Digitalization.Tourism
Lighthouse project: Digitalization concept/strategy for the development of regional employer brands.
Initial situation & project description
The tourism and leisure industry is facing major challenges in strategic HR management. There is a shortage of qualified employees, high staff turnover and migration to other sectors. In Tyrol in particular, there is often a lack of strategic HR management and specialist knowledge. The demands of young employees have changed, which affects the image as an employer. In addition, the demand for skilled workers is increasing due to the growing number of guests. Many positions are being filled by foreign workers. Our planned lighthouse project aims to increase the attractiveness of the industry through innovative recruiting strategies and to position Tyrol as an attractive place to work. Regional institutions and companies are working closely together to achieve this.
Overview
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Description:
The goal of the project is to establish the Achensee region as an attractive place to work and to create a regional employer brand with innovative digital solutions. In the long term, the concept should serve as a model for other tourism regions and sectors and be flexibly expandable.
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Funding organization:
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Duration:
01.02.2024 - 31.07.2025
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Project Manager:
Prof. (FH) DDr. Mario Situm, MBA
Director of Studies Bachelor Business Management, Bachelor Business Psychology & Management, Bachelor Leadership & Business Management, Master Corporate Transformation Management -
Project Members:
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Prof. (FH) Dr. Alexandra Brunner-Sperdin
Vice Director of Studies Bachelor Marketing & Communication Management, Master Digital Marketing -
Emily Nicola Kirchlechner, MA
Project team member specializing in project management
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Project objectives
- Establishing Lake Achensee as an attractive working environment for skilled workers
- Use of innovative digital solutions to implement the project
- Integration of Achensee tourism as a pilot region
- Expansion of the "Job-Life Achensee" internet platform
- Supporting companies in the pilot region to increase their attractiveness as employers
- Highlighting Lake Achensee as an attractive place to work and live
- Providing a new type of digital interface between employers and potential employees
- Positioning Lake Achensee as a uniform, attractive employer region
- Creation of a digital marketplace for job offers
- Strengthening companies to ensure their continued existence and competitiveness
- Long-term use of the project as a model for other tourism regions and sectors, with the possibility of expansion
Intendend results of the project
- Development of a regional employer brand
- Integrating the attractiveness of a region into the concept
- Central role of the tourism association
- Creating an emotional connection for potential applicants through videos and multimedia content
- Provision of templates for companies for the uniform presentation of the region as an employer
- Efficient networking of applicants and companies through modern recruiting tools
- Strengthening the regional employer brand
- Creating a sustainable and scalable solution for different industries and regions
- Ensuring the continuous availability and distribution of new content through a catalog of measures and software tools.
The work packages of the project include:
- Project management
- Development of a marketing and HR concept
- Software development
- Pilot phase and analysis
- Training and support
- Dissemination and communication
