The Westin Garden City, Mumbai hired staff through an innovative recruitment drive. General manager Jan Bundgaard says this helps candidate identify better with the brand.
Why did you choose a mass recruitment drive for the upcoming Westin Garden city property?
A mass recruitment drive has become close to a “standard procedure” for opening hotels with Starwood Hotels & Resorts for several reasons.
Other than being a practical means of reviewing a large number of candidates in a short period of time, it also allows the potential employer and candidate to meet in an environment that evokes the brand values and therefore will allow the candidate to identify himself with the brand and hopefully motivate him or her to outperform in the interview process.
A successful mass recruitment drive also serves as an initial direct and indirect communication to the trade in the community about the brand, thus strengthening its image as a future employer for high potential candidates.
How did you bring awareness about this recruitment campaign?
We strategically advertised ensuring that we would emotionally connect with the right possible pool of candidates. We also executed an e-mail campaign feeding the starving grapevine with positive news especially in these challenging times.
We also believe that word of mouth is probably our best form of advertising. The team of associates we have on board are our strongest ambassadors and their word of mouth is our best endorsement.
What was the initial response?
The turn-out was very positive and in terms of numbers it was more than what we expected. Though we had planned to complete the screening and first round of interviews, the numbers were so large that we had to re-schedule the first round of interviews to a future date and just focus on the initial screening process.
What are you looking for in prospective employees?
We are looking for what cannot be taught–a passion for the industry, talent and intelligence relevant to their specific field combined with a desire to learn, the right attitude, the ability to work within teams, humility, confidence and a high level of integrity.
How did you reach out to talented hoteliers in other properties? Surely there was some poaching involved?
We have not been involved in any poaching at all. We believe that our brand is exciting enough to ensure that the candidate profiles we are looking for are encouraged to apply and so far this has been a fact.
Did internal staff take part?
Absolutely, however, as we do have a very effective internal transfer and talent review process in place, this activity has been in effect since Starwood announced their Westin footprint coming to Mumbai.
Has the group tried a similar approach for other Starwood properties worldwide?
Yes, when we opened the Westin Kuala Lumpur in Malaysia. Again, it was very successful especially because of the perceived value of the brand and the many new concepts that we brought to the city.
What do you think about the manpower situation in India?
There is a lot of great talent here in India supported by a good educational infrastructure. I am very excited and look forward to seeing the successful candidates go through our Westin brand trainings and perform “on stage” to delight each and every guest of our in the very near future.
What would you say the brand brings to India?
Westin is a very innovative lifestyle brand that stands out by itself. It appeals to the humble, confident, successful traveller or diner, who wants to feel “one step ahead” in an environment of efficient and friendly services and products and facilities that challenge his imagination and make him live his best life.
Mumbai being one of the major global cities is in my opinion in need of such a choice for its visitors and the local community and there is no reason why we cannot provide it here, with the quantity of great talent and passion I have seen to date.
