Hospitality is a Work of Heart, Accor’s new Employee Value Proposition

Accor’s Employee Promise tackles labor challenges by highlighting strengths, embracing transparency, and fostering authenticity through four EVP pillars rooted in human connection and inclusive culture.
Edition
2024
Competition
Corporate awards
Type
Candidate
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Applied to:

(CORPO) Best Talent Management Initiative

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.

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The project:

Accor’s new Employee Value Proposition (EVP), launched in April 2024, addresses evolving workforce expectations in a challenging hospitality talent landscape. With labor shortages, recruitment challenges, and shifting candidate priorities—such as work-life balance, purpose-driven roles, and authenticity—Accor’s EVP aims to redefine its employer branding and attract talent across its global operations.

The EVP is built on four pillars that reflect the core values and strengths of Accor’s culture:

  1. Be All You Are: Emphasizing inclusivity, Accor fosters a supportive environment where employees can thrive as their authentic selves.
  2. Grow & Create Your Path: Offering diverse career growth and learning opportunities, Accor positions itself as a "school of life" for professional and personal development.
  3. Work with Purpose: Accor integrates sustainability and social responsibility into its operations, giving employees meaningful work that aligns with global impact goals.
  4. Enjoy & Feel Valued: With recognition programs, cultural onboarding, and wellness initiatives, Accor ensures employees feel appreciated and connected.

The EVP launch included a disruptive global communication campaign supported by 40+ assets like videos, posters, and social media templates, tailored for local adaptations. A new career website, available in nine languages, was introduced as a gateway to over 6,000 job opportunities, alongside blog content, employee testimonials, and brand-specific pages. Recruitment excellence was further enhanced by the launch of a new assessment tool and an experiential onboarding program, ensuring a seamless and memorable candidate journey.

Accor’s EVP rollout has significantly elevated its employer branding, increasing engagement on platforms like LinkedIn, Instagram, and TikTok while improving visibility on job boards. By showcasing authenticity, inclusivity, and purpose, Accor positions itself as a leader in responsible hospitality and an employer of choice in the competitive global market.

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