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Marriott targets millennials through social‐media game: Potential employees experience the thrills and spills of kitchen work

Human Resource Management International Digest

ISSN: 0967-0734

Article publication date: 18 October 2011

Abstract

Purpose

The aim is to describe an employee‐engagement social‐media game that is helping to make Marriott Group a less forbidding place for local people from developing countries to apply to work.

Design/methodology/approach

The article explains the background to the development of the game, the form the game takes and the results it is designed to achieve.

Findings

It is found that that players of the My Marriott Hotel game run a successful kitchen that services an invisible but implied dining room. This entails balancing such elements as hiring staff, equipment acquisition, ingredient sourcing, customer satisfaction and quality control.

Practical implications

The article explains how the tool is helping Marriott to attract more millennials – those between the ages 18 and 27 – to its workforce, by showcasing the opportunities and growth potential attainable in hospitality careers, especially in cultures where the service industry might be less established or prestigious. It highlights a tool that could help to make multinational companies a less forbidding place for people from developing countries to apply to work in.

Originality/value

The article describes what is believed to be the first branded game on a social medium.

Keywords

Citation

(2011), "Marriott targets millennials through social‐media game: Potential employees experience the thrills and spills of kitchen work", Human Resource Management International Digest, Vol. 19 No. 7, pp. 9-11. https://doi.org/10.1108/09670731111175506

Publisher

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Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited