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- Employer branding for Oceanário de LisboaPublication . Ecseri, Enikő; Xavier, RuteAttracting and retaining top talent in the competitive landscape of human resources, employer branding is one of the key factors to a successful execution. This Consulting Project dissertation explores, understands, and refines the employer branding of Oceanário de Lisboa, to make it more appealing to the candidates in the area of management, both internationally as well as locally. The paper digs deep into the topic of employee value proposition, employer branding, employee experience as well as the compensation structure in order to understand what the key influencing factors are to the job seekers market. The study aims to identify what the strengths and opportunities are for Oceanário to enhance their employer branding strategy. It also pinpoints the weaknesses of the organization, like the challenge of the company being perceived as an activity center, and not as a potential workplace. Besides this, it also addresses the deficiencies from an employer perspective, like incomplete job advertisements. To ensure comprehensive job description and clear communication to draw in new talent, different strategic recommendations were made. In conclusion, the consulting project serves as a guide for Oceanário to refine and enhance its employer branding strategy by utilizing some of the recommendations given to attract top talent, foster a positive work culture and position itself as a top employee in the competitive job market.
- Recruitment marketing strategies : leveraging employer branding to attract and engage candidatesPublication . Cerveira, Filipa; Xavier, RuteFor businesses to survive the fierce competition for talent acquisition, Employer Branding and Recruitment Marketing are fundamental areas that companies need to develop to survive the “talent war”. This research examines Multipessoal perception as an employer alongside its competitor9s recruitment marketing strategies. Additionally, investigates the hierarchy of job offer attributes preferred by candidates and its relationship with preferable company values, demographic profiles, and recruitment marketing awareness. The best practices of a recruitment marketing strategy were also analysed to provide recommendations on how Multipessoal can employ a recruitment marketing strategy to attract candidates. To gather information for this dissertation, different approaches were utilised including secondary data, content analysis, benchmark analysis, literature review, and two surveys: one for candidates and another for human resources and employer branding managers. Some relevant findings occurred, including the preference for the hiring company, the job description and the job title when looking for a job offer. However, there was no significant relationship found between these preferences and any of the hypotheses: company values, demographic profiles, and recruitment marketing awareness. Regarding recruitment marketing strategies, key practices include website optimization, live chat utilisation, video content creation, candidate email campaigns, paid advertising, and employee testimonial incorporation. Concluding, while no relationship was shown, this study stresses the importance of certain job offer attributes and their features alongside effective recruitment marketing strategies in attracting and retaining talent.
- Semear Campus : accessing the viability of an educational institution tailored for people with intellectual disabilitiesPublication . Martins, Francisco Costa; Xavier, RuteIn an era marked by increasing awareness of the importance of inclusive education and social equity, establishing educational institutions tailored to the needs of diverse student populations has become paramount. In Europe, around 87 million people have some form of disability. Despite countries' efforts to improve these people's social and economic situation, access to education, training, and employment still needs to be balanced. This problem is also faced in Portugal, where people with disabilities face high unemployment, mainly due to social barriers to employment and a shortage of appropriate training opportunities. Semear was established in 2014 as a source of hope and empowerment for students with intellectual disabilities and their families. Semear aims to support integrating people with intellectual disabilities, providing them professional training and adequate personal and social development. Now, Semear wants to expand and attract new students while providing the current students with more conditions for their development. Therefore, the main objective of this research is to develop a business plan, analyzing the economic and financial viability of the Semear Campus. Despite Semear's operational profitability, this project is not viable as it has a negative NPV. The main reason for the unfeasibility of the project is the amount that needs to be invested to build the campus, so the company must find partners and financiers who can meet these costs. In this thesis, and due to the early stage of the project, this support has yet to be considered.
- An exploration of the employer branding : the case of DHL Express PortugalPublication . Santos, Joana Inês Silvestre dos; Xavier, RuteThe paper explores the complex concept of employer branding by examining management techniques, internal as well as external components, and their impact on attracting and retaining top talent. By means of an examination of extant literature and empirical data, the study illuminates the complex dynamics involved in talent acquisition within the current competitive corporate landscape. The report emphasises how crucial it is to comprehend both internal and external employer branding in order to shape employee perception and company reputation. It also highlights how important it is to match employee values like work/life balance, career potential, and authenticity in order to successfully attract talent. Using DHL Express Portugal as a case study, this dissertation explores how effectively communicated mission and values can enhance employer perception. The research also identifies key attributes valued by potential employees, including career advancement, competitive compensation, and a positive work environment. A detailed analysis employing online surveys and regression studies reveals the significant influence of intrinsic