A Strategic Imperative for Hospitality
Rethinking Employer Branding
Last week at SHL Schweizerische Hotelfachschule Luzern, we explored why Employer Branding is no longer optional — it's a cornerstone for shaping the future of hospitality. After I had the chance to showcase the strategic approach on the best practice example of THE OMNIA, Christian Eckert, Managing Director of THE OMNIA, showed and explained how we successfully brought it to life.
We had the privilege of diving deep into a topic that touches the very heart of our industry's future: Employer Branding. Hosted at the renowned SHL Schweizerische Hotelfachschule Luzern, the panel discussion brought together hospitality leaders and students for an evening full of insights, real talk, and inspiration.
A heartfelt thank you goes to Christa Augsburger, Director at SHL, Timo Albiez, Deputy Director, and Sabine Hall, Management Alumni, for the opportunity to share the stage with Christian Eckert, Managing Director at THE OMNIA Mountain Lodge. And of course, a special thanks to Urs Bircher from HotellerieSuisse for your valuable insights and presence.
One question from the audience resonated deeply and has stayed with me ever since:
Do we really have the time for this?
It's a valid concern. But the conversation highlighted a crucial shift: It’s not about finding time. It’s about recognising the value of Employer Branding. Employer attractiveness goes far beyond flashy career pages.
It is a key strategic lever to:Attract the right talent
Retain engaged, motivated teams
Create outstanding, memorable guest experiences
This topic has never been more urgent. By 2040, Switzerland is projected to face a shortfall of 431,000 jobs (HTR, February 2025). At the same time, restructuring and layoffs are reshaping the landscape. The message is clear: we need to rethink how we prepare people for the future.
Future readiness requires a comprehensive skill set:Technical competences: working confidently with tools, data, systems, and software
Digital competences: embracing digital literacy, data management, and virtual learning environments
Classic competences: fostering solution orientation, creativity, self-reflection, and resilience
Transformative competences: building judgment, innovation capacity, adaptability, and change capability
Employer Branding is more than a part of business strategy. It is deeply human. It taps into the psychological essence of leadership — ensuring that culture is not only structured but genuinely lived and felt.
It was inspiring to witness how seriously SHL is already embracing this responsibility. These students, the future generation, are not merely preparing for change — they are the transformation.
Takeaway:If we want to remain competitive and sustainable in the hospitality industry, now is the time to invest in a people-centered, future-ready Employer Branding strategy. It’s not a “nice-to-have.” It is essential.
Once again, a big thank you to everyone who participated and helped make this evening unforgettable.
