So You Want to Work in Hotels: The Interview - By Daniel Edward Craig

Are job prospects that bleak? Absolutely not. Hotels are always in need of great people, but competition is fiercer than ever. Taking the time to understand the unique culture of the hotel industry will give you a leg up on other candidates. Here are a few insider tips to help prepare you for that elusive hotel interview.

Martyrs need only apply. What's the quickest way to get an interview with a hotel? Highlight 'love working graveyard shifts' on your cover letter. The quickest way to end an interview? Say you're looking for something nine-to-five. Hotels are a 24-hour operation, and most entry-level positions involve shift work. Your best chance to get a foot in the door is to apply for a high-turnover position like room service attendant, busser, dishwasher, line cook or any graveyard position. Be specific, and be keen. Not like the young lady I interviewed who explained that graveyard shifts would give her time to work on her personal art projects.

Beware of the super-friendly people in suits. Your interviewer will smile and use your name frequently and will maintain eye contact for freakishly long periods of time. No, you're not being recruited into a cult. These basic service standards are programmed into our being. Some of us really are that happy, others are gifted actors, others are heavily medicated. Don't be lulled by that pleasant exterior; underneath is a hard-nosed interviewer who will assess your appearance, communication skills and attitude in three minutes flat. That's as much time as you'll have to impress our guests.

Perfection is something we strive for but never achieve. If your interviewer asks you to identify areas you'd like to improve, it's a euphemism for weaknesses. This question strikes fear into the heart of candidates and can result in awkward silences and moronic replies. Relax, it's okay not to be perfect. Provide an honest, thoughtful answer -- unless you suffer from kleptomania or multiple personality disorder, which you might want to keep to yourself. A woman I interviewed confessed that her only weakness was perfectionism. I drew my own conclusion -- lack of humility and self-delusion -- and quickly wrapped up the interview.

Is something burning? Hotels are notoriously short on office space, so don't be surprised if your interview is held in a bar, kitchen, ballroom or suite (though hopefully not in a bedroom). The activity around you -- sound checks, shattering dishes, grease fires -- will be distracting, but stay focused on your interviewer. If you're in the restaurant and are offered a beverage, ask for water or coffee, not a margarita and the filet mignon. During a dinner interview for a high-ranking position, I watched a candidate knock back two martinis and a half-liter of wine. Now that was distracting.

Hotels are glamorous for guests, not employees. Some hotel managers prance around like wealthy aristocrats, but in reality most employees live shockingly modest lifestyles when not on an expense account. The only exception is doormen, whom own apartment complexes and small tropical islands. Should your interview take you into the back-of-house, the area not meant for the eyes of guests, brace yourself for a sharp contrast: general disarray, strange odors and employees who look like they've never seen the light of day. A career in hotels won't make you wealthy, but it will make you rich in life experience.

Do you speak hotelese? Hotel employees are notorious for using jargon and acronyms to save time, sound smart and confuse guests into paying higher rates. If you don't understand a word your interviewer is saying, don't ask for an explanation -- you'll only be further confused. If you're interviewing with the revenue manager, hire an interpreter. Do some advance research to understand the language of hotels and to determine whether you're a good fit for the business. That way you'll avoid the fate of the employee I hired who went for a break on his first day and never came back.

Interviewing with the general manager. If the GM is late, don't fret. Given today's tight labour budgets, he or she is probably making beds or baking breakfast muffins. He will wax poetic about how the hotel is a home-away-from-home for guests and employees are like a family, and will seem distracted and vaguely irritated. If you don't get more than a few words in, don't be disheartened. This guy has been dealing with people so long he's got you figured out even before you open your mouth.

Managing post-interview anxiety disorder. You survived the interview, now what? More interviews. From two to five depending on the position and up to seventy-three for large chain hotels. Then silence. No, hoteliers don't take glee in tormenting you. Every position is critical to our success, and the hiring process takes time. Don't badger your interviewer with hourly calls or issue Twitter updates like 'Just interviewed with uptight chick at ABC Hotel. Hope I got the job!' Send a handwritten thank-you note or email -- no butterfly decals or smileys please -- and continue with your search. It's out of your hands now.

Yes, it's a tough job market, but if you're a good fit for the hotel business your resourcefulness and persistence will eventually pay off. Good luck.

That's not strategy. That's hoping social media will go away. It won't.

On the other side of the spectrum are hotels that have leapt into social networking on all fours. They're issuing Twitter updates every thirteen seconds and recruiting Facebook fans by the busload. But their messages carry the meaning and life expectancy of an air bubble, and their 'fans' are not brand advocates but deal-seekers who signed up hoping for something for free.

Social networking is not a contest to recruit the most followers. It is not a race to send out the most messages. It is less about talking than about listening. It's about engaging consumers in meaningful dialogue and recruiting brand advocates who will do the talking for you. These simple truths apply to every social media platform, from Twitter to Facebook to blogs to user review sites like TripAdvisor, Yelp and Expedia.

By now, most hotels have allocated funds for social networking. How best to spend this money? Given that participation in most platforms is free, the greatest expense is the time required to develop and maintain an effective program.

The first step is to establish your hotel's social media strategy. For most hotels, it should be simple: to utilize online networking tools to build a positive reputation and generate revenue. You need to determine the resources to dedicate, the distribution of responsibilities, the timeline, the tools to employ, and the standards regarding vocabulary, tone, imagery and responsiveness.

The next step is execution. Who will manage day-to-day activities? Your hotel's internet marketing company/search engine optimizer may seem like a natural fit given its expertise, but if it's located off-property, especially in a different city, it's a drawback.

Effective social networking requires the hotel to have an authentic, compelling voice that evokes its personality and brand. To engage in meaningful, real-time dialogue, the owner of this voice must have a finger on the pulse of the hotel's operations. Moreover, a system that requires hotel staff to feed information to an offsite company that in turn re-crafts and distributes it is inherently inefficient.

The same goes for the hotel's ad agency, PR company, social media strategist and corporate office. These entities have a role in strategy and implementation and should have an ongoing involvement, but the ultimate goal should be to bring social networking activities in-house.

It's a big job. A comprehensive social media program involves monitoring and conversing with entire online communities on a variety of platforms, disseminating and responding to feedback and using it to enhance the guest experience, blogging, and sourcing and distributing text, photo, video and mobile content. This role requires outstanding communication skills, technical proficiency, resourcefulness, strategic thinking, some serious multitasking, and a solid understanding of marketing and guest service.

Can your hotel justify a dedicated social media position? Consider how dramatically consumer decision-making has changed. Increasingly, travelers-independent and group, corporate and leisure-are consulting the opinions of others through social media platforms. Many are bypassing reservations and sales departments to book online. Have the resources of your hotel adequately shifted to reflect this new reality? It may be time to retire a reservations or sales position and replace it with a social media manager.

Yes, 'moving at a measured pace' is prudent, but social media is moving at a breakneck speed and too much dawdling will leave your hotel in the dust. It's time to take advantage of the enormous potential of social media. Your hotel's online reputation is at stake.


Daniel Edward Craig is a hotel consultant and the author of the hotel-based Five-Star Mystery series. He is the former vice president and general manager of Opus Hotels in Vancouver and Montreal and its current blogger-at-large. For more info visit www.danieledwardcraig.com or email dec@danieledwardcraig.com.

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