Hilton Worldwide Europe is focused on presenting themselves as an employer brand. The company recognises the potential to promote the hospitality industry as an exciting, long term and viable career option via social media. To help us engage and interact with prospective candidates, Hilton Europe launched a programme to increase their presence on the main social media channels and to increase traffic to their careers site via Facebook. After a successful trial, using Facebook in the UK and Ireland with an increase in engagement and interaction from potential candidates, the pilot campaign was extended to cover four additional countries (France, Italy, Germany and Turkey). This project was finalist at the Hospitality Awards 2011.
Social Media is an important addition for our people and talent management programme because...
- It engages a large scope of people in conversations about hospitality careers.
- It attracts people of different ages. The average European Facebookuser is 23.3 years old and 60% of users are over 26 years old. It allows us to interact with new audiences.
- It is free for all users, including our potential candidates.
- Our Job Search tab on Facebook makes it easy for candidates to find their ideal job.
- No other hotel company had a Facebook Careers page when we started our programme. It was the first in the industry!
- Our brands and messages are consistently marketed through initiatives and projects to potential candidates – Social media adds another dimension to this.
We wanted to:
- Promote hospitality as an exciting, long term and viable career choice and Hilton Worldwide as an international career opportunity.
- Position Hilton Worldwide as the employer of choice in the hospitality industry for potential candidates.
- Initiate informal contact with candidates through an easy and fast communication tool.
- Drive traffic to careers site through expanding our social media coverage. -* Increase hires through social media.
- Provide ease of accessibility to information about Hilton Worldwide projects and initiatives to external candidates.
Hilton Careers Facebook page launched in August 2010 and a year later: 5,592 people like Hilton Careers page ; more than 27,000 posts ; more than 2,000 direct interactions with people.Hilton Worldwide’s European Human Resources team created and developed the Facebook page - a platform for the team to post job links, HR events, practical advice on CVs as well as interview tips - and to continue to engage with and respond to fans. The...
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