Exploring Employer Branding in Job Ads: A Case Study of Tourism and Hotel Industry

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ABEDINI ALI; ZARE HAMID

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Paper Information

Journal: Journal of Social Studies in Tourism Year:2020 | Volume:8 | Issue:15 Page(s): 27-48

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Information Journal Paper

Title

Exploring Employer Branding in Job Ads: A Case Study of Tourism and Hotel Industry

Author(s)

ABEDINI ALI | ZARE HAMID | Issue Writer Certificate

Keywords

Employer BrandingQ1

Job AdvertisementsQ1

RequirementQ2

TourismQ1

Abstract

Taking the increasing growth of the Iranian Tourism industry and the mounting competition between various active Tourism companies to recruit talented workforce into consideration, the conduct of studies on Employer Branding from the perspective of potential employees of such companies could be useful in employing top talents. In this regard, it could be argued that Job Advertisements are the first contact zones where the job hunters may cross into, and that at this critical stage, Employer Branding could play a significant role in recruiting talents before other competitors do so, providing the companies with a sustained competitive advantage. The population of this applied-qualitative study comprised of all Iranian companies acting in Tourism industry. As for collecting the required data, 177 relevant Tourism Job Advertisements released in 12 different job hunting websites in autumn 2018 were identified and recorded. Then the content of the ads were coded via quantitative content analysis method and the frequency of each code was computed. The findings of the study indicated that work missions, company’ s location, flextime, working hours, holidays, teleworking facilities, co-worker quality, work challenges, international mobility, company size, reputation of the company’ s product or service, basic salary and bonuses, and welfare facilities were the items which normally appear in Job Advertisements published by Tourism companies. Job seekers, therefore, mentally examine the messages they receive from various organizations and select the organization that best suits them. Tourism companies, thus, need to feature as much dimensions of their brands as possible in their Job Advertisements and internet-based recruitments so that they manage to recruit top talents.

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APA: Copy

ABEDINI, ALI, & ZARE, HAMID. (2020). Exploring Employer Branding in Job Ads: A Case Study of Tourism and Hotel Industry. JOURNAL OF SOCIAL STUDIED IN TOURISM, 8(15 ), 27-48. SID. https://sid.ir/paper/366901/en

Vancouver: Copy

ABEDINI ALI, ZARE HAMID. Exploring Employer Branding in Job Ads: A Case Study of Tourism and Hotel Industry. JOURNAL OF SOCIAL STUDIED IN TOURISM[Internet]. 2020;8(15 ):27-48. Available from: https://sid.ir/paper/366901/en

IEEE: Copy

ALI ABEDINI, and HAMID ZARE, “Exploring Employer Branding in Job Ads: A Case Study of Tourism and Hotel Industry,” JOURNAL OF SOCIAL STUDIED IN TOURISM, vol. 8, no. 15 , pp. 27–48, 2020, [Online]. Available: https://sid.ir/paper/366901/en

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