Even Iconic Four Seasons Needs a Good Employer Brand

In this podcast…

If *anyone* understands the iconic Four Seasons brand, it’s Michael Peterman. Michael, the Vice President of Employer Brand and Insights, has spent over 18 years with Four Seasons, where he recently led a massive HR Transformation process that included consolidating HR processes across 94 hotels in 38 countries. With a focus on business outcomes, data, and measurement, plus the latitude to innovate, Michael turned the “softer” side of business into a healthy ROI in just 32 months. More recently, Michael has taken on defining the Four Seasons Employer Branding initiative.

In this episode of Resonate you will hear:

• Recognizing that hiring for skill is not as important as being able to recognize culture fit and a special innate attitiude (Four Seasons only accepts 2% of applicants)
• Dealing with the challenge of hiring for a a global brand: the tension between retaining local culture and instilling the Four Seasons culture
• Communicating with a global, mobile workforce to keep them engaged and focused on the future vision of the brand
• Locking arms (not horns) with Marketing to iterate a Consumer Brand AND an Employer Brand at the same time (not only was Marketing supportive, they asked “What took you guys so long?”)
• Getting an unlimited budget for the things you want to try (you need some mad data analytic skills for this one)

Heard in this podcast:

Jason Seiden, CEO & Cofounder, Brand Amper. Jason’s a storyteller. He launched Brand Amper, a brand management platform for recruiting, based on 20 years experience solving leadership and communications challenges for Fortune 500 executives and their employees.
Twitter: @Seiden