Accor, a global leader in the hospitality industry, is on a mission to revitalize the talent landscape. Their new Employee Value Proposition (EVP) – “Hospitality is a Work of Heart” – focuses on showcasing the unique blend of human connection and artistry that hospitality careers offer. This initiative aims to not only attract new talent but also reignite the passion within the industry as a whole.
The Changing Landscape of Hospitality Talent
The hospitality industry has undergone significant changes in recent years. The global pandemic impacted staffing levels, and the “Great Resignation” trend further emphasized the need for a shift in how hospitality businesses approach their workforce. Today’s talent seeks purpose, work-life balance, and well-being in their careers. Transparency and authenticity are also crucial factors for the new generation of workers.
Accor acknowledges these challenges and aims to address them head-on. With “Hospitality is a Work of Heart,” they aim to cultivate an environment that celebrates the inherent value of hospitality careers while fostering a sense of community and purpose.
Accor’s Commitment to its People: The Heartist® Culture
At Accor, people are at the core of everything they do. Their strong employer brand centers around nurturing their 330,000 “Heartists®” – a term that reflects the unique culture and shared identity of their workforce across over 5,500 hotels in 110 countries. Being a Heartist® is about forming genuine connections and creating a sense of belonging. The “Hospitality is a Work of Heart” initiative embodies this philosophy perfectly.
The Four Pillars of the “Hospitality is a Work of Heart” EVP
The EVP is built upon four core pillars that highlight the distinctive benefits of working for Accor:
Be All You Are: Celebrating Diversity and Inclusion
Accor fosters a diverse and inclusive environment that empowers individuality, creativity, and autonomy. Their internal network, RiiSE, champions gender equality and eliminates discrimination by providing mentoring opportunities and promoting inclusivity for all genders and sexual orientations through their partnership with IGLTA, a leading LGBTQ+ tourism network.
Grow & Create Your Path: A Culture of Lifelong Learning
Hospitality is a proven career accelerator, and Accor provides boundless training opportunities through programs like “Reveal Talent,” designed to boost the careers of Heartists® without formal higher education. Accor Academy, established for over 30 years, offers training programs covering various areas. In 2023 alone, Accor provided over 6 million hours of training, benefitting more than 190,000 employees worldwide. Their network of over 250 partnerships with universities strengthens their commitment to learning and development.
Work with Purpose: Making a Positive Impact
Accor understands that purpose is a key motivator for today’s workforce. Their “School For Change” program equips Heartists® with the knowledge and tools to address environmental and social challenges, fostering a sense of purpose and positive impact. Initiatives like “Heartists for Good” encourage volunteerism, allowing employees to dedicate a work day to making a difference in their communities.
Enjoy & Feel Valued: Recognition and Appreciation
Accor prioritizes recognizing and appreciating the dedication of its Heartists®. They cultivate a culture of continuous listening and feedback to understand the evolving needs of their teams. Initiatives like the Bernaches Awards, which recognize outstanding employee-led projects, and the All Heartist® Employee Benefit program, offering benefits across travel, wellness, and more, exemplify this commitment.
A Rewarding Career Path: A Message from Accor’s Chief Talent & Culture Officer
Steven Daines, Chief Talent & Culture Officer at Accor, emphasizes the unique potential of hospitality careers: “Hospitality has the power to create and accelerate careers; it’s a world unlike any other. Our new Employer Brand signature – Hospitality is a Work of Heart – illustrates not only the beauty of working at Accor, but also aims to attract talent to join this incredible industry. We are proud to unveil our new EVP as we continue to rally our teams of Heartists® across the globe. Working in hospitality is more than just a job – it’s an opportunity to work with passion and embark on a journey of the heart.”
