Employer Branding in the Hospitality and Tourism Sector : A Comparison of Finland and Greece

Abstract

This thesis explores how cultural, economic, and social factors influence Employer Branding (EB) strategies in the hospitality and tourism sectors of Finland and Greece. Both countries face increasing challenges in attracting and retaining skilled personnel, yet their distinct cultural and institutional contexts necessitate individualised EB approaches. By integrating theoretical frameworks from Hofstede, Trompenaars, and Lewis, the study examines national value systems and workplace behaviours that influence EB practices. A qualitative research design was adopted, combining semi-structured interviews with sector professionals and case study analysis from existing literature. The findings highlight Finland’s structured, egalitarian approach to EB, characterised by transparency, employee autonomy, and digital innovation. In contrast, Greece’s EB strategies reflect a relationship based, hierarchical context, where informal networks and seasonal employment dominate. The study reveals that culturally responsive EB strategies grounded in local values and supported by consistent HR practices enhance organisational performance, employee engagement and retention. It concludes with targeted recommendations for both countries, including the need for digitalisation in Greece and continuous employee development in Finland. This research contributes to the growing field of international EB by providing context-specific insights into two economically and culturally distinct EU member states.