Marketing the employer brand in hospitality : a content analysis of hotel corporate and career websites

Abstract

This study investigates how hotels leverage their corporate and career websites to communicate Employer Value Propositions (EVPs) to enhance employer branding. A content analysis of 100 hotel websites produced a framework with 11 themes and 34 sub-categories across Economic, Functional, and Psychological EVP types. Results show 74% of hotels convey at least one EVP type, with chain hotels significantly more active than independents. P-EVPs are most common and often combined with other types, while E-EVPs are least represented and rarely communicated independently. This study provides a structured EVP framework and practical benchmarks to support more strategic hotel employer branding efforts.