Forming HR-brand of the Hotel: EVP Elaboration

Nowadays many companies in the hospitality industry experience a lot of problems with the staff turnover, personnel attraction and retention during the global financial and economic instability and the current critical situation on the labor market. One of the most effective tools to attract and retain personnel is to establish HR-brand, which is a set of advantages and unique characteristics that distinguish the organization from its competitors. This academic paper describes the research, which reveals the main trends of HR-branding, its types and factors influencing HR-brand formation. This paper is aimed to elaborate the unique Employer Value Proposition of a hotel «Сибирия» through the analyzing of the theoretical and empirical literature on this topic. To achieve this goal, identify employee preferences and motivation, company’s features and advantages as employer an internal study was conducted using methods such as survey, in-depth interviews, participant observation and the analysis of organizational documents. The results obtained bring essential contribution to the study of HR-brand and provide the hotel with the complex of particular measures on forming positive image as an employer and building effective HR-brand communications with both existing and potential employees in order to reduce the turnover, enhance the loyalty of current employees and to attract the appropriate personnel.