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Title:
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HOTEL APPRENTICESHIP MARKETING IN THE DIGITAL WORLD |
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Author(s):
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Nadja Scherible, Gerrit Tamm |
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ISBN:
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978-972-8939-98-4 |
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Editors:
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Piet Kommers, Tomayess Issa, Nurfadhlina Mohd Sharef and Pedro Isaías |
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Year:
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2013 |
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Edition:
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Single |
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Keywords:
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Social media marketing, online recruiting, relationship marketing, marketing 3.0, Generation Y, hotel apprenticeship in Germany |
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Type:
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Reflection Paper |
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First Page:
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115 |
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Last Page:
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118 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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Social media and web 2.0 change processes in human resource management and expand established recruiting channels. Social communities like facebook and linkedIn are effective tools to identifying, evaluate and contact potential applicants. Those tools also support the communication, collaboration and the knowledge transfer in a company. The use of social media tools in the field of personnel management in Germany is not yet widespread. This paper summarizes the results of a qualitative and quantitative research undertaken among hotel apprentices in Germany, mainly Berlin. The main research question was to analyze if social media marketing could increase the number of hotel apprenticeship applications. It mainly addresses the following questions: Do hotel companies use social media channels to connect with the applicants and hired apprentices? Would social media marketing increase the interest of prospective apprentices in the hotel profession? What are the reasons why hotel companies struggle to find qualified apprentices? And last, do they perceive hotel companies as good employers? To answer these questions we compared the results of a market analysis with the quantitative research with information gathered about marketing 3.0, relationship marketing, online and social media marketing. |
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