Job and Labour Market Analysis: Career Counselling Case

You are a new Career Counsellor in a career consulting company.

You have been assigned TWO (2) clients, Rachel and Andrew, who are seeking career in the Hotel and Accommodation Services industry.

Rachel Tan

• Currently pursuing a part-time WSQ Advanced Certificate in Hospitality Operations Management through SkillsFuture, expected completion in June 2026.
• Graduated with a Diploma in Hotel and Accommodation Services from a polytechnic in 2019.
• Obtained WSQ Implement Service Innovation certification in 2023 and WSQ Manage Front Office Operations in early 2024.
• Started as a Front Office Officer at a 5-star international hotel chain in Singapore in 2020. Promoted to Front Office Executive in 2022, then to Assistant Front Office Manager in early 2024.
• A 29-year-old who recently celebrated her 2nd wedding anniversary in August 2024 and is planning to start a family after completing her current studies.
• Led the front office team to achieve the hotel’s “Guest Satisfaction Excellence Award” for consistently maintaining above 95% guest satisfaction scores in the 2^nd quarter of 2024.
• Discussed with her Front Office Manager about progressing to a Front Office Manager role in another hotel branch as part of her career advancement. Her Manager advised her to first complete her advanced certification and gain experience in revenue management before she would be considered.

Andrew Lee

• Currently enrolled in a 3-year part-time Bachelor of Hospitality Business degree programme with a local university, with an expected completion in March 2026
• Graduated with a Diploma in Mechanical Engineering (2016) and Specialist Diploma in Industrial IoT & Analytics (2022) from a local polytechnic.
• A 38-year-old single parent with 2 school-going children following the passing of his spouse. Sought career change to hospitality for better work-life balance and growth opportunities.
• Transitioned from Assistant Engineer role at a statutory board to Guest Relations Officer at a premium business hotel in Singapore in early 2023. Promoted to Guest Relations Supervisor in October 2024 after demonstrating strong analytical and process improvement skills.
• Under his leadership, his guest relations team achieved 98% guest satisfaction scores for corporate clients during the busy conference season in the 3^rd quarter of 2024, applying his engineering problem-solving approach to streamline guest service processes.
• Discussed his desire to progress to the role of Assistant Guest Services Manager with his department head, to provide better financials to his children. While Andrew was acknowledged for his strong analytical and systematic approach to operations, he was recommended to complete his degree and gain more experience in VIP guest handling before consideration in late 2025.
• Volunteers with a charitable organisation on weekends to honour his promise to his late wife.

To support you in this new role, your supervisor has shared several job opportunities/ positions in the industry that your clients are interested in (see Annex A).

Present a Job and Labour Market Analysis report containing the following sections and using the PowerPoint Template provided.

A. Candidate Profiling (25 Marks)

• Determine the state of emotions that your respective client is experiencing. Advise how you can help in your professional capacity.
• Use appropriate tools to analyse and improve on clients’ employability.

B. Industry and Organisation Analysis (15 marks)

• Provide an overview of the Hotel and Accommodation Services industry in Singapore as well as the demand and supply for professions in this industry.
• Identify ONE (1) suitable organisation, with the accompanied position from the list in Annex A, for each
• Apply PESTLE or SWOT analysis on the selected organisation from Annex A.
• Explain how your choice of organisation’s business strategy and other internal factors will influence its talent philosophy, staffing strategies and HR practices.

C. Job Analysis and Recommendations (30 marks)

• Analyse the job description and requirements of the positions you selected in Part B, using Knowledge, Skills, Abilities and Others (KSAOs).
• Profile each of your client for the selected job positions based on the Knowledge, Skills, Abilities and Others (KSAOs) required. Provide justifications on why the candidate is suitable to apply for the position.
• Advise your clients on the challenges, in terms of the changing job and labour market for the Hospitality and Accommodation Industry, that the client might face if he/she decides to apply for the position.
• Identify the recruitment strategies including recruitment channels, interview type and assessment method that the organisation may use to shortlist the suitable candidate.

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Expert Answers on Above Career Counselling Questions

Candidate profiling: Emotional state & Counselor support

Rachel Tan: From emotional point of view, Rachel was highly cautious and emphasises on balancing career ambition with family planning. Counsellor support should focus on providing reassurance, structure development in accordance with the goals of life stages.
Andrew Lee: Andrew is highly driven by financials and quite anxious because of single parent responsibilities. The counselor support should focus on providing stability focused guidance and confidence building.

Employability analysis tools

Skills and competency mapping is effective in matching the current skills against the requirements of jobs. SWOT analysis can be considered to evaluate the strengths, weaknesses, opportunities and threats. Training gap analysis can help in identifying the experience required for advancement.

Industry and organization analysis

An analysis of the hotel and accommodation service industry in Singapore indicates that there is positive growth witnessed after the Covid 19 pandemic, and there is high demand for front office managers and supervisory roles. Because of long working hours as a result of increasing demand in the industry, there are significant shortages of talent which needs to be filled up.

Organisation and position selection

The organisation for Rachel Tan is an international 5 star hotel chain with the position of front office manager whereas for Andrew Lee, the organisation is a premium business hotel and the position is assistant guest service manager.

PESTEL analysis:

The political scenario indicates that there is positive government support in Singapore via skillsfuture and tourism initiatives, and the rising tourism indicates significant demand as well. From a social point of view, higher Expectations for service excellence and the use of Technology like CRM and automation can assist further in providing quality services. Legal and environmental factors suggest that there is a need for sustainability within hotel practices to achieve long term growth.

Business strategy and HR implications

The focus should be on improving the service quality and achieving operational efficiency. This can be positively achieved by emphasising on internal promotions, structured training and leadership development.

Job analysis and recommendations

For the post of front manager/ assistant guest Service Manager, it is important to have knowledge about hospitality operations, how to manage guest relations etc. From a skills point of view, it is important to have leadership and communication skills and ability to achieve service recovery in no time. The mindset needs to be customer centric, and the candidate should be good at making decisions.

Client suitability for roles

Rachel Tan is highly suitable for the front office manager because of strong operational knowledge, proven service excellence and positive guest satisfaction. Andrew Lee is suitable for the assistant guest service manager post because of strong analytical and process management skills, and have sufficient degrees to support strategic capability.

Labour market challenges

The labour market challenges are in the form of increased competitions for managerial roles, achieving work life balance in hospitality management etc.

Recruitment strategies

Recruitment can be performed using channels like LinkedIn and internal promotions, and the selection can be achieved by way of conducting interviews based on competencies. The assessment methods can be in the form of role play simulations, and case studies.

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