How to Build a Strong Employer Brand to Attract Hospitality Candidates

It takes a whole concoction of strategies to find, hire, and keep top talent in the hospitality industry. Competitive pay and flexible work arrangements help, but they’re not the only factors that make candidates want to work for you. One thing many hospitality businesses overlook is their employer brand.

Your employer brand is what people think and say about your business as a workplace. It’s the reputation you build—whether you’re actively shaping it or not. A strong employer brand makes people excited to work for you and helps you attract (and keep) the best hospitality staff around.

So, how do you build a brand that stands out? Let’s break it down.

What Is an Employer Brand (And Why Should You Care)?

Think of your employer brand as your business’s personality when it comes to hiring. It’s how job seekers perceive you—whether through word of mouth, social media, or employee reviews.

A strong employer brand helps you:

• Attract better candidates who actually want to work for you
•  Keep great employees around for longer
• Stand out from competitors who are also trying to hire

If you don’t define your employer brand, people will do it for you—through reviews, employee experiences, and social media. That’s why it’s so important to take control and create a brand that reflects the kind of workplace you want to be.

5 Ways to Build a Strong Employer Brand

A strong employer brand helps you attract and retain the right hospitality candidates, making hiring easier and improving staff morale. But what actually makes a great employer brand? 

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1. Define What Your Business Stands For

People want to work for businesses that align with their values. So, what’s important to your team? Is it teamwork? Great service? A fun, supportive culture?

Take a moment to think about what sets you apart. Ask yourself:

• What’s the vibe of your workplace?
• What do your best employees love about working for you?
• How do you support your team beyond just paying them?

Once you’ve got this down, make sure it’s reflected in everything from your job ads to your website and social media.

2. Show (Don’t Just Tell) What It’s Like to Work for You

Saying “we have a great workplace” isn’t enough—candidates want proof. The best way to do that? Let your employees do the talking. One great way to do this is to get a potential hire in contact with one of your current employees for a chat. This is a great way for potential hires to get a good idea about the culture, that’s not from someone directly involved in the business (e.g. an owner). Some other ways are to:

• Share behind-the-scenes moments on social media. Give a sneak peek into daily life, from team meetings before a big service to the Christmas party.
• Post real employee stories and testimonials. Ask staff members to share what they love about working for you. A quick video or written testimonial can go a long way.
• Highlight team events, milestones, or just fun moments at work. Show your culture in action, whether it’s a staff night out, or celebrating a busy shift well done.

People trust real experiences more than company statements, so give them an inside look at what working for you is really like.

3. Offer More Than Just a Paycheck

Money matters, but it’s not the only thing people care about when choosing a job. The best hospitality employers go beyond the basics to create a workplace people actually enjoy being part of.

Think about what you can offer, such as:

• Flexible shifts to support work-life balance. Hospitality jobs can be demanding, so giving employees more control over their schedules is a huge plus.
• Staff meals, discounts, or team perks. A free meal on shift, a discount at your restaurant, or access to industry events can make a difference.
• Opportunities for training, upskilling, and career growth. Many hospitality workers are looking to develop their skills. Offering on-the-job training makes you a more attractive employer.
• A positive, supportive team environment. People want to feel valued and part of a team. A great work culture makes your business somewhere people want to stay.

Even small things—like recognising great work or celebrating team wins—can make a big difference in attracting and keeping great staff.

4. Build a Reputation That Attracts Talent

A strong employer brand isn’t just about what you say—it’s about what people say about you. Word travels fast in hospitality, and the best candidates want to work for businesses that have a great reputation.

So, how do you build that reputation?

• Encourage employee reviews. Sites like Glassdoor, Seek, or even Google Reviews give potential hires insight into what it’s really like to work for you. Happy employees will naturally spread the word but don’t be afraid to ask them to leave a review.
• Maintain a great workplace culture. Treat your staff well, support them, and create an environment where they enjoy coming to work. If your current team is happy, they’ll tell others, and you’ll attract more quality candidates.
• Get involved in the industry. Sponsor local events, or partner with other businesses in your area. The more active you are in the industry, the more people will recognise your brand as a great place to work.

A strong employer brand isn’t just built from the top down—it’s built by the people who work for you every day. When your reputation speaks for itself, the best candidates will come to you.

5. Stay Authentic to Your Brand

When it comes to your employer brand, transparency is key. Be open about your workplace culture—both the highs and the challenges. No company is perfect, and candidates appreciate honesty about what it’s really like to work for you. Share what you’re doing to improve and grow, and show that you’re always looking for ways to make your workplace better.

If your team knows you value their input and are open to feedback, they’ll feel more invested in the company, and that energy will shine through when speaking to potential hires. Being upfront about who you are will help you attract people who genuinely want to be part of your team.

To do this:

• Share your challenges. Talk about the obstacles your team faces and how you work together to solve them. It makes you more relatable and shows you're committed to growing as a team.
• Keep things consistent. Make sure the experience of your job ads, interviews, and employee testimonials all match the actual day-to-day experience. If there’s a mismatch, candidates will catch on.

By staying true to your values and showing what your company is really like, you’ll attract people who genuinely connect with your mission and culture. That makes for happier employees and better retention in the long run.

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How Sidekicker Can Help You Attract Top Hospitality Talent

Building an employer brand takes time, but Sidekicker can make hiring the right people easier.

Here’s how we help:

• Hire pre-vetted hospitality staff – Find experienced, ready-to-work candidates quickly.
• Fill roles fast – 90% of jobs are filled within an hour, so that means no more scrambling when staff call in sick. We help you get great workers on short notice.
• Save on hiring costs – Our platform is 30% more cost-effective than traditional recruitment agencies.

Attracting the right talent is easier when your brand speaks for itself. And if you need help finding top hospitality staff quickly and cost-effectively, Sidekicker’s platform is here to support you with pre-vetted, ready-to-work candidates. Focus on your business, and let us take care of the hiring!

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