Are you struggling to find the perfect unicorn candidate? Booking.com understands your frustration. They need a global talent pool to support their platform – just imagine if you needed a UK-based Norwegian-speaking customer service representative! Booking.com’s dream team has cracked the code for recruiters.
Building an A-Team Forget about scrappy startups that only have a single intern to handle recruitment. Booking.com has a team of 20 people that handles employer branding, recruitment marketing and early career. This team goes above and beyond simply posting generic job advertisements. They dig deep (think extensive interviews) to learn what makes Booking.com tick. What motivates employees to get up in the morning and tackle their workday? Booking.com offers unique benefits that no other company can match.
The Secret Sauce Booking.com discovered the four key pillars that make up their Employer Value Proposition.
- Belonging Fostering an inclusive and welcoming culture in which everyone feels valued.
- Training: Provide opportunities for employees to grow in their careers and skills.
- Discover: Encourage a spirit curiosity and exploration both within and outside the travel industry.
- Impact Empowering staff to make a difference in millions of people’s travel experiences.
More than a job, it’s a journey: Booking.com mission statement perfectly captures the essence of their company. Booking.com is not only selling jobs; they are offering the chance to be a part of something larger, a voyage of exploration and discoveries. Travel enthusiasts are the exact talent pool that they want to attract.
Engaging Wanderlust within: But employer brand goes beyond crafting an appealing mission statement. Booking.com knows the importance of engagement. How they turned their employees into brand advocates is shown below:
- Fueling The Travel Bug: An online community dedicated to employees allows them to share stories, photos and travel tips. This fosters a passion for exploration.
- Employee Advocate Program: By providing employees with content that is easy to share, Booking.com encourages them to spread the message on social media.
- Personal branding powerhouse: It’s not just about company branding. Booking.com offers workshops to help employees build strong online personal brands. This creates a win-win scenario where employees gain professionally and Booking.com gains a stronger employer brand.
- Going global: Booking.com’s world tour, interviewing Booking.com employees all over the globe, is not just another PR stunt. The tour highlights the diverse and vibrant workforce of Booking.com, which further cements their employer brand.
Measuring success: It’s not just about vibes: Sure a happy workplace is great, however Booking.com goes far beyond the feel-good stories. tracks website performance, campaign participation rates, and hirings per event in order to measure the success of their employer brand efforts. They also use the Employer brand index ( EBI ) in order to gain valuable insight into employee perception and sentiment. These data allow them to show the tangible impact of employee branding to all stakeholders within the organization.
As they say, the proof is in a pudding. Booking.com has been awarded the Great place to Work certificate for their employer branding efforts. Booking.com has attracted top talent and fostered a dedicated workforce thanks to its innovative employer branding strategy.
Are You Ready to Unleash Wanderlust in Your Company’s Employer Branding Connect with Sandra Petschar on LinkedIn and learn how you can build your employer branding dream team in order to attract the brightest and best talent! contact to embark on your employer brand journey.
