A few months ago the Hotel Solea, in Fai della Paganella, started sharing a series of videos on their social media channels, in which some of their employees describe their role and work inside the hotel, and in particular their lives in Fai della Paganella.
We were intrigued by this campaign because it seemed to be aligned with some of the concepts set out in our Values Charter. We asked Lisa Härtel, a consultant at tt•consulting, the company that guides the communications policy of Hotel Solea, to tell us what inspired these videos.
Concept 1: it is the company that has to approach potential employees.
Like many tourist-based companies and services, Hotel Solea also found itself having to deal with a difficult situation for staff recruitment. It is well documented how the Covid-19 crisis has made a complicated situation even worse as regards the recruitment of staff for the hospitality sector. It has become obvious that strategies that worked in the past, do not work any more. “Nowadays it is not workers who approach employers, but the reverse,” observed Lisa. “Traditional work advertisements are simply no longer adequate. The large numbers of CV’s that used to arrive will not be arriving any longer. A change in perspective is necessary, and today it is the employer who has to search and ‘send an attractive CV’ to potential employees.” This led to the idea of a campaign to reach a large number of potential workers (especially the youngest ones) using the main social media channels. The video protagonists are the Solea staff, who talk about their experiences in first person.
“Obviously these videos are aimed mainly at potential employees. But some of the guests are also enthusiastic about them, which can only be a good thing. I suppose that seeing how happy the staff are with their jobs makes a stay at the hotel even more enjoyable.”
Concept 2: not just where you work but also where you live is an important factor (especially after the last two years).
In each of the videos (five have been published to date) an employee describes their role within the company and how they pass their free time in Fai della Paganella. “Linking the Solea with life in Fai della Paganella was important for these videos. It shows not just how nice it is to work at the Solea, but above all how lovely it is living in Dolomiti Paganella. Because for many people it is not just the job but also the place they live that plays an important role, and this is even more true after the last two years of the pandemic, because Fai della Paganella really offers everything. Beautiful mountains, living close to nature, and loads of outdoor activities for enjoying the fresh air is exactly what many people are looking for, especially after Covid. This is why we wanted each employee to tell their own personal story, so that potential new employees could identify with them, or at least reflect that a life like this, with a different perspective on the world, might also be right for them.”
Concept 3: the practice of internal marketing becomes ever more important.
“We think that the employees are the decisive factor for any company. Without them nothing works. This is why it is important to invest in them, taking a long-term perspective, even more so at a time when it is increasingly difficult to find qualified staff. The practice of internal marketing will certainly become even more important in the future than it already is,” concludes Lisa.