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Rolling out from the Hong Kong headquarters and extending across all markets the Group operates in, this global campaign aims to deliver a consistent and unified message.
Hotel operator Langham Hospitality Group (LHG) has launched its new people brand campaign effective 12 May 2025.
Rolling out from the Hong Kong headquarters and extending across all markets where the Group operates in, this global campaign aims to deliver a consistent and unified message about the experience and culture of being part of LHG to align with the company’s growth, while attracting, nurturing, and retaining top talent.
Centered around the tagline ‘MAKE your story our legacy’, the campaign is grounded in three guiding pillars – ’MAKE It Personal’, ‘MAKE It Together’, and ‘MAKE It Better’. These pillars reflect LHG’s vision of ‘Building Great Memories’ and values, which serve as fundamental beliefs and guiding principles for the Group.
The campaign visuals also incorporate the hotel's brand colours into the ‘MAKE’ logo through a colour palette. This symbolises not only the distinct attributes, but also the unity of the organisation and its commitment to striving towards broader goals together, celebrating individuality while reinforcing shared purpose.
“‘Make’ is not just a word; it's a mindset. It's the spark that ignites passion, creativity, and determination, reminding you that every decision, every action, and every achievement is a choice you make,” the company tells HRO exclusively.
“Our colleagues are empowered to craft their own path, challenge the status quo, push boundaries, take ownership of their contributions, discover their potential, while embracing the authentic selves. In doing so, they can, in turn, contribute to the greater good of the company.”
All creative materials on external platforms, including job boards, the career site, and social media channels, will be updated. Internally, content on LHG intranet, community hubs, internal communication tools, and onboarding materials have also been refreshed to ensure that all messages are consistent.
Sharing further on the project, the company elaborates that, to foster a sense of belonging within LHG as a larger community and enhance engagement, the campaign has adopted a bottom-up approach, engaging with colleagues across the globe – from food and beverage to rooms, and from the back office to frontline.
An employer brand champion has been nominated from each hotel to lead the global campaign launch. Hotel colleagues will also come together to participate in activities on launch day. Throughout the journey, the company has been listening to colleagues’ insights, understanding their experiences, and gathering feedback.
“Their voices have been instrumental in shaping this campaign. We want our employer brand to reflect the authentic spirit of our organisation. It captures the essence of our colleagues' voices in a short, purposeful, and inspiring phrase that precisely highlights what’s working like with us,” the company says.
Employees also play a crucial role in its communication strategy.
“We believe that the true essence of our employer brand resides within our employees. Therefore, we encourage them to share their colleagues' stories on social media using the hashtag #MAKEYourStoryOurLegacy, along with reposting and commenting. This will help enhance our social media presence and application flow,” the company emphasises.
To amplify the employer brand message, hotel colleagues are provided with training on social media platforms, focusing on content creation and tools to equip them with the skills needed.
On top of social media, employees are also encouraged to participate in employer branding initiatives, and act as brand ambassadors during events and recruitment efforts to spread the word to friends and families, and enhance the credibility and attractiveness of LHG.
Hiring managers at LHG will also receive training on interviewing skills that align with its employer branding philosophy.
“Through this campaign, we hope to position LHG as a workplace of choice and a community in which people can thrive,” the company affirms.
“We are committed to fostering an environment where creativity is encouraged, achievements are recognised, and everyone feels a sense of belonging.”
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