• by Harvey Chipkin , Columnist, January 16, 2024

Does a customer care if an employee is happy with their workplace? Hilton thinks so, but the hotel operator also works hard to insure that potential employees get that happy employee impression. The company was recently named the No. 1 World’s Best Workplace by Great Place to Work and Fortune magazine,  with 90% of Hilton employees saying it is a great place to work. Hilton is the only hospitality company to achieve the recognition in the latest polls, and has consistently been one of the highest-ranked hospitality companies in employee relations in the past decade.

Like other companies before it, Hilton has made quite a marketing commotion about the designation -- taking out print ads in the U.S., U.K .and Singapore, running ads in airports; and even trumpeting the news on the huge TSX billboard in Times Square.

Not surprisingly, this initiative is primarily designed as a recruiting tool. In fact, back in May, Hilton launched a campaign called “Every Job Makes the Stay,” highlighting employees and the “impact and joy” that hospitality jobs offer.

Laura Fuentes, executive vice president and chief human resources officer for Hilton, said the primary goal of the ads was not only to thank and celebrate current associates, but to attract potential team members. Awards and employer brand campaigns, she said, are essential tools.

When it comes to jobs in hospitality, the average person thinks of traditional positions found in hotels.  In reality, hospitality is a field where employees from countless varied backgrounds can find a place -- including technology, finance, marketing and human resources, she said.

To inspire more of that thinking, said Fuentes, Hilton wanted to expand its storytelling efforts to shine a light on career growth in jobs both at the corporate and hotel levels, as well as the benefits and  programs the company offers. The ads celebrating being named the world’s best workplace are one element of a much broader ongoing narrative.

Hilton believes, these types of campaigns demonstrate that the company is a people-first and purpose-driven organization -- and for potential guests, show that team members “make the stay in fun and dynamic ways.”

Hilton also wanted to tap into what today’s job candidates are truly seeking, said Fuentes: a workplace culture with purpose and meaning. Job seekers today are looking for jobs that fit into their lives and not the other way around, she said. They want jobs where they can see the impact they are making, while also providing benefits that empower them to feel supported and to grow.

Since the “Every Job Makes the Stay” campaign started, said Fuentes, Hilton has seen more than a 125% lift in traffic to its career website (globally). The global display click-through rate is more than five times the historical benchmark.

But these ads are not just targeting potential employees. Additionally, said Fuentes, “we want our guests to view these ads, and to understand how much we value the contributions of our 460,000 team members around the world. We know that consumers increasingly care about the cultures of companies they choose to do business with, as great culture is known to translate into great service."