How Do Asian Hotels Convey Their Psychological Employer Value Propositions? A Big Data Analysis of Job Postings

This study examines how Asian hotels communicate psychological employer value propositions (P-EVPs) as an employer branding tactic to address labor challenges. Data was collected by analyzing 4603 job postings on Indeed, a popular career website. Pre-defined codes were employed to quantify and analyze data from five key Asian cities. The findings provide a comprehensive understanding of the engagement levels associated with specific themes and sub-categories embraced in P-EVP communication. Furthermore, a comparative analysis among the five cities was conducted, offering valuable insights into their relative positioning compared to other prominent cities in Asia, which aids hotels in customizing their P-EVPs within their respective markets.