Impact of Social Media on Employment in Hospitality Sector: A Case Study on Hilton Hotel

This research proposal explores the impact of social media on employment in the hospitality sector, specifically focusing on a case study of Hilton Hotel. It aims to understand the concept of social media, identify its impact on employment at Hilton Hotel, assess the challenges faced by the hotel, and recommend social media marketing strategies for employment.

RESEARCH PROPOSAL HOSPITALITY
RELATED REPORT

Table of Contents
INTRODUCTION...........................................................................................................................2
AIM AND OBJECTIVES-..............................................................................................................2
INTRODUCTION AND RATIONALE..........................................................................................3
LITERATURE REVIEW................................................................................................................4
Understanding about the social media concept............................................................................4
Social media impact used within hotels for employment purpose...............................................5
Challenges faced by hotels while using social media in regards to employment........................5
RESEARCH METHODOLOGY....................................................................................................6
Research types..............................................................................................................................6
Research philosophies..................................................................................................................6
Research approaches....................................................................................................................6
Data collection.............................................................................................................................7
Data analysis................................................................................................................................7
Sampling......................................................................................................................................7
Ethical consideration....................................................................................................................7
CONCLUSION AND RECOMMENDATION..............................................................................8
REFERENCES..............................................................................................................................10

Topic- “To investigate the impact of social media used in hotels for employment within
hospitality sector. A case study on Hilton hotel.
INTRODUCTION
Research is detailed and careful study into a particular issue, concern or topic conducted
by using appropriate research methods. It is systematic investigation to explain, define, predict
and describe the observed phenomenon (Ghauri, Grønhaug and Strange, 2020). Research is
based on logical reason and includes deductive and inductive methods. It is distinguish into two
type’s qualitative and quantitative both are quite beneficial. It provide many benefits to
researcher such as while conducting research study investigator usually monitor more closely
any kind of change that can be detected earlier. The benefit of research is that it keep researcher
up to date on progress and how study is doing. Furthermore, it can be said that research proposal
is a document creating a research projects, mostly in academic or sciences. The purpose of
research proposal is to convince reader to value of work and competence. Through this
researcher can prove that they have effective plan for their work.
The current study covers impact of social media used by Hilton hotel for employment
while operating within hospitality industry. This investigation will conduct with suitable and
appropriate methods that help to draw conclusion with effective results. Researcher analyzes the
extent to which social media impact employment procedure of Hilton hotel.
AIM AND OBJECTIVES
Aim-
“The aim of this study is to ascertain the affects of social media utilize for employment in
hotels with regards to Hilton hotel.
Objectives-
 To develop comprehend about concept of social media.
 To identify the impact of social media used by Hilton hotel for employment.
 To asses challenges faced by Hilton hotel while using social media.

 To recommend social media marketing strategies to Hilton hotel with regards to
employment.
INTRODUCTION AND RATIONALE
Social media refer to set of applicants and websites that are especially designed and used
to share specific content effectively and quickly (Hjorth and Hinton, 2019). It is one of the best
way companies can use for varied purpose that is quite beneficial for them in term of increasing
productivity and profitability as well. It is collective term for app which focus on community
based input, content sharing and communication. It can be said that social media especially used
to interact with target market.
The current study is based on Hilton hotel which is located in London, UK. It was
founded in 1919 by Conrad Nicholson Hilton. This study explains that impact of social media
utilize by hotels sector within hospitality industry for employment. Furthermore, this report also
justifies research approaches undertaken by researcher for gather data related to chosen topic.
Research Importance-
The current research is essential as it help to identify the impact of social media used by
Hilton hotel for employment purpose. In recent time, many companies or businesses are using
social media for gaining the attention of talented applicants towards the best job opportunities
offer by hotel in order to enhance their productivity level rather than before. It is a key trend that
directly affects of performance and growth of hotels run within hospitality industry. Employment
is one of the key areas which are being focused highly by the managements of this sector. It very
important for them to hire skilled and talented applicants for which they utilize many techniques
and resources. By conducting this research researcher can effectively find out social media affect
and outcome that help in further investigation.
Research benefits-
The present study based on above chosen topic is beneficial and significant for businesses
and hotels managers. With the help of this investigation manager understand the importance of
social media utilization and also comprehend their benefits in context of employment which

