Applied to:
This award is designed to reward companies that demonstrate a strong commitment to identifying and recruiting top talent (acquisition and/or retention), as well as effectively integrating new employees into their organization. Companies with exceptional talent acquisition programs understand the importance of recruiting the best candidates to ensure the highest level of service to their customers. These programs may include strategies and processes such as innovative recruitment methods, effective onboarding programs, and ongoing support for new employees.
The project:
In 2023, Disneyland Paris launched a 360° employer branding campaign to address evolving candidate expectations, heightened competition in the tourism and hospitality sectors, and increasing recruitment needs. This initiative aimed to reposition Disneyland Paris as an attractive and stable employer, driving applications and reinforcing its appeal among diverse target audiences.
The campaign tackled preconceived notions about working at Disneyland Paris by focusing on five key pillars: career paths, well-being, diversity and inclusion, innovation and diversity of roles, and flexible working arrangements. It showcased proof points such as 79% of managers promoted through internal mobility, 92% of apprentices expressing a desire to stay, and 8,000 annual shows highlighting the quality and range of roles.
A strategic, integrated approach utilized paid, owned, and organic media to maximize impact. Outdoor advertising in high-traffic areas like metro and railway stations complemented press articles, digital campaigns, and social media activations on platforms like Instagram, LinkedIn, and Indeed. Employee advocacy programs further amplified the campaign, with over 300 advocates sharing assets and testimonials through platforms like Workplace and Sociabble.
The results were outstanding. The campaign reached over 140 million people, doubling visits to the recruitment website and increasing applications by 30%. Positive sentiment towards the Disneyland Paris employer brand rose by 10 points. The initiative also emphasized diversity and professional equality, promoting gender balance, hiring older workers, and supporting access to job opportunities for underrepresented groups.
Disneyland Paris plans to build on these achievements by refining its Employee Value Proposition (EVP), launching recurrent campaigns, and continuing its focus on diversity and inclusion. This innovative approach sets a benchmark in talent management, demonstrating the power of storytelling and strategic communication in attracting and retaining top talent in a competitive industry.
The Hospitality Awards celebrate innovation and excellence and highlight the most creative initiatives in a sector that is constantly and rapidly changing hospitality.
