Recruiting for luxury: Case studies of luxury hotel brands and their co-operative activities for recruiting

Abstract

This article shows success criteria for joint HR projects of hotel companies and universities for recruiting and retention management. Influenced by demographic developments and a changed preference system, employer branding and recruitment are gaining importance, so that joint structures represent a solution-oriented instrument for responding to market developments in a strategically innovative way. The typology matrix with ten different co-operation models, the “factor phase model” for the definition of development processes and the ASP Trialogue are used as reference models. This results in the three success factors of privileged educational partnerships — attractiveness, safety and personality — with which co-operation models generate sustainable economic advantages, so that education is interpreted as the core brand of an attractive employer.

Keywords: education, employer branding, hotel industry, people development, recruiting