allow them to gain attention of talented people who are able to contribute in achieving business
aim and objectives. Through this research researcher gain many benefits as outcome they can
identify the how social media work in regards to employment, how it will enhance business
performance and increase sales more than before. In context of Marriot and other hotels of
hospitality sector, this research is quite beneficial as it make human resource management able to
gain the attention of candidate from talent pool and comprehend their needs regarding job.
LITERATURE REVIEW
Understanding about the social media concept
According to Xu, Xu and Li, (2018) there are many technologies invented or developed
in the world used by many sectors or firms within its businesses for different purposes. Social
media is one of its best technologies used for marketing, brand awareness and other business
activities. It is computer based technology that facilitates sharing specific information, ideas,
thoughts and offers regarding products, services or employment through developing of virtual
networks. It is internet based and provides quick electronic communication of appropriate
content. Content included in this technology are personal data, videos, image and important
documents. Users can used and engage with social media via other electronic devices such as
tablet, laptop, smart phones and also via web based software which make individual capable to
connect with two or more people according to their choice. In consist with varied channels or
networking sites that are quite beneficial for users.
On the other hand, Leon and et.al., (2017) stated that social media is one of the best
organized tool people can use to interact and communicate with their friends as well as family
members easily. But it was now adopted by many businesses which seek to take benefits of
popular new communication approach to reach out to people. The strength of this technology is
capability to share info and connect individual with anyone in this world. More than 3 million
persons are using social media network and its channels such as Facebook, Twitter and
Instagram.

Social media impact used within hotels for employment purpose
Hargreaves, (2018) discussed that the success and growth of business is depend on
effective planning and strategies, but is also rely on staff because they are able to implement plan
and execute it in effective manner that is quite beneficial for hotels. Within hospitality sector
many hotels are using social media as marketing tool to promote employment opportunities at
workplace. It impact in positively as allow management to engage people in job offers. Through
social networking sites or channels hotels can interact with skilled applicants that are beneficial
for overall business growth, as it help them to recruit knowledgeable applicant and spread
information about specific job role within market where number of individual seek to find job
chances better than before they are experienced and fresher’s.
Gelinas and et.al., (2017) contradict that when management put up a specific vacancy on
social media sites it can increase applicant’s awareness about job opportunities within hotel
sector. 70 percent of recruiters utilize social media to hire experienced person with appropriate
skills. As with most things and more info management have about job seeker, they can take
better decision after analyzing. More over than 2,000 hiring manager in hotels employee 51% of
people by using social media as it allow them to reach at specific group of people who wants to
get job in big or well reputed companies.
Challenges faced by hotels while using social media in regards to employment
According to Verma and Verma, (2017) there are ways that social media can work to
hotel benefits as candidates. It can be said that with this technology hotels gain many benefits but
on the other hand it analyzed that human resource management & manager face varied
challenges while using social media for hiring new applicants. One of the biggest challenges is
inaccurate data on individual profiles. It impact on business performance and profitability level,
when manager hire wrong applicants who are not suitable and appropriate for job. Many people
fill wrong information about their qualification and educations just to gain the attention of
recruiter. So it can be said that while using social medic HR manager face difficultly to find the
most appropriate candidate.
On the other, Martín-Rojas and et.al., (2020) highlighted that when management use
social media they face different challenges and deal with many issues that directly impact on
productivity of hotels. Lack of government policies and regulations around social media affects

employment, it create biggest challenge for recruiter they can face legal issues. When managers
in hotels use social media they can face this problem and they are also unable to make complain
against it because many people create face accounts. This type of challenge also impact on hiring
procedure and consume a lot of time as well. At social media sites individual face another
challenge that is discrimination and humiliation that affects metal and physical abilities of
person.
RESEARCH METHODOLOGY
Research types
In this research method, there are two kind of categories quantitative and qualitative
method. In context of collection relevant data and suitable information, investigator has applied
qualitative instead of quantitative approach in which they select questionnaire process to ask
number of questions from individual who participate in this research. The questions or queries
raised to managers aid in collecting more appropriate knowledge which proved benefits and
challenges that they are getting while using social media. With the help of obtaining info related
to topic researcher can take better action.
Research philosophies
It is one of the most essential parts of research methodologies, it refer to assumption and
idea undertaken by investigator of this research to interpretate appropriate data from accessible
details. Positivism & interpretivism are the two types of methods covers within research
philosophies that are quite beneficial for researcher which they can used according to study. In
context of current study, investigator used interpretivism method which makes them able to
interpreted data once they gather from several. In respect of this report info is to be gathered
from varied sources or it can be external or internal. By applying chosen method researcher
interpretate accurate data.
Research approaches
Along with the above methodologies, research approach is one of the best method
research can use to draw final outcome at the end of their work. In includes authentic and
relevant procedures that is undertaken or considered to cover detailed info in better way.

