Marka pracodawcy a przyszłe kadry sektora turystycznego
Employer Brand and the Future Employees of the Tourism Sector

Summary/Abstract: Tourism industry, as a people industry, strongly relays on their employees who play critical role in delivery of the service quality. Not surprisingly, competitive advantage of tourism industry is attained through people, therefore employees’ skills, education and motivation to work is of great importance. However, tourism industry is experiencing a lot of problems today, connected with supply and retention of young qualified graduates. Thus, the aim of the study is to identify the specific characteristics of the young generation entering the labor market in the tourism sector. The research problem was seeking the answer to the question: what kind of employer branding practices should be taken into consideration by tourism and hospitality employers to attract and retain young and educated workforce, giving an opportunity to use and benefit from their skills and unique intellectual potential.

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