continue to intensify unless these core characteristics are effectively challenged and the
employer brand for the industry overall improves.
Thankfully, some hospitality organizations are in the process of effectively
challenging these traditions. Within Canada, Hewitt and Associates (2004), in
conjunction with the Globe and Mail, annually assesses and identifies the “top 50”
Canadian employers. This assessment is a rigorous process involving surveys and
focus groups with employees at levels of the organization. The 2008 list included six
hospitality organizations (Starwood Hotels & Resorts, Earls Restaurants, Marriott
Lodging, Delta Hotels, Keg Restaurants, McDonald’s Restaurants). In other words, a
growing number of hospitality organizations are very much committed to providing
their employees with a positive experience and to strengthening their employer brand
in the process.