Flinders University's Dr. Ashokkumar Manoharan collaborated with Associate Professor Christina Scott-Young (RMIT University, Melbourne), and Professor Anthony McDonnell (Cork University Business School, Ireland) to create a framework that creates an effective industry brand.
"Industry talent branding: a collaborative and strategic approach to reducing hospitality's talent challenge" has been published in theBased on brand equity theory, signaling theory and employer branding literature, this framework places an onus on sector-wide cooperation to form a consistent brand that all hospitality employers and employees can clearly understand.
"The proposed framework offers the hospitality industry a means to adopt a more proactive, collective and strategic approach to address long-standing talent challenges," says Dr. Manoharan, from Flinders University's College of Business, Government and Law. "Perceived industry talent brand attractiveness will also impact existing hospitality employees, resulting in them feeling proud and affirmed in their jobs, which is likely to encourage staff to continue working in the hospitality industry."
Effective messaging may also help to attract older individuals with transferable skills from other careers.
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