Mapping the landscape of employer value propositions in Asian hotels through online job postings analysis

Abstract

This study explores how Asian hotels leverage job postings, an often-overlooked branding channel, to communicate Employer Value Propositions (EVPs) as an employer branding tactic. Analyzing 4603 job postings from Indeed, a prominent job search website, the research categorizes EVPs into Economic, Functional, and Psychological types (E−, F-, P-EVPs) and reveals their frequency of communication across five key Asian cities. The findings indicate that approximately three-quarters of job postings convey at least one type of EVP, with F-EVPs and P-EVPs being more prevalent than E-EVPs. Chain hotels demonstrate a higher frequency of EVP communication compared to independent hotels, with no discernible differences between non-managerial and managerial positions. These findings offer valuable resources for hotels to assess their EVP strategies through benchmarking and identifying areas for improvement. It also pioneers the application of signaling theory to job advertisements, contributing to the theoretical fields of employer branding, talent management, and recruitment research.