Employer Branding in Hospitality: How Intercontinental Hotel Budapest Attracts and Retains Gen Z Talent

Shakuzada Nurzhannet (2025) Employer Branding in Hospitality: How Intercontinental Hotel Budapest Attracts and Retains Gen Z Talent. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

The aim of this thesis was to study employer branding's effects on attracting and keeping Generation Z workers in hospitality, using Budapest's Intercontinental Hotel as a study. The research aimed to understand which elements of employer branding are most valued by young professionals; additionally, it sought to understand how current employer strategies align with these expectations. The study also aimed to identify the core challenges and some opportunities in the improvement of employer attractiveness for this particular target group. Structured interviews with employees, coupled with semi-structured interviews of HR and F&B managers, gave a full view of employee experience and employer thought. The research confirmed salary and financial benefits remain the most influential factor in job choice and retention for Generation Z employees. In addition, various opportunities in career development, flexible working conditions, and a positive workplace culture were indeed identified as key motivators for young professionals. However, findings also revealed employees perceive a certain lack of clarity regarding career progression and believe employers partially understand their needs and expectations. The study further revealed that digital recruitment channels, especially social media and job boards, remain quite effective for engaging Generation Z candidates. Meanwhile, high job stress along with work-life balance issues surfaced as challenges inside of the hospitality sector. These findings align to existing literature, but also highlight areas in which employer branding strategies can be improved. Based on research results, a number of managerial recommendations were then proposed. Employers are advised to strengthen their digital recruitment presence, ensure sufficiently competitive salary and benefits, promote mostly clear career development pathways, offer generally flexible scheduling, and foster an acceptably supportive workplace culture. Addressing job stress and maintaining constant dialogue with employees over their expectations will additionally improve employer attractiveness and retention. Incorporating some employee feedback into certain HR strategies will then help ensure that employer branding still remains aligned to the specific needs of Generation Z. Overall, this study contributes valuable understandings for hospitality employers seeking to attract as well as retain young talent in an increasingly competitive labour market. Organizations can build stronger engagement and reduce employee turnover by way of aligning employer branding strategies with the true expectations of Generation Z.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Vendéglátás Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Turizmus-vendéglátás

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	employer branding, Gen Z, hospitality, hotel, human resources
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2026. Ápr. 09. 15:01
Utolsó módosítás:	2026. Ápr. 09. 15:01

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