The tourism industry provides a fabulous platform for value-based internship programs. Interns can engage with business operations functions or focus on the visitor experience or work in a rotational program interacting with multiple departments. These internships are learning labs for students and post-graduates to gain experience in their desired field.
Whether a relatively short-term three- to 12-week experience with a municipal tourism office or a year-long program with the rights holder of a major college football bowl game, the value-based internship program that is constructed and monitored correctly can result in enormous benefits for all involved including the intern, the student’s respective institution and the organization that provides opportunities. Ideally, while the organization can gain new insights from rotating crops of interns, they can potentially also nurture a pipeline for recruiting new team members. The key is creating values-based as opposed to “ordinary” internships.
Creating the Values-Based Internship
A values-based internship is one that is aligned with the core values of the organization. It also offers practical, hands-on experience as opposed to a glorified study hall or holding cell where participants have little interaction with meaningful tasks or engagement opportunities with employees.
The values-based internship incorporates role models or mentors, offers feedback, encourages reflection and is mindful of the importance of collaboration and networking. It often integrates practical experiences with special assignments that allow interns to take control of planning an event or project concept. These types of internships go beyond simply providing practical skills and experience as they aim to cultivate a sense of integrity, responsibility and aura of professionalism.
The following is a five-step process to create a values-based internship program.
Step 1: Assessment
The organization’s role in developing a value-based internship program begins with an internal assessment of needs, desires and areas or departments in which interns can be effectively integrated. Knowledge of the personnel who can meaningfully interact with interns and cultivate a young, energetic new crop of fresh faces is crucial to ensuring a minimal level of satisfaction for all involved.
These supervisors need the appropriate time, patience and guidelines to effectively carry out their roles. Finally, the initial assessment involves defining general goals of the program that align with needs of the organization and considers the development of the intern. Examples of several broad-based goals for the organization include talent pipeline identification, brand affinity and increased innovative perspectives.
Step 2: Structure
Once supervisors, departments or areas, as well as over-arching goals, are identified, the second step in creating a values-based internship involves decisions about the structure of the experience. A finalized plan should consider the duration of the internship, the reporting times (in person and virtual), the specific roles and responsibilities of the interns, communication channels, supervisory reporting lines and the skills expected to be developed, as well as an evaluation phase. The structure is essentially the blueprint or mold the intern is expected to follow.
Rotational programs can be most beneficial due to multiple departments being able to assist and share knowledge of the ins and outs of the organization and industry, but there are many formats that also provide enormous benefits. There are numerous avenues to consider in developing and implementing values-based internships in the tourism industry but the key is to focus on distinctive characteristics that separate the experience from one that is ordinary.
Step 3: Orientation
Providing a comprehensive orientation process to familiarize interns with the company culture, policies and procedures is the third step of creating a values-based internship. The intern should be provided with a complete overview of the company including the mission, vision, values and stakeholders.
They should become acquainted with the scope of their responsibilities along with the lines of authority within the organization. They should also be provided with goals and expectations as well as training and development opportunities. Overall, the orientation should address access to tools, information and resources (e.g., mentors, software, etc.) to allow interns to adequately perform their role.
Step 4: Program Implementation
There are many activities to help organizations convert an ordinary internship into a values-based internship. Holding sessions to help interns with their career development goals and providing guidance into how to network with potential employers is one activity that elevates the experience. Incorporating customized projects with ongoing support is yet another means to transform the standard internship into a values-based program.
There are many challenges when trying to match an intern’s interest with available projects within the department; therefore, creating a customized project is a viable alternative to add value to the time with the organization. Customized projects in the tourism industry, for example, may include scenario planning or comprehensive marketing campaigns for future events.
These types of projects can accommodate the intern’s skills and expand their knowledge of what their position may entail in the real world. It also helps the protégé expand their résumé with evidence of applied skill sets. Finally, projects allow interns to practice skills in a leadership role and to refine competencies related to decision-making, delegation and task coordination.
Offering professional certifications also adds value to an intern’s resume and makes them more competitive. Learning from mentors, workshops, certification classes, etc. helps advance the intern’s knowledge base and employability. The activities in the implementation stage should be outlined in step 2 (Structure) and communicated in step 3 (Orientation).
Step 5: Evaluation
Feedback is the most important aspect when trying to improve the internship experience for the organization, intern and their sponsoring institution. Feedback to interns, both formally and informally, is important to professional growth.
The evaluation of the internship experience should include a review of processes, activities and engagement. The evaluation of an intern’s performance is separate from the overall program evaluation. An important component is in this step as a forum for interns to provide their feedback since it may lead to opportunities for an organization to enhance its program and become more attractive and beneficial to future candidates.
Reaping the Benefits
Many organizations that employ individuals with a minimum college-level education prefer candidates who also possess a degree of experience. Internships provide at least a baseline of experience and exposure to a field as they become a platform for true insights into a work environment. Individuals who have completed an internship are better prepared to know what to expect when pursuing a career. Hands-on experience helps potential employees immerse themselves in the environment and feel as though they are part of the team and organization.
Building lasting connections from an internship is crucial and the impact can go far beyond the internship itself. Networking opportunities with employees, clients and trade associations allow interns to expand their professional circles as they progress in their selected career avenue. Building connections with other experienced professionals can lead to mentorship opportunities to support an intern’s career journey. Along with mentorship, networking can lead to skill development and create an area of support.
While outcomes for quality interns may lead to glowing recommendations or job offers, the organization can also reap enormous benefits from well organized, value-based programs. Among these benefits are a cost-effective labor pool, fresh perspectives, a potential pipeline for entry-level employees or seasonal work, and a sense of corporate social responsibility (CSR) in communities they serve. Finally, the higher education and high school organizations sponsoring interns also reap benefits in potentially strengthening their relationship with organizations and industry.
The Final Word
Sticking to a general outline of a mold or blueprint when developing an internship program and adapting to changes in the industry helps provide a steady and beneficial experience for those participating. Making the mold flexible and adaptable for the intern allows each one to perform their best and ideally retain the knowledge and skills acquired.
In the long run, flexibility benefits organizations and creates a multitude of opportunities for interns. The potential outcome of a well-designed and supervised values-based internship program allows organizations to grow interns to become great potential team members which is a win-win for all involved. SDM
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