Hospitality student perceptions on the use of sustainable business practices as a means of signaling attractiveness and attracting future employees

Employer attractiveness and recruiting success can offer a company competitive advantage. This study examines employer preference and attractiveness to current hospitality students through the examination of sustainable development behaviors as the signal of social responsibility. The research was conducted through a survey instrument which was administered to students enrolled in hospitality programs at four U.S. universities. Analysis of 341 responses indicated that the current industry practice of corporate philanthropy as the primary vehicle of signaling is outmoded and new behaviors emphasizing diversity and human rights are more effective in appealing to today's hospitality student.