InterContinental Hotels Group believes celebrating difference is the key to global success

The projects encompass the full human resources cycle from the initial contact with potential candidates through to developing and fast-tracking loyal employees who use their individual drive and enthusiasm to take the organisation to the next level.

While numerous additional initiatives are being introduced throughout the year, 'e-careers', the 'Employer Brand' and the performance management toolkit, 'Winning Ways', are the main focus. An umbrella theme of 'room to be yourself' has been identified to underpin all schemes and tie them together by highlighting and rewarding people's differences.

The group's management and HR specialists claim they are doing this because it is getting harder and harder to find the right people. And with a global objective to grow globally by 60,000 rooms in three years, recruitment and retaining the right people are both vital.

Chris Watson, Vice President Human Resources, InterContinental Hotels Group, Middle East & Africa, said,

"We want to stand out as a company that shows we value the individual sprit of each and every one of our employees by creating an inspiring work environment and being proud to use our own people as role models."

"Work is a big part of our lives and it's important that we get something out of it. Similarly, we fundamentally believe that these new initiatives will help us get the best out of our people by allowing them the freedom to be themselves and excel in the areas they love," added Watson.

The new ventures are based on feedback from InterContinental Hotels Group staff throughout the world which showed clearly what they value as most important in working life. Employees wanted two things above all others - to be treated as an individual and to be given more public recognition for what they do.

The 'room to be yourself' theme evolved out of this feedback and is the backbone of a series of global standards that cover everything from how employees are inducted and trained to how their careers are managed and the ways in which everyone is kept informed of company news, developments and changes.

The 'Winning Ways' concept tracks performance management inline with the new value-led criteria, which is now used to evaluate people across the board. The five criterion are: 'Do the Right Thing', 'Aim Higher', 'Celebrate Difference', Show We Care' and 'Work Better Together.'

But the focus on individuals and their passions occurs well before employees even walk through the InterContinental Hotels Group door. While the newly launched 'e-careers' website has been designed to attract the right people and begin a personalised relationship from the start, a new-look Employer Brand Identity uses InterContinental Hotels Group's own people in advertisements to attract and retain people and communicate what the group stands for in HR terms.

The global website is dedicated to InterContinental Hotels Group careers throughout the world putting world-class people in touch with a world-class organisation and vice versa. The smooth and carefully tailored process puts candidates in immediate contact with the 'room to be yourself" way of thinking.

Through the Employer Brand, the group wants to find real people who bring their personal passions for hobbies to work. The use of regional people in advertisements will also address the growing issue of nationalisation, especially in the MEA region as well as representing the overall commitment to cultural diversity and positive difference.

Watson commented, "We want to feature our own people, outside of work, presenting something that they are passionate about. These images will be used externally in the recruitment market and internally to support our strategy. The idea is really starting to generate a lot of fun and recognition as photo shoots are taking place around the region."

Three properties which are hoping to reap the benefits of the globally aligned HR practices are the group of hotels at Dubai Festival City set to open after summer 2007. With over 1000 rooms, more than 1200 employees from 45 countries, speaking 80 spoken languages the recruitment, people management and development challenge is immense.

Tom Meyer, Area General Manager, InterContinental Hotels Group, Dubai Festival City believes the global approach will be a great help in recruiting the right mix of internationally and locally experienced people: "Due to the massive growth of hotel industry in Dubai it is getting more and more difficult to recruit talented individuals locally, however we still have great resources internationally and will draw on these to create a good balance."

"It is vital to have on board locally experienced people who can support, train and be of assistance to the rest of the team, especially during the first few months after they have arrived in Dubai," continued Meyer. "To know these individuals will be well represented and recognised for their efforts is extremely positive, not least because, as locals, they will shape our 'in the know' destination experiences."

He added, "We are continuously striving to improve our standards and it will certainly pay off to take the time and listen to what each individual employee has to say."

In nearby Oman, the Al Bustan Palace Intercontinental Muscat and Crowne Plaza Muscat are well on their way to attracting significant numbers of locals into the hospitality indutry and can only see the new HR resources improving the current situation.

Tony Zamora, Director of Operations, Oman, said, "At a recent development training more than half of the participants this year were Omani - a clear indication of the high calibre of local Omani talent currently working as professionals within the Sultanate."

While the international talent pool remains critical to world-class properties, InterContinental Hotels Group hotels are clearly ensuring local talent has plenty of 'room to be yourself' and this is welcomed by the company's senior executives and HR leaders.

Michel Tourniaire, Director of Operations, Intercontinental Hotels Group, Egypt, said, "Three employees in Egypt have already taken part in the Employer Brand advertisements and when staff see their peers recognised in this way it really has an affect. One skillful football player who works for InterContinental Hotels Group here in Egypt has been captured doing what he loves best and the pride this type of accolade instills in people is invaluable."

Tourniaire added, "We have already begun implementing Winning Ways and the structure is a welcome addition to our trainers' resources. As well as enhancing employees' professional experience with us, staff really believe in it as the system is based on their feedback and ideas and is what they want."

"The key is to offer a career," said Watson. "Everyone has a passion and whatever that is we want to offer the opportunity to exploit it at work with InterContinental Hotels Group. We aim to be the hotel company that sees the world through your eyes."