Research approaches distinguished into two categories such as deductive and inductive approach.
In this research researcher used inductive instead of deductive because they think that it is
beneficial in respect of current work. Another reason for selecting this method is that it linked up
with qualitative research type. It helps to gather internal data by taking reviews from manager or
leaders working in Hilton hotel.
Data collection
This is one of the most significant approach in this study that aid to gather and analyze
information collect through varied approaches such as Questionnaire, survey etc. Secondary and
primary both research methods are utilize by researcher for gathering data related to above
chosen topic. In respect of study, for collecting info or data investigator can use both approaches
which are quite beneficial in every aspects of research. A lot of information accessible on
websites which can be utilizes. Books and articles related to this study investigator can use.
Data analysis
It consider as effective process of transforming data and inspecting info with aim of
discovering useful knowledge, and informing conclusion. In context of this research, researcher
can use thematic data analysis method for analyzing data gathered via using above methods.
With this method, researcher is capable to more closely measure data to identify common themes
that come up repeatedly. It is features of participation accounts characterizing specific
perceptions or experience that investigator of this investigation consider as suitable to questions
of research.
Sampling
Researcher can use simple random sampling method through which they select 20
managers of Hilton hotel to gather data and info about impact of social media using by them for
employment purpose.
Ethical consideration
Researcher of this study has effectively and ethically carried out their work and in ethical
and a very reliable manner. They have utilized appropriate set of info by gathering data and
information from relevant sources using secondary and primary source of data collection. All the
information collected as it is not manipulated and is free from any sort of biases.

CONCLUSION AND RECOMMENDATION
After going through the above report it has been identified that the biggest benefit which
is brought by social media on the Hilton hotel is that it used to increase the customer base and
market size of the company. For the same reason it has been recommended to the Hilton hotel
that they used to select the target customer base and design the different advertisement in the
organization in a way that it used to target the selected customer base of the company in the
market. Also, it has been recommended to the organization that they generally use the social
media platform to promote the services which are new or at the initial stage, as this are the only
stages in the organization where the organization find it difficult to uncertain the customer base
of the company that easily in the market. So using this platform at that time in the market, will
eventually help them in getting better idea about the customer base which can be targeted by the
company to promote the company product.
As per the report it has been find out that the organization used to face the problem is that
social media platform sometime also used to create the wrong image of the company in front of
the other customer as competitor or user used to post the wrong image of the company in the
platform. For the same reason and overcoming the same issue in the organization, it has been
recommended to the organization that they also uses this type of platform for communicating
with others in the market, this will eventually help the organization in promoting the good
message toward the different customer and also will see less amount of such platform in the
organization as all the consumer will be more clear about the different issue which is being faced
by them in the organization. This will also help the organization in maintaining a good sort of
customer base of the company in the long run.
Recommendation-
The above report has also summarized that many recruiter in the nation also uses the
social media platform to recruit the good number of the employee in the organization, as more
than 70 percent of employee are recruited from this source only, for the same reason it has been
recommended to the organization that they uses different source also for recruiting the employee
in the organization, as just trusting social media platform in the organization will may impact the
human resource development of the company in the long run as there are many different profile
which only can be found out on different recruitment platform. So it has been recommended to

the organization that they has to use many different type of platform for recruiting the employee
as over depending on just social media platform may impact the efficiency of the business in the
long run of the business. Also, impact the position of the business in the competitive industry.

REFERENCES
Book and Journals
Gelinas, L and et.al., 2017. Using social media as a research recruitment tool: ethical issues and
recommendations. The American Journal of Bioethics, 17(3), pp.3-14.
Ghauri, P., Grønhaug, K. and Strange, R., 2020. Research methods in business studies.
Cambridge University Press.
Hargreaves, J., 2018. Our success depends on exceptionally skilled people, now and in the
future. Australian and New Zealand Grapegrower and Winemaker. (659). p.74.
Hjorth, L. and Hinton, S., 2019. Understanding social media. SAGE Publications Limited.
Leon, R. D and et.al., 2017. Social network analysis: A tool for evaluating and predicting future
knowledge flows from an insurance organization. Technological Forecasting and Social
Change. 114. pp.103-118.
Martín-Rojas, R and et.al., 2020. Social Media Use and the Challenge of Complexity: Evidence
from the Technology Sector. Journal of Business Research.
Verma, M. and Verma, K., 2017. Social Media a Promotional Tool: Hotel Industry. Journal of
Advances In Humanities. 5(1). pp.221-223.
Xu, L.D., Xu, E.L. and Li, L., 2018. Industry 4.0: state of the art and future trends. International
Journal of Production Research. 56(8). pp.2941-2962.
Online
The Pros and Cons of Using Social Media in the Hiring Process. 2019. [Online[. Available
through:< https://blog.newtontalent.com/the-pros-and-cons-of-using-social-media-in-the-
hiring-process>