Tourexpi
Accor, a world-leading hospitality group, today
launches its new Employee Value Proposition (EVP) – “Hospitality is a Work of
Heart” – as it seeks to showcase the blend of heartfelt experiences and
hospitality artistry that forms its unique Talent culture while demonstrating
what it means to work in the broader industry and ultimately renewing a sense
of enchantment for the sector.
The new EVP signature is a response to the
ever-evolving hospitality Talent landscape which has undergone significant
change in recent years. The pandemic significantly impacted staffing levels
across the global hospitality industry and gave rise to the "great
resignation”. The whole industry has faced the challenge of labour scarcity,
navigating through unprecedented hurdles in recruitment and retention efforts.
Today people are increasingly searching for
well-being in the workplace, better work-life balance, and purpose-driven jobs.
The new generation of Talent is actively seeking transparency and authenticity,
recognizing these values as foundational pillars for their professional
fulfilment and engagement. To remedy this, the sector needs to highlight its
unique strengths while transparently acknowledging the inevitable challenges it
faces, all the while cultivating an environment of authenticity. Accor is dedicated
to bringing a new shine to the hospitality industry, reaffirming its
long-standing commitment to fostering innovation and creating meaningful
opportunities for its people.
Accor is focused on attracting, developing and
retaining Talent. At Accor, people are at the heart of everything we do. People
make up the very DNA of the Group and Accor has created a strong employer brand
centered around nurturing 330,000 Talent working across its expansive network
spanning 5,500+ hotels in 110 countries and 45+ brands from ultra-luxury to
economy. Everyone who works in the Accor network is a Heartist®, a shared
identity and culture which creates a community of empowerment. Being a Heartist®
is about the art of connecting with others in an authentic way. The new EVP
signature is the Heartist® experience perfectly distilled: “Hospitality is a
Work of Heart”.
The EVP is built upon and brought to life through
four core pillars, each encapsulating the distinctive benefits of working for
Accor:
"Be All You Are" – represents the
diverse and inclusive culture Accor has fostered which celebrates autonomy,
creativity and individuality. The Group has created an internal network
called RiiSE to promote gender equality & diversity, eliminate
all forms of discrimination and harassment, and empower women within the
company. The network also offers mentoring opportunities for its members.
Currently, 28% of Accor’s hotel general managers are women, and as part of this
pillar, the Group will continue to strive toward its target of 40% by the end
of 2025. Additionally, we take pride in our partnership with IGLTA, a
leading global network of LGBTQ+ welcoming tourism businesses, to ensure that
hospitality is an inclusive space for all.
"Grow & Create Your Path" –
represents the Group’s deeply ingrained culture of learning. Hospitality is a
‘School of Life’, functioning as a true social elevator, and Accor provides
boundless training opportunities with programs such as Reveal Talent which
was created to boost the career development of Heartists® that haven’t
undertaken higher education. Accor Academy, established for over 30 years,
offers employees training programs covering various areas such as brand
immersion, luxury, and revenue management. In total and across all its many
initiatives, Accor provided over 6 million hours of training benefiting more
the 190,000 employees worldwide in 2023 alone, and has more than 250
partnerships with schools and universities around the world.
"Work with Purpose" – represents
Accor’s commitment to providing Heartists® with the opportunity to create
memorable experiences for guests while making a positive and sustainable
impact. The Group pioneered its School For Change sustainability
learning journey which provides Talent with knowledge and solutions to address
environmental and social challenges. Accor promotes volunteering initiatives
like Heartists for Good, which encourages Heartists® to engage by
allocating one day per year for volunteer activities during their working
hours.
“Enjoy & Feel Valued" – represents
Accor’s recognition and appreciation of its Heartists'® dedication. The Group
is dedicated to fostering a culture of feedback and continuous listening to
better understand the evolving environments of its teams. Initiatives such as
the Bernaches Awards, which recognize outstanding projects led by Accor's
employees each year, and the All Heartist® Employee Benefit program, which
allows every employee to enjoy benefits across various domains in the
hospitality universe (Travel, Gourmet, Wellness, and Sport), further exemplify
Accor’s commitment to its workforce.
Steven Daines, Chief Talent & Culture Officer
Accor, commented: “Hospitality has the unique power to create and
accelerate career opportunities; it is a world like no other. Our new Employer
Brand signature – Hospitality is a Work of Heart – illustrates not only the
beauty of working at Accor, but also aims to attract Talent to join what is a
blessed industry. I’m proud to unveil our new Employee Value Proposition as we
continue to rally our teams of Heartists®, across all functions, countries,
divisions and brands as part of our ambition to change lives. Working in hospitality
is more than just having a job – it's an opportunity to work with passion and
embark on a journey of the heart.”
Image
Credit: © Accor
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