Employer Branding SHERATON BRAND SHERATON
2 EMPLOYER BRANDING Welcome Ina Masleva Professional Experience: 20 years with Starwood Hotels & Resorts International Languages: Bulgarian, English, Russian Expertise: HR Professional, Training and Talent Management & Development SHERATON
3 EMPLOYER BRANDING Welcome International experience in Starwood Hotels & Resorts one of the world’s leading hotel companies with more than 860 hotels in 80 countries. 1999 – 2000 Tashkent Sheraton Hotel – Director HR 2003 – 2006 Kuwait Sheraton Hotel and Four Points by Sheraton – Director of Training £ 2005 – Awarded 1 st prize in terms of training results together with Westin Rome on the Top Ten within EAME £ £ Division in Starwood Hotels & Resorts SHERATON
4 EMPLOYER BRANDING What Creates Employer Brand? The objective of this presentation is to look at the most important elements that make the company an “Employer of Choice” by creating the Employer’s Brand for the associates who are the company’s internal clients and its most valuable asset. SHERATON
5 EMPLOYER BRANDING What is a Brand? A brand is a consistent product and/ or service that enables one to achieve premium pricing and loyalty SHERATON
6 EMPLOYER BRANDING What creates Employer Brand? Employer Branding Goals: • Consistency • Premium pricing – Value of the employees/ associates • Building long-term relationship and Loyalty SHERATON
7 EMPLOYER BRANDING Employer Branding What makes us aiming to be “The Employer of Choice” Talent Shortage – Fierce War for Talent £ Achieve Employee Engagement £ Talent Management – Learning & development £ Raising Employees’ expectations & confidence £ SHERATON “Your workforce is changing – Are you? ”
8 EMPLOYER BRANDING Employer Branding Customer Brand vs Employer Brand Customer Market – External Brand Talent Market – Internal Brand How to make this internal brand alive? £ £ Recruiting Tool – attraction, acquisition and hire Retention Tool – building trust & delivering the promise Culture Tool – Inclusivity/ Cultural diversity Employee Performance Tool – PMP It is the Employees/ Associates who walk the talk! SHERATON
9 EMPLOYER BRANDING Employer Branding Building Employee Value Proposition: Understand the focus Define each type of benefits (Functional, Economic, Psychological Benefits) £ Customer Focused (The Employee – Customer Mirror) £ £ SHERATON
10 EMPLOYER BRANDING Starwood Employee Value Statement “One Voice – One Vision” “We succeed only when we meet and exceed the expectations of our customers, owners and shareholders. We have passion for excellence and will deliver the highest standards of integrity and fairness. We celebrate the diversity of people, ideas and cultures. We honor the dignity and value of individuals working as a team. SHERATON
11 EMPLOYER BRANDING Starwood Employee Value Statement “One Voice – One Vision” We improve the communities in which we work. We encourage innovation, accept accountability and embrace change. We seek knowledge and growth through learning. We share a sense of urgency, nimbleness and endeavour to have fun too” SHERATON
12 EMPLOYER BRANDING Starwood Employee Value Statement 1. Consistency in meeting & exceeding expectations 2. Delivering excellence and highest standards 3. Celebrate cultural diversity - Inclusivity 4. Seek for knowledge & growth through learning and development SHERATON
13 EMPLOYER BRANDING Starwood Value Statement The Employee Value Statement helps £ Creating the Employer’s Brand £ Delivering the promise and builds Employee engagement £ Harmоnizing with business strategy. SHERATON
14 EMPLOYER BRANDING Starwood Value Statement The Employee Value Statement helps: Building credibility £ Вuilding allignment £ Energizing £ SHERATON
15 EMPLOYER BRANDING Building Employee Value Proposition £ £ Employee Value Customer Value Shareholder Value Community Value SHERATON
16 EMPLOYER BRANDING Service – Profit Chain Employee Customer Revenue Satisfaction Growth SHERATON
17 EMPLOYER BRANDING Employee Satisfaction “Star Voice”: Measures Employee Satisfaction £ Improves Employee’s Morale £ Raises Accountability £ Helps solving problems £ Defines problem areas and needs for training £ SHERATON
18 EMPLOYER BRANDING Assessing Employee Performance “PMP” – Performance Management Programme The companies, that use Employee Performance assessment programs, are more profitable than those who don’t. The HR Scorecard: Linking People, Strategy and Performance. The Harvard Business School Press SHERATON
19 EMPLOYER BRANDING Assessing New Employees Employers, who assess new employees before hire, invest in a more loyal, more productive and more accountable for the organization personnel. Human. Capital. Mag. com, May/June 2006 SHERATON
20 EMPLOYER BRANDING Where would you like to work ? SHERATON
21 EMPLOYER BRANDING Why Vita Futura ? SHERATON
22 EMPLOYER BRANDING What is Vita Futura ? Starwood’s Graduate Management Program designed by two Starwood management trainees, with an ambition to create a program that no other company could match. They believed that the best learning and the best training can only be achieved through a creative participation of the graduates themselves. SHERATON
