Quality (philosophy)

Marketing

Creativity

Engineering

Philosophy

Psychoanalysis

Neuroscience

Social psychology

Public relations

Tourism

Hospitality industry

New product development

Business

Mechanical engineering

Attractiveness

Psychology

Hospitality

Political science

Product management

Work (physics)

Epistemology

Hospitality management studies

Employer branding

Perception

Journal of Business Research

Attracting and retaining high-quality employees is becoming an unrelenting challenge for many employers. Therefore, employer branding is a key developmental area for companies, as it aims to attract potential employees and to engage the current staff. This paper investigates how current employees in tourism and hospitality perceive their employers regarding the level of creativity and innovation in the workplace. The study adopts the Employer Attractiveness scale, with a specific focus on the component capturing aspects of creativity and innovation. An online survey and in-depth interviews were conducted with employees working in different areas of the tourism and hospitality sector in Sweden. The results suggest that many employees perceive their jobs as creative, and further indicate that the possibility of being creative and innovative at work is an important driver for employees to stay with their current employer. This factor also influences their intention to recommend employment at the company to others. Moreover, the results of this study suggest that the economic value in terms of total compensation is important for employees in the tourism and hospitality sector, as it affects intention to stay as well as likelihood to recommend.

Employee perceptions of employers’ creativity and innovation: Implications for employer attractiveness and branding in tourism and hospitality