When I was invited to speak at the Legal + Workforce Symposium: Legal Insights for Hospitality and Tourism, presented by the Tennessee Hospitality & Tourism Association in partnership with The Department of Labor & Workforce Development, I was asked a question that gets to the heart of today’s talent challenges:
“Wendy, we know your team helps brands tell their story—what are hospitality employers getting right (or wrong) when it comes to how they market themselves to potential hires?”
My response was rooted in what we call Strategic Brand Positioning to Retain and Recruit Top Talent—a concept more employers must put more effort into if they want to compete in today’s shifting workforce landscape.
Employer Branding Is Not Just a Buzzword—It’s a Business Strategy
In most organizations, marketing is focused on customers. We promote our products, services, events, and experiences—but one of the most overlooked marketing assets is the employer brand – and yet, this is the very thing that shapes the kind of talent you attract, how long they stay, and how deeply they engage.
If your business is facing staffing shortages, high turnover, or employee disengagement, it might be time to ask:
“Are we positioning ourselves as a place people want to work—or just a place they end up?”
The First Step: Understand Your True Brand Perception
You can’t change what you don’t measure. That’s why I tell leaders: before you position your brand to attract talent, you must understand how your brand is currently perceived—internally and externally.
That means going beyond your leadership team’s perspective and doing the real work:
Talking to your employees
Talking to your customers
Talking to your vendors and partners
Their perception is your brand reality—even if it’s not 100% accurate. Because perception is their truth – and that perception shapes what your future employees hear, see, and believe about your business before they ever step in for an interview.
Six Ways to Position Your Brand to Attract Top Talent
Here are the six essential steps I shared at the symposium that can help hospitality employers use strategic brand positioning to strengthen recruitment and retention efforts:
1. Align Guest-Facing and Employee-Facing Brand Experiences
If your guests consistently rave about their experience, it’s often because your team members feel valued.
They are hopeful about growth, supported in their roles, and aligned with your brand promise.
It’s a virtuous circle: employees who feel respected create exceptional guest experiences—and vice versa.
Break the cycle, and both your reputation and retention will suffer.
2. Create Employee Personas to Attract the Right-Fit Candidates
Just as marketers build customer personas, HR and marketing teams must collaborate to define employee personas.
Who thrives in your culture? What values do they share? What motivates them?
From the front desk to the back office, this insight guides better hiring decisions and stronger onboarding strategies.
3. Use Culture as a Talent Magnet, Not Just a Mission Statement
Your culture isn’t your ping-pong table or your Friday socials. It’s how people feel when they show up to work.
Authentically highlight the way your company lives its values—don’t just write them on the wall.
That’s what attracts people who want more than just a paycheck.
4. Ensure Branding and Leadership Are Aligned
If your marketing promises one thing, but your leadership delivers another, you will lose trust—fast.
Leaders must embody the brand they promote, and marketing should reflect the real values upheld within the workplace.
5. Communicate Purpose to Drive Retention and Engagement
A sense of purpose at work drives loyalty. Period.
Especially among Gen Z and younger millennials, people want to know they’re contributing to something meaningful.
Communicate the “why” behind the work—and connect it to your brand’s broader mission.
6. Track Your Employer Brand ROI Through Data
If you’re not tracking your employer brand’s performance, you’re flying blind.
Monitor key metrics like:
Time-to-hire
Employee referral rates
Retention and turnover
Candidate satisfaction surveys
Glassdoor/Indeed reviews
These insights will tell you what’s working—and what needs to evolve.
Final Thoughts: Your Brand is Bigger Than Your Logo
Your brand is what people say about you—when you’re not in the room.
- It’s what employees tell their friends after a shift.
- It’s how candidates feel when they scroll your job listings.
- It’s the emotional imprint you leave on every person who interacts with your business.
In highly competitive industries, the businesses that succeed aren’t just visible—they’re believable.
And in today’s workforce, believability is built through alignment, authenticity, and purpose.
If you want to elevate your employer brand, recruit better talent, and reduce turnover—start treating your employer brand with the same strategy and care as your customer-facing brand. However, it is important to note that your employer brand is not static and should evolve with market trends and consumer behavior. Reassess and refine your brand strategy periodically to stay relevant and competitive. Adaptation can lead to sustained growth and deeper internal and external consumer engagement.
Unleash Your Brand’s True Potential with The Navarro Method Strategies for Brand Positioning
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About the author
Wendy Navarro, CEO
Wendy is the results-driven CEO of Nashville Area Web Design and Digital Marketing Agency, NAVARRO CREATIVE GROUP, a META Certified Partner Agency. Since 2015, she has been helping clients transform business expertise into brand authority by leveraging proven marketing strategies.
Certified AI Prompt Engineer - Vanderbilt University | META Certified Partner Agency | Certified SCORE Mentor
