. (2020). The role of knowledgebased networks in the intellectual capital and organizational performance of small and medium-sized enterprises. Kybernetes, Vol. 49, No. 1, 116- 140.
Simić, M., Slavković, M., Aleksić, V. S. (2020). Human Capital and SME Performance: Mediating Effect of Entrepreneurial Leadership. Management: Journal of Sustainable Business and Management Solutions in Emerging Economies, Vol. 25, No. 3, 23-33.
Slavković, M., Ognjanović, J. (2018). Impact of Human Capital on Business Performance of Hotel Entreprises in Serbia. TEME, Vol. XLII, No. 4, 1339-1355.
Statistical Office of the Republic of Serbia (2020). Monthly statistical bulletin 10/2020 Available at: https://www.stat.gov.rs/en-us/publikacije/publication/?p=12816
Tanwar, K., Prasad, A. (2016). The effect of employer brand dimensions on job satisfaction: gender as a moderator. Management Decision, Vol. 54, No. 4, 854 – 886.
Tian, Q., Zhang, L., Zou, W. (2014). Job insecurity and counterproductive behavior of casino dealers: the mediating role of affective commitment and moderating role of supervisor support. International Journal of Hospitality Management, Vol. 40, 29–36.
World Tourism Organization (UNWTO). The first global dashboard for tourism insights. Available at: https://www.unwto.org/unwto-tourismdashboard, (28 January 2021).
Yohn, D.L. (2020). Brand authenticity, employee experience and corporate citizenship priorities in the COVID-19 era and beyond. Strategy & Leadership, Vol. 48, No. 5, 33-39.
Yu, J., Seo, J., Hyun, S.S. (2021). Perceived hygiene attributes in the hotel industry: customer retention amid the COVID-19 crisis. International Journal of Hospitality Management, Vol. 93 (2021), (29 November 2020).
Zhang, J., Xie, C., Wang, J., Morrison, A., Coca-Stefaniak, A. (2020). Responding to a major global crisis: the effects of hotel safety leadership on employee safety behavior during COVID-19. International Journal of Contemporary Hospitality Management, Vol. 32, No. 11, 3365-3389.