Special RepoRt : Millennials
HEigH-Ho , HEigH-Ho
The hotel industry ’ s efforts to attract Millennials are not just focused on new customers . Several brands are also stepping up their recruiting efforts to draw this burgeoning market to work in the industry .
Fairfield Inn & Suites by Marriott , for example , has launched a campaign based on the Tumbler microblogging platform to mentor potential employees with the help of Millennial entrepreneurs selected from the Forbes 30 Under 30 list . The Everyday Connect program is intended to provide the opportunity for a dialogue between the mentors and other participants to help them guide themselves to success .
The program also involves Fairfield ’ s current social media channels like Facebook — offering networking and other tips to Millennials — and Twitter , which solicits jobhunting tips from the company ’ s followers . The company is also seeding a YouTube channel with short films , providing infographics and survey data to help college graduates and other Millennials launch and support their careers , especially if they are considering the hospitality industry . The Everyday Connect website also posts some of the advice that the mentors are providing to other participants .
“ Millennials want to be part of something important and relevant where they can contribute . The Scandic values as well as our deep engagement with social issues and sustainable business have fueled [ Millennials ’] interest .”
– Frank Fiskers , scandic
Architecture and design firm Studio3877 submitted this rendering of a living room for the Moxy brand ’ s debut in Milan .
Meanwhile , one of the largest hotel chains in Europe was the only hotel brand identified in a survey of economics students in colleges and universities in four Scandinavian nations as a place where they want to work . Scandic Hotels , which operates 230 properties mostly in northern Europe , believes the survey results confirm its efforts to recruit via its corporate website are working .
“ One key factor in attracting this group as an employer is to bring more to the table than traditional career opportunities and compensation — a relevant vision , mission and values are at least as important as picking up your paycheck ,” says Scandic President and CEO Frank Fiskers .
In addition to video recruitment testimonials from current employees , Scandic also manages its own “ business school ” that trains new employees as well as offering refresher training in five core areas : new team members ; sales and marketing ; leadership and management ; performance enhancements ; and service training .
“ It ’ s brilliant to receive this confirmation that the work we ’ re doing to attract young talent is appreciated by the target group ,” notes Henrik Dider , human resources director at Scandic .
Employing millEnnials
ƒ ƒ Some characteristics of Millennials as hotel employees are shared globally . Like their U . S . counterparts , research shows Chinese Millennials and Australian Millennials working in hospitality seek more recognition than older generations and are more technologically savvy than their peers . ƒ ƒ A PwC global study recommends giving Millennials increased workplace flexibility and training , real-time feedback and more opportunities to advance . ƒ ƒ Millennials are unconvinced that excessive work demands are worth the sacrifice , but 37 % view the opportunity to work overseas a part of their desired career path .
Sources : IBM China “ Collaborating with Gen Y ”; The University of Queensland and Hospitality Training Association “ Generation Y As Hospitality Employees ”; PwC “ NexGen : A Global Generational Study ”
36 HOTELS September 2014 www . hotelsmag . com