Personnel Management in Hospitality: Job Analysis and Design

This report provides a comprehensive analysis of personnel management within the hotel industry, focusing on Marina Bay Sands in Singapore as a case study. It delves into job analysis, specifically for the role of Marketing Manager, outlining the necessary qualifications, core competencies, and key responsibilities. The report further explores job design, emphasizing the multifunctional dimensions and accountability of the Marketing Manager in maximizing hotel income and ensuring customer satisfaction. Additionally, it examines recruitment and selection strategies, detailing the steps from vacancy analysis to candidate screening and the importance of proper placement, induction, and on-the-job training. The conclusion highlights the significance of these human resource approaches in identifying and screening suitable candidates, ultimately contributing to the hotel's success.

Running head: Personnel Management
Personnel Management

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Contents
Introduction to the hotel..............................................................................................................................2
Job analysis for the post of Marketing Manager in the hotel.......................................................................2
Job design for the post of Marketing Manager in the hotel..........................................................................4
Recruitment strategies and their implementation for the post of Marketing Manager in the hotel...............5
Selection strategies and their implementation for the post of Marketing Manager in the hotel...................6
Conclusion...................................................................................................................................................8
References...................................................................................................................................................9

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Introduction to the hotel
Matrina Bay Sands is a resort situated in front of Marina Bay in Singapore. It was opened for
public in 2010 and since then it has been declared as the most expensive casino in the world
valuing $8Billion comprising of the cost of land. It includes a 1300000 sq. ft exhibition Centre ,
hotel comprising of 2561rooms , 800000 sq ft space for shops at the Marina Bay Sands Mall ,
two large theatres , a museum, two floating pavilions of crystal , exhibition centers of art and
science , celebrity chef restaurants and internationally renowned casino with 500 tables and
1600 slot machines (Marina Bay Sands,2018).
As per Marina Bay Sands (2017), it is a subsidiary company of Las Vegas Sands Corp. which is
one of prominent contractor of Asia’s best holiday destinations and the industry leader of
meetings, incentives, exhibitions and conventions in the US. So, in this report, the job analysis
comprising of job description and specification for the post of Marketing Manager in the hotel
shall be evaluated along with the analysis of job design, recruitment and selection strategies for
the same post. Furthermore, the benefits derived by the hotel with the help of analysis and
strategies are also stated here with.
Job analysis for the post of Marketing Manager in the hotel
The job analysis comprises of job description and specification for the post of marketing
manager in the hotel. Job analysis defines the experience, education, knowledge, capabilities
which are essential for the post of marketing manager.
The marketing manager is accountable for managing the marketing department. The successful
candidate must possess the following capabilities:
Qualification: Bachelor’s degree in Marketing, Sales or Business Administration.
The chosen qualification would be Masters in Business or Marketing.
Experience: The required experience should be 5 years in similar field along with handling of a
marketing team of minimum of 10 people (Edien, 2015).

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Core Competencies: The marketing manager should be strong and effective communicator. He
should be able to synchronize the efforts of a group of innovative personnel which possess
diverse skills. His teamwork skills should be highly developed. He should be productive enough
to continuously demonstrate his skills and approaches to resolve the issues in a creative way
(Horng et al., 2016).
Additionally, he should be possess expertise in the social media marketing strategies with
excellent record on Twitter, Facebook and other media sites which are crucial for the marketing
of the hotel. He should be efficient in holding conversations with consumers along with
developing the product which cater to their needs and interests (Siakalli et al., 2017).
He should be a leader in dealing in the atmosphere posed to continuous changes. He should be
acquainted in handling the tools of trade in marketing such as website development, written
communication, product packaging, market research, Microsoft software and visual
communication goods and services.
He should be experienced in advertising the products and services of the hotel and attracting
prospective consumers and measuring their success. He must possess skills to manage the
external PR, contractors and communication consulting firms .His exposure to the international
market place is an additional requirement.
The marketing manager must be capable to execute the overall marketing policies and plans for
the current and upcoming products and services. He should be able to research and evaluate
opportunities for new products, the demand for potential products by the consumers and
assessment of their needs and insights. He should be able to manage the launch events for the
promotion of the new products and services and deal with the various distribution channels for
them (Braimah, 2016).
Thus the designation of marketing manager is such that a great deal of effectiveness and
experience are expected by the hotel in the identification of goods and prospective markets ,
policies and methods of sale and the analysis of the results of all efforts.

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Job design for the post of Marketing Manager in the hotel
The responsibilities of Marketing Manager comprise of developing successful tactics and
strategies to make the brand of the hotel popular amongst the target consumers and to drive
quality consumers to the hotel .He should be able to organize and implement successful
marketing campaigns to attract the targeted consumers.
For this, he should be efficient enough to investigate with a multiplicity of paid acquisition and
organic channels viz. formation of content, organizing pay per click campaigns, lead generating
campaigns, event management, copywriting, publicity and social media and analysis of
performance. He must be motivated to build strong and everlasting strategic relationships with
the key players of industry, vendors and agencies for the benefit of the hotel (Nestoroska &
Petrovska , 2014).
The post of marketing manager has multifunctional dimensions and the manager should be able
to work with a wide variety of staff other than his own team. He must be physically fit and
should be able to lift the office products up to 20 pounds. He must have a strong mental capacity
to work beyond the working hours, if required and should be able to handle multiple queries at a
time (Infor, 2017).
Furthermore, his accountability extends to preparation of marketing budget and allocation and
investments of the funds prudently. He should evaluate the performance of marketing campaigns
and gain insights and access it against the set goals (Talabi, 2015).
A marketing manager in the hotel industry is accountable for maximization of the income of the
hotel by evolving the programs to enhance the occupancy rate and make optimum utilization of
the available accommodations, amenities providing leisure and meeting spaces for the business
personnel. The marketing manager must be aware of the aspects which impact the hospitality
industry and acquire a deeper understanding of the necessities and attitudes of the consumers of
the hotel. He must coordinate the marketing and promotional activities to fulfill the demands of
consumers with the help of the hotel staff to make sure that the consumers are satisfied with the
provided amenities and they enjoy their stay in the hotel (Goryushkina et al., 2016).

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It is the responsibility of the marketing manager to identify the aspects which shape the appeal of
the hotel to the consumers. He must monitor the reviews of the consumers on the website of the
hotel to analyze the strength and weakness of the hotel. He must communicate with the clients
through follow up calls. Additionally, he must review the travel industry research to recognize
the factors which affect the hotel such as demand for the low cost accommodations and better
amenities for corporate travelers etc. (Mc Guire , 2015).
Lastly, the marketing manager should be able to ensure that health and safety policies are well
complied with and promoted during the course of the execution of his duties.
Recruitment strategies and their implementation for the post of Marketing Manager in the
hotel
The recruitment strategies and their implementation for the designation of marketing manager
are as follows. The first step is the analysis of the vacancy of the required position. The
necessary aspects in this regard are whether it can be filled by the current substitutes or a new
candidate is required to be hired on the post. Once the above points are considered, the HR
department moves to the next step. The first thing which should be considered in the job analysis
is assessing the basic requirements for the job. The candidate must possess the necessary skills
for the post of marketing manager. The job analysis should be properly planned and it must be
approved by the senior marketing manager. It must comprise of the necessary qualifications,
specified skills and expertise and required communication skills along with the physical
attributes and description of the personality required for the job (Ekwoaba, Ikeije & Ufoma,
2015).
Attracting the prospective candidates concerns attracting the candidates for the position of
marketing manager. It can be done through internal and external recruitments. In case of internal
recruitments, the current employees working in the organization would be considered for the
position and in external recruitments; the advertisements for the vacancy would be done through
recruitment portals, newspapers, business magazines and recruitment agencies and consultants.
Screening of the candidates: When a large number of advertisements are received, the
applications for the most suitable candidates should be considered for interview. It can be done

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through comparing the job description and employee specification against the CV and executing
telephonic interviews to assess the suitability of the candidate (Chungyalpa & Karishma ,2016).
The suitable candidates should be interviewed to ensure that they acquire the necessary skills as
required by the HR department to fill the post. The job description and the role which is expected
from them should be clearly stated to the candidates. In order to exploit the prospective for
choosing the best candidate, the job explanation and employee profile should be the criteria for
analyzing them .After the appropriate employee has been selected, then they are informed
verbally on the phone and it is followed by letter of appointment and signing of the contract
(Stoilkovska, Ilieva & Gjakovski, 2015).
Selection strategies and their implementation for the post of Marketing Manager in the
hotel
Since selection is the process for choosing the most desirable candidate out of the pool of
candidates. This process comprises of collecting relevant information about the candidate
through a series of steps in order to evaluate his suitability for the required post.
In the selection strategy, the candidates are divided into two parts: suitable and unsuitable. It
involves the screening of the candidates and testing them to choose the best and most suitable
candidate amongst them. It also comprises of recruitment and training policies to train the chosen
employees and make them skilled so that they meet the requirements of the hotel industry.
The process of selection also comprises of placement which can be defined as the process to
assign a job to the selected candidate. In Marina Bay Sands, the candidate most suitable for the
designation of marketing manager shall be assigned the responsibilities of the post (Nabi & Wei,
2014).
Proper placement helps in improving the morale of the employee and reducing the employee
turnover, absenteeism and accident rates. It is followed by Induction and Orientation. When a
new employee joins the hotel, he is completely new with the organization and he needs to be
accustomed with its work environment and staff. So orientation and induction can be defined as
the procedure for receiving and welcoming the ne candidate into the hotel and informing him
about the basic details of the organization so that he settles down quickly and starts to work.

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The new candidate should be introduced to the job and the hotel. He is explained his
responsibilities, policies of the company and other relevant information which is required to get
accommodated with the organization ( Kepha, Mukulu & Waititu,2014) .
It also comprises of on the job training and evaluation of the employee. The new employees are
provided on the job training consistently which stabilizes the necessity of the business and
candidate. After that the assessment of the performance of the employee is done by the end of
first week, month and by the end of probation period. Thus with the help of reviewing the
candidate’s performance, the management is able to ensure that the employees are delivering
their value for the business.
Conclusion
Hence to conclude, it can be said that the recruitment and selection strategies are approaches of
human resource which helps in recognizing and screening the candidates for the designation. The
primary benefits comprise of appropriate screenings, strong pool of candidates, and strategic
alignment with the goals of the company and decreased turnover and high employee morale.
With the help of effective recruitment and selection strategies, the company is able to recognize
the best methods to associate with the qualified clients. The selection processes focuses on
candidates, interviews and other mechanisms to assess the qualifications and other traits of the
applicants.

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