Employer branding in seasonal hospitality sector: combining the external image and internal experience of employees at Company XY

This master’s thesis examines employer branding and the employee experience within the specific context of the seasonal hospitality sector. The aim of the thesis is to use Company XY as a case study to identify potential discrepancies between the company’s externally communicated image and the reality experienced by its staff, and subsequently to formulate recommendations for optimizing recruitment and retention processes. The research employs a mixed-methods design: a quantitative longitudinal questionnaire survey measuring changes in the attitudes of new seasonal workers, and qualitative semi-structured interviews with long-serving and former seasonal employees. The results demonstrate a strong external brand driven by personal recommendations and flexible working hours, but also reveal a decline in loyalty among newcomers due to the physical strain of the work or a lack of transparency regarding career progression. The study concludes by proposing specific measures, including the implementation of realistic expectations of the job, the formalization of the induction process, and the systematic reactivation of seasonally inactive workers, all aimed at eliminating early staff turnover and permanently strengthening the company’s stability.