Marketing the employer brand in hospitality: a content analysis of hotel corporate and career websites

Authors: Lo, A., Huang, Z., Buhalis, D., Thomas, N. and Pang, J.M.

Journal: Journal of Travel and Tourism Marketing

Volume: 42

Issue: 9

Pages: 1153-1168

ISSN: 1054-8408

DOI: 10.1080/10548408.2025.2573423

Abstract:

This study investigates how hotels leverage their corporate and career websites to communicate Employer Value Propositions (EVPs) to enhance employer branding. A content analysis of 100 hotel websites produced a framework with 11 themes and 34 sub-categories across Economic, Functional, and Psychological EVP types. Results show 74% of hotels convey at least one EVP type, with chain hotels significantly more active than independents. P-EVPs are most common and often combined with other types, while E-EVPs are least represented and rarely communicated independently. This study provides a structured EVP framework and practical benchmarks to support more strategic hotel employer branding efforts.

Source: Scopus