HR Awards
Best Recruitment Campaign
Rosewood Hotel Group
Employer Branding Strategy
The Group has emphasised its Purpose and Values in the knowledge that candidates look for employers who are purpose-driven and for a company whose values align with their personal values.
As part of its global expansion, the Rosewood Hotel Group has about 10,000 associates globally; and is poised to add another 10,000 in the next 3 - 5 years, as it enters new markets such as Japan and Brazil, where candidates may not be so familiar with the Rosewood brand. Aligning with the CEO’s vision to become the world’s leader in luxury lifestyle, new brands and businesses are being rolled out, including wellness, a private members club, lifestyle e-commerce. Candidates will have different employer expectations from these different brands and businesses, and so too, be looking for different value propositions from such potential employers. The Group has also emphasised its Purpose and Values in the knowledge that candidates look for employers who are purpose-driven and for a company whose values align with their personal values.
To create this distinctive employer brand identity, going forward, the Group rolled out a sustainable three-stage Employer Branding Strategy.
- Stage 1: build awareness, get in front of passive candidates, build initial brand recognition by improving external perception, build general awareness, and amass target followers. Key platform measurements: number of ad impressions, career page views, job views. Key organisational measurements: driving brand awareness, generation of some great buzz.
- Stage 2: develop interest and consideration, develop trust and differentiate to increase conversion and quality, illustrate ‘Why Rosewood is a great place to work’ via video series, employee stories and thought leadership. Key platform measurements: content engagement rate (e.g. clicks, shares and comments), relevant follower growth, click-through rate. Key organisational measurements: more followers and being known as a thought leader.
- Stage 3: generate leads, search, outreach and jobs to access relevant inbound candidates and convert interested talents into applicants. Key platform measurements: job applications, job views, apply rate, In-mail response rates and number of hires. Key organisational measurements: getting lots of candidates, making quality key hires, and reducing time and cost to hire.
Key ROIs
- Promoting and building employer brand awareness and consideration in core and emerging markets with a remarkable number of increments of LinkedIn followers reaching the milestone of 100k followers for the Rosewood Hotel Group Company LinkedIn Page.
- Engaging members with compelling employee stories, showcasing Rosewood as an employer of choice and pushing compelling employee stories, featured across the career website, LinkedIn Life Page, WeChat, and Glassdoor, to relevant talents.
- Global Management Trainee Programme has received 10,000 + Management Trainee Job Applications.
- Hospitality Strategy Case Competition attracted 2,000+ submissions.
- Setting up dedicated pipeline pages to capture candidate leads for core roles.
Paul Arkwright
Publisher
