Social media usage in hotel human resources: recruitment, hiring and communication

• Published in: International journal of contemporary hospitality management 2015-03, Vol.27 (2), p.170-184
• Main Authors: Gibbs, Chris, MacDonald, Fraser, MacKay, Kelly
• Format: Article
• Language: English
• Subjects: Brand image in tourism; Employees; Employment; Hospitality industry; Hotels & motels; Privacy; Recruitment; Social networks; Tourism & hospitality; Tourism & hospitality management/marketing
• ISSN: 0959-6119; 1757-1049
• DOI: 10.1108/IJCHM-05-2013-0194

Purpose – The purpose of this study is to explore the use and non-use of social media (SM) by North American hotels for human resource (HR) activities. Design/methodology/approach – This exploratory study used an online survey and a sampling frame of 1,711 North American hotels with 300 or more rooms, excluding economy properties. With a response rate of 17.1 per cent and a defined population, data were weighted to reflect the midscale, upscale and luxury market classes. Findings – Slightly more than half of North American hotels use SM for HR activities. Higher service level hotels are related to SM HR use generally; midscale properties report higher usage for internal communication. Use of SM in hotel HR is more focused on marketing versus recruitment activities. Research limitations/implications – The generalizability and, therefore, implications are limited to North American hotels, midscale or higher with 300 or more rooms. Future research should complement this broad-based study by delving more deeply into rationale for HR communication over hiring functions for SM and its overall adoption for HR in the hospitality industry. Practical implications – This study provides an understanding of how SM is being used and its perceived usefulness across a variety of HR activities. The findings will inform the application of SM for hotel HR purposes. Originality/value – This is the first empirical study about SM and HR practices in the North American hotel industry.