Sixty-two percent of hospitality employers are taking steps to strengthen their employment brand to prepare for when the economy turns around.

As the nation works toward recovering from one of the steepest downturns in U.S. history, hospitality employers are preparing now for when the economy rebounds, according to a new CareerBuilder survey.

Hospitality employers are working to remedy the fallout of a grueling economy. The U.S. has lost 6.5 million jobs since the recession began in December 2007, according to the Bureau of Labor Statistics.  In addition to layoffs, CareerBuilder抯 survey found 41 percent of hospitality employers have cut certain benefits or perks at their organizations in 2009.  Bonuses, medical coverage and 401(k)-matching topped the list of areas most affected.

Of those hospitality employers that have had layoffs, 23 percent said it had adversely impacted their employment brand.  As a result, a greater emphasis is being placed on internal and external communications to improve employment brands.

Thirty-seven percent of hospitality employers with employment brands are communicating more frequently with employees about company successes and 33 percent are promoting company successes and awards through press releases. 

Hospitality employers are also revising recruitment messaging and investing more in promoting career advancement, flexibility and a work culture that values employees:

• 19 percent are outlining potential career paths for current and future employees
• 24 percent are offering more employee recognition programs
• 26 percent are offering more flexible work schedules
• 20 percent are revising job listings to emphasize a positive work culture
• 12 percent are revising recruitment materials
• 16 percent are revamping their company career sites

Other measures being taken to prepare for when the economy turns around include:

• 39 percent are planning a new marketing strategy
• 22 percent are working on a new product line or enhancing existing products
• 8 percent are ramping up training programs
• 10 percent are implementing a new succession plan

Survey Methodology

This survey was conducted online within the U.S. by Harris Interactive on behalf of CareerBuilder among 2,543 hiring managers and human resource professionals (employed full-time; not self-employed; with at least significant involvement in hiring decisions; non- government) ages 18 and over between February 20 and March 11, 2009 (percentages for some questions are based on a subset of U.S. Employers, based on their responses to certain questions). With a pure probability sample of 2,543, one could say with a 95 percent probability that the overall results have a sampling error of +/- 1.94 percentage points. Sampling error for data from sub-samples is higher and varies. 

For more information, visit www.careerbuilder.com