A Generations' Perspective on Employer Branding in Tourism

Abstract

The tourism industry is facing tremendous challenges from labor shortages and a resulting loss of competitiveness. Changing digital environments as well as young people's communication habits and ideas regarding work-life balance are raising human resources related questions, to which currently no answers exist. In light of this issue, this chapter focusses on employer branding as a way to motivate present employees and attract new ones. It includes a discussion of different theories of workplace motivation, followed by a look at payment and further education issues. The so-called Generations Y and Z are investigated in the context of the labor shortage, and the generation concept itself is critically reflected. Furthermore, labor force aspects and working conditions in tourism are examined, with specific evidence from Austria. Finally, the discussion outlines an employer branding strategy as a way to address this problem.