Ski resorts get creative in search for thousands of seasonal staffers
With Colorado resort economies roaring amid a dire shortage of affordable housing, ski-area operators are getting creative in the search for thousands of seasonal workers.
Companies are deploying online videos, hip social media posts and employer branding strategies while casting the net for employees, pitching their snowy resorts as not just vacation destinations but inspiring workplaces.
Vail Resorts, which needs about 10,000 seasonal workers at its four Colorado resorts each winter, has “invested very heavily” over the last year and a half in its employment brand, said Dave Reed, the resort operator’s vice president of talent acquisition. That investment includes the video-heavy vailresortscareers.com website as well as social and digital marketing efforts aimed at enlisting millennials.
Mountainfilm On Tour brings 10 documentary shorts, focusing on equity, to two local high schools and two local movie theaters. “Brotherhood Of Skiing,” for example, is about African Americans who love skiing and want to pass that love to the next generation.