We all know how tight this job market is. How can we as employers attract the best talent? How can we differentiate ourselves from other employers in our space and against competing asset classes?

At Castell@College, we speak with graduating seniors about the diversity of career pathways in hospitality, interviewing, negotiating, networking and managing difficult conversations. We survey students and listen to their thoughts, interests and concerns about their upcoming job search and provide guidance.

Here is what they say they hope for from their future employer.

Graduates want to contribute and be recognized for their work. They have always gotten feedback via their grades. And many grew up in a world where everyone was an MVP. Sound over the top? Maybe, but it is part of their DNA, and it motivates them to work hard to receive their “A’s.” I remember evaluating one employee who believed that “meeting requirements” was sufficient for a promotion until I explained that they needed to “exceed requirements” to rise. Thoughtful guidance coupled with positive affirmation goes a long way toward employees feeling valued. Students hope to find a company where that approach is baked into the culture. How do they know that this is part of the company culture? They know.

Students are afraid of being trapped in jobs that deny them enjoyment of family and other aspects of their lives. They may have seen the cost of their parents raising latchkey kids.

They studied remotely and believe they understand how much they can deliver virtually. They don’t share our concerns about how corporate culture was impacted because they didn’t live it.

Graduates are looking for flexibility in virtual versus on-site work and also in managing their personal and vacation time. They want to contribute fully. So why not be flexible if the job gets done?

Young job seekers want to tell their friends that they are proud of the work they do and of the company they work for. They will ask themselves if their job is solving a problem, contributing to sustainability or aiding the greater good. This can translate in many ways, whether it be the mission of the organization or delivery of commitments to charitable organizations.

Is this a new hotel concept which will be an integral part of the community or offer a service like wellness? Is the hotel company committed to sustainability? Does the company offer time and funding to philanthropic initiatives and do they encourage their staff to participate?

Most people enjoy working with others on a common goal — being part of an organization — but this is more important than ever. Being isolated during the pandemic was hard on everyone, especially students who were in a dorm room by themselves and on Zoom for their classes. Recognize that we are recovering from that, and as employers we need to teach collaboration and camaraderie, even in an environment where people don’t work on site every day.

There are many ways to accomplish this, but for heaven’s sake, don’t think of it as a once-a-year splash, but rather an ongoing commitment to team-building. Sometimes getting to know your employees, inviting them to join meetings, asking and acknowledging their point of view makes all the difference.

Yes, pay is paramount. It’s part of the package that tells employees that they are valued. You don’t have to offer the absolute highest pay to attract talent but you do have to offer the most desirable total package of the elements listed here.

In the age of social media, money is discussed openly. We learned that salary has a higher value to these new employees than benefits, bonuses, profit share, and 401K matching. Why? They may not really understand other benefits, may not trust them and may be more focused on immediate gratification.

When you were in your twenties, were you worried about retirement or getting sick? These kids felt the Great Recession, lived a decade where there was only growth and then survived a pandemic. They’ve seen friends and family lose jobs, take pay cuts and companies withdraw bonuses. If the monetary value of an offer is wrapped up in benefits and bonuses, it may take a thoughtful discussion to win the new employee.

Why should we consider these “trends” in attracting talent? Exactly for that reason. It’s a market for job seekers and great talent has choices when it comes to employment. And when we are building a team, we want great; we want employees who are passionate about their careers, interested in their growth opportunities, think outside the box and believe they are valued. It incentivizes hard work, loyalty and commitment.

Fern Kanter recently retired from CHMWarnick, where she was managing director and executive vice president.

The opinions expressed in this column do not necessarily reflect the opinions of Hotel News Now or CoStar Group and its affiliated companies. Bloggers published on this site are given the freedom to express views that may be controversial, but our goal is to provoke thought and constructive discussion within our reader community. Please feel free to contact an editor with any questions or concern.

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