Research Project in Hospitality Management

UNIT 18- RESEARCH
PROJECT (HOSPITALITY
MANAGEMENT)

Table of Contents
Table of Contents.............................................................................................................................2
CHAPTER ONE..............................................................................................................................3
Rationale.....................................................................................................................................3
Research questions......................................................................................................................3
Aims and objectives of study......................................................................................................4
CHAPTER TWO.............................................................................................................................4
Literature review.........................................................................................................................4
CHAPTER THREE.........................................................................................................................7
Methods and methodology..........................................................................................................7
CHAPTER FOUR..........................................................................................................................10
Data analysis.............................................................................................................................10
CHAPTER FIVE...........................................................................................................................18
Conclusion................................................................................................................................18
Recommendation......................................................................................................................19
REFERENCES..............................................................................................................................22

CHAPTER ONE
In this modern and civilised work environment all the things and business activities are
performed through the help of digital technology. This is basically because of the reason that the
business environment is very dynamic and ever changing and there are many different changes
taking place in the technological sector (Foung, Yeh and Jaw, 2020). Thus, in the present
research the main focus is on the use of social media in order to improve the level of recruitment
and the retention of the employees within the company. For the success of the business within
the hospitality sector the most essential thing is the management and satisfaction of the
employees within the company.
Thus, due to this reason the major focus is laid over the use of social media in assisting
the company in managing talent in Nandos and Leon fast food restaurant. This restaurant is a
chain which is established in London and deals in variety of services relating to food. Thus, the
current research will outline the concept of digitalization in the management of the talent within
the hospitality sector. The current research will outline the use of social media in the effective
management of the talent in the restaurant. Also, this research will discuss about the fact that
how the social media influences the attraction, recruitment and the retention of the talented
employees within the company. In the end the research will also outline the various factors
relating to social media which increases the talent management within the restaurant.
Rationale
In the current world the digitalisation is a very fast and popular concept or trend which
needs to be used by the companies for getting successful. This is particularly because of the
reason that if the company will not use the latest trend in the working then the company will not
get successful in its working. Also, another major reason for the selection of the topic is that the
competition within the company is very intense and if the company will not try to ace the
competition then the company will not be able to manage competition. In addition to this another
major reason for the selection of the research topic is the personal and academic interest of the
researcher themselves in the study. Also, due to the high and intense competition it is very
essential for the company and the restaurant it is very essential for the researcher to manage the
work in more effective manner.

Research questions
1. What are the concepts of Digitalisation and Talent Management from a theoretical
perspective?
2. Which key factors are pertinent to social media resulting to effective talent management
in the London Fast Food Companies?
3. How do social media influence attraction, recruitment and retaining of talented
employees in London’s fast food industry?
4. What kind of recommendations is effective to London’s fast food industry in utilising
social media to recruit and retain talented employees?
Aims and objectives of study
The main aim of the study is to analyse the effectiveness of social media on improving
recruitment and retention of talented staff members. Other subsidiary objectives are as outlined
below.
 To investigate the concepts of Digitalisation and Talent Management from a theoretical
perspective
 To identify key factors pertinent to social media that result in effective talent
management in the London Fast Food Companies
 To assess the influence of social media in attracting, recruiting and retaining talented
employees in London’s fast food industry.
 To provide effective recommendations on how London’s fast food industry can utilise
social media to recruit and retain talented employees.
CHAPTER TWO
Literature review
Theme 1: Concept of digitalization and talent management.
In the views of Chung and D’Annunzio-Green (2018) digitalization is defined as the
using of digital technology for the use in the normal course of business activities. The
digitalization makes the working and the operations of the company more easy and effective and
this increases the efficiency of the company. Thus, the use of the digital technology assists the
company in managing the work in more proper and effective manner. On the other side, Naim
and Lenka (2017) states that talent management is also very essential for the restaurant to be

successful. This is majorly due to the reason that when the talented employees will not be there
in the restaurant then the consumer will not be happy and satisfied. The talent management is a
concept which focuses on the retaining of the talent in the company itself. This is essential
because the competition in the hospitality industry is very high and it is necessary for the
companies that they have talented staff and employees within the restaurant.
In against of this Sanjeev and Birdie (2019) states that the use of digitalization is very
helpful in the retaining of the talent in the companies itself. This is due to the reason that when
the restaurant uses all the latest trends in the working then the company makes the employees of
the company happier. Thus, the use of digitalization is very essential for the London fast food
industry to get successful. Also, the use of digitalization will assist the restaurant in managing
the work in more effective and good manner. This is due to the reason that with help of the
digitalization there will be more perfection in the work and this will assist the employees in
increasing their efficiency level. The major digitalization taking place in the hospitality sector of
the country is the mobile integration, integration with IoT, focusing on reputation and the
recording of data, use of virtual reality and many others. The fact food companies all over the
globe are very much digitally transformed and this has resulted in better performance of the
company and the employees in attracting the consumers.
Theme 2: Factors pertinent to social media resulting in effective talent management in
London fast food chains.
In the views of Goh and Okumus (2020) there are many factors which are pertinent to the
use of social media at time of the management of talent within the hospitality industry. This is
majorly due to the reason that when the restaurant uses the social media in recruiting the
employees then they get much good and better choices for candidates to select from .thus, this
increases the level of the working of the restaurant and more consumer are attracted towards the
restaurant. The major factor which influences the company in using the digitalization for the
company is to be in the competition. This is the major factor as with help of using the digital
technology the company improves the efficiency of the employees and the overall performance
of the company as well.
On the other side Gibson (2017) argues that major factor affecting the use of the social
media in retaining good talent in the company is the frequent changes in the working
environment. This is majorly because of the reason that if the company does not work in

accordance with the latest changes taking place in the external environment then the company
will not be able to manage the sales and profitability of the company. This is majorly because of
the fact that when the company does not uses the social media then the company will be able to
manage the work in proper and effective manner.
In the views of Naim and Lenka (2017) another major factor which promotes the use of
social media in effectively managing the talent within the company is the latest knowledge which
employees can get from the use of social media. This is majorly due to the reason that when the
restaurant uses the social media then the all the employees of the company can use the social
media in analysing the latest changes taking place in the need and demand of the consumer and
other working of the restaurant chains in the industry. Thus, the use of social media will assist
the restaurant in managing the working and the knowledge of the employees to a great level.
Thus, this will assist the employees in retaining in the company to a great extent and they will
not leave the company and will go to some other competitors.
On the other side as per the thinking of Weyland (2017) states that another major factor
which influences the use of social media in retaining the employees in the restaurant is that with
the help of the social media the employees can easily communicate with one another and this
motivates the employees in working in effective manner. This is majorly because of the reason
that whole restaurants are connected with an internal system and with help of it the
communication is clear and understandable. Thus, this makes the working of restaurant in more
effective and efficient manner.
Theme 3: Major influence which the social media has in recruiting, retaining and attracting
the talent in the fast food industry.
As per the thinking of Cismaru and Iunius (2020) the major influence which the social
media has over the recruiting and retaining of the talent in the fast food industry is positive. This
is majorly because of the reason that the use of social media helps the restaurant in getting the
candidates from all over the world. Thus, this will ensure that the company is getting a
diversified workforce. Thus, this will provide for a better working environment and this will
make sure that the restaurant is having a wide range of employees from all over the globe.
In addition to this Jooss (2018) states that major influence of the use of the social media
over the talent management in the company is that this will increase the working efficiency of
the restaurant. This is particularly because of the reason that when the company makes use of the