Employer Branding
SHERATON BRAND
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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
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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 1st prize in terms of training results
together with Westin Rome on the Top Ten within EAME

Division in Starwood Hotels & Resorts
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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.
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What is a Brand?
A brand is a consistent product and/ or
service that enables one to achieve
premium pricing and loyalty
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What creates Employer Brand?
Employer Branding Goals:
• Consistency
• Premium pricing – Value of the
employees/ associates
• Building long-term relationship and
Loyalty
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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

“Your workforce is changing – Are you?”
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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!
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Employer Branding
Building Employee Value Proposition:

Understand the focus
 Define each type of benefits (Functional, Economic,
Psychological Benefits)
 Customer Focused (The Employee – Customer Mirror)
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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.
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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”
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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
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Starwood Value Statement
The Employee Value Statement helps
 Creating the Employer’s Brand
 Delivering the promise and builds Employee
engagement
 Harmоnizing with business strategy.
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Starwood Value Statement
The Employee Value Statement helps:
Building credibility
 Вuilding allignment
 Energizing

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EMPLOYER BRANDING
Building Employee Value Proposition




Employee Value
Customer Value
Shareholder Value
Community Value
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Service – Profit Chain
Employee  Customer  Revenue
Satisfaction
Satisfaction
Growth
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Employee Satisfaction “Star Voice”:
Measures Employee Satisfaction
 Improves Employee’s Morale
 Raises Accountability
 Helps solving problems
 Defines problem areas and needs for training

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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
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Assessing New Employees
Employers, who assess new employees before
hire, invest in a more loyal, more productive and
more accountable for the organization personnel.
HumanCapitalMag.com, May/June 2006
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Where would you like to work ?
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Why Vita Futura ?
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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.
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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.
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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
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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.
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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.
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Vita Futura Framework
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Vita Futura Framework
1st 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, 6Sigma, Revenue Management
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Vita Futura Framework
2nd Stage: 6 months in two chosen by VITA
FUTURA Trainee Departments – 3 months per
Department
3rd Stage: 6 - 8 months in a chosen Department
to specialize
Full Length of the Program : 18 – 22 months
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Benefits of Vita Futura
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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
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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
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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.
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What happens after Vita Futura
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Vita Futura Successes
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Bulgarian Vita Futura Trainee
Factfile: Aleksandar Prashkov
Birthday: 6th December 1985
Home country: Bulgaria
Current location: Sheraton Grand Hotel &
Spa Edinburgh, UK
Education: BD in Hospitality Management
Hotelschool The Hague, NL
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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
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Vita Futura Class 2008
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Interested other positions at Starwood
• Four Points by Sheraton Hotels
• Sheraton Hotels & Resorts
• Aloft by W Hotels
• W Hotels
• Le Meridien
• The Luxury Collection
• Westin
• St Regis Hotels & Resorts
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Interested in other positions at Starwood ?
CONTACT DETAILS:
web: starwoodvitafutura.com
Email: [email protected]
Thank you!
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More about Ina Masleva: I’M Consulting
CONTACT DETAILS:
Tel. +359 2 828 18 17
Mobile: 0888 810 318
Email: [email protected]
Thank you!
SHERATON
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