23 EMPLOYER BRANDING Welcome to Vita Futura Dear Future Hoteliers, It gives me great pleasure to present you VITA FUTURA, our Graduate Management Program, which is offered thoughout Starwood’s EAME Division, with some placements available in the US. Our VITA FUTURA graduates tell us that joining the program was the best choice they made mainly as it offers flexibility to tailor the content Specifically to meet their changing needs. SHERATON
24 EMPLOYER BRANDING Welcome to Vita Futura We believe that all of our associates are unique. VITA FUTURA values each person by building on their existing skills and experience, and by opening the door to an exciting and challenging international career. I truly believe that this program is the best in the marketplace. I know it has and will continue to deliver real “stars” to our organization. If you think you have what it takes to succeed, then VITA FUTURA is the program for you. Roeland Vos President EAME SHERATON
25 EMPLOYER BRANDING The Aim of Vita Futura • Launched in the UK and Ireland in 1995. It offers opportunities throughout various continents, mainly in Europe, Africa and the Middle East. • VITA FUTURA aims to attract, develop and retain talented individuals with the ability to become great Starwood Leaders for tomorrow. SHERATON
26 EMPLOYER BRANDING How does Vita Futura Work The Organization provide the options. VITA FUTURA trainees make the choices. VITA FUTURA trainee simply chooses the options that are right for him/ her , usually with the advice of the Program Mentor and HR Department. Then, as the trainee develops, the program can be tailored to meet trainee’s needs. SHERATON
27 EMPLOYER BRANDING Vita Futura Framework SHERATON
28 EMPLOYER BRANDING Vita Futura Framework 1 st Stage: 8 months • 6 months in Operational Departments: i. e. FO, Concierge, Housekeeping, Reservations, Kitchen/ Stewarding, In-room Dining, Bar, Restaurants, Banqueting • 2 months in any other Administrative Departments: i. e. Events, F&B Control, S&M, HR, Finance, 6 Sigma, Revenue Management SHERATON
29 EMPLOYER BRANDING Vita Futura Framework 2 nd Stage: 6 months in two chosen by VITA FUTURA Trainee Departments – 3 months per Department 3 rd Stage: 6 - 8 months in a chosen Department to specialize Full Length of the Program : 18 – 22 months SHERATON
30 EMPLOYER BRANDING Benefits of Vita Futura SHERATON
31 EMPLOYER BRANDING What are the benefits of being a Vita Futura ? Internal Networking Specialized VITA FUTURA Training: • Teambuilding • Interpersonal skills training • Presentation Skills Training • Sales & Marketing Training • Finance Training / Revenue Management “Be Our Guest” room discount rate Competitive Salary Excellent Career Fast Track Opportunity to work in a different country SHERATON
32 EMPLOYER BRANDING Recruitment for Vita Futura • Applications are screened for suitable candidates • Suitable candidates are invited for behavioral interview and testing • Successful candidates will then be put forward to attend an assessment centre in April/ May SHERATON
33 EMPLOYER BRANDING Application Process Vita Futura • Applications are sought from candidates BD graduates who are fluent in English • Required 1 year experience within the industry through study or employment • Recruitment generally begins in October for entry the following September. SHERATON
34 EMPLOYER BRANDING What happens after Vita Futura SHERATON
35 EMPLOYER BRANDING Vita Futura Successes SHERATON
36 EMPLOYER BRANDING Bulgarian Vita Futura Trainee Factfile: Aleksandar Prashkov Birthday: 6 th December 1985 Home country: Bulgaria Current location: Sheraton Grand Hotel & Spa Edinburgh, UK Education: BD in Hospitality Management Hotelschool The Hague, NL SHERATON
37 EMPLOYER BRANDING Bulgarian Vita Futura Trainee Motto: Plan for the best & prepare for the worst Hobby: High-tech gadgets, swimming, travelling What brought me to VF: Hard work, some luck & stubbornness and persistence Highlights VF: Really just being able to switch Dept. , meet most of the people working in the Hotel Fun Key Learing: Pay attention to details & don’t lose the big picture (learned when set up wrong conference room for an event) Aspiration: To be a Dept. Manager SHERATON
38 EMPLOYER BRANDING Vita Futura Class 2008 SHERATON
39 EMPLOYER BRANDING Interested other positions at Starwood • Four Points by Sheraton Hotels • Sheraton Hotels & Resorts • Aloft by W Hotels • Le Meridien • The Luxury Collection • Westin • St Regis Hotels & Resorts SHERATON
Interested in other positions at Starwood ? CONTACT DETAILS: web: starwoodvitafutura. com Email: vita. futura@starwoodhotels. com Thank you! SHERATON
More about Ina Masleva: I’M Consulting CONTACT DETAILS: Tel. +359 2 828 18 17 Mobile: 0888 810 318 Email: imasleva@mail. bg Thank you! SHERATON
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