Hospitality Management Schools: On The Frontline Of 'War For Talents'

Students and their parents often struggle to understand the diverse education and career options the hospitality industry can offer young graduates – an information gap that school representatives can fill best

- NISHA SHUKLA

First coined by Steven Hankin of McKinsey & Company in 1997, the term ’War for Talents’ is mainly understood as the competition in business to recruit and retain talented employees. Since 2018, Maria Ramstad Kristiansen, Head of Marketing & Student Recruitment at SHL Schweizerische Hotelfachschule Luzern has come to understand that schools are on the frontline when it comes to attaining best talents. That there is competition between schools to recruit the very best is hardly a revelation. However there exist other competitive dimensions in the ‘War for Talents’, which are especially important to an industry such as hospitality. She tells Hotelier India about the role she sees for hospitality management schools in this competitive landscape.

What exactly do you mean by other competitive dimensions?

We need to first understand how students choose their educational paths. Several general factors play a vital role in the decision process; the schools’ reputation, programme offerings, types of degrees, study abroad versus at home, etc.

Nevertheless, most students often compare job opportunities and industries’ competitiveness and ask themselves practical questions like which industry offers the best career opportunities, what they can expect in terms of salary and benefits, the expected work-life-balance.

Furthermore, today's young generation has increased expectations towards more flexibility, job and industry rotation, personal development, and value-driven company cultures. When it comes to these competitive dimensions, the hospitality industry still has a great deal of potential to tap into.