Keywords
employer image
organizational identity
social identity
HR branding
internal marketing
employee identification
How to Cite
Abstract
The article substantiates the importance of identifying employees in the tourism industry in the context of shaping the overall image of companies. It presents the relationship between internal and external image, which is formed on the basis of customer-oriented and personnel marketing tools. The concept of organizational identity is analyzed within the framework of interdisciplinary categories of social identity and HR branding. Specific features of tourism companies as employers, threats, and difficulties in forming a positive image in the labor market are identified. For travel companies, where service quality is largely determined by the behavior and professionalism of employees, staff identification with the organization is of particular importance. A list of stakeholders who can be identified as «brand ambassadors» is presented: managers (owners), employees, former employees, potential employees (job seekers in the labor market), recruiters. Each of these categories affects the external and internal image of tourism companies and requires special attention from the point of view of reputation management. A list of key factors that most influence the image of companies as employers in the tourism sector has been studied, and the impact of these factors on the organizational identification of actual employees has been determined. A list of tools for shaping employee identification by category is provided. A comprehensive approach to shaping organizational identity is based on an analysis of previous factors influencing the image of tourism companies. The categories formed reflect the main areas of managerial influence on staff. The positive behavioral consequences that are formed in employees of tourism companies as a result of high organizational identification are indicated. These advantages include: increased employee loyalty, dissemination of positive content outside the work environment, reduced absenteeism, high level of customer-oriented service, and the formation of psychological capital. It was concluded that the identification of tourism company personnel has a two-way connection with the overall image through the formation of a unified style of personnel behavior that goes beyond formal job responsibilities.
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