By Robert A. Gilbert, CHME, CHBA, President and CEO, Hospitality Sales & Marketing Association International (HSMAI)
Within HSMAI and the HSMAI Foundation, we’ve been focusing on how to navigate the talent challenges many are facing across commercial sales, marketing, and revenue optimization. Our most recent resource, Curate Presents, features content that explores recruiting, engaging, and developing talent in this very unique state we’re in with our workforce. This three-part on-demand video series features the perspectives of industry thought leaders on best practices and ideas on what we can do to attract new professionals and keep the ones we currently have.
In this series, Debra Jasper, Ph.D., founder and CEO of Mindset Digital, presents “Distant and Distracted: Recruiting and Retaining Talent in an Uncertain, Hybrid World,” where she discusses the tools and approaches that will help companies stand out in their search for new talent. As she stated, “Our world has changed, the way we lead must change, and the way we recruit must change, too.” Jasper offers a wide range of useful advice, including the following three takeaways:
- Effectively use micro moments in your recruiting process. Each touchpoint a prospective employee encounters, whether it’s a job advertisement, etc., should be meaningful and intentional. These moments present a “critical opportunity to shape a major decision,” Jasper says.
- Ensure job postings are mobile-friendly and written in a “human” way. There’s no need to fill job advertisements with jargon or overly complicated language that doesn’t sound personable or natural. “Good writing is casual writing,” Jasper says. Finding the balance between professional and fun and friendly is key.
- Make a powerful first impression. This first impression starts with the online presence of your company’s recruiters and leaders. Jasper recommends Googling yourself and working to enhance the LinkedIn profiles of those in senior leadership at your organization. Prospective talent will be looking up these individuals prior to applying or interviewing for a job, so optimal online presence should be a priority.
These are just a few nuggets from Jasper’s presentation, and I encourage you to watch her full session, along with the other two that are part of the Curate Presents program. The second video, “Trends in Engaging Commercial Talent in Hospitality,” is a discussion with Mike Gamble, Searchwide Global, HSMAI Americas and HSMAI Foundation board member; Ken Greger, August Leadership, HSMAI Foundation board member; and moderator Michelle Woodley, Preferred Hotels & Resorts, HSMAI Foundation chair. The third video, “Development, Upskilling, and Reskilling for a More Resilient Team,” includes the following panelists: HSMAI Revenue Management Advisory Board Past Chair Linda Gulrajani, Marcus Hotels & Resorts; Marketing Advisory Board Chair Theo Holloway, BWH Hotels & Resorts; Sales Advisory Board Chair Eric Kreins, Hilton; and moderator Juli Jones, HSMAI vice president.
Watch these sessions and see what key lessons you can take back to your team to ensure you are attracting, developing, and engaging the best talent now and in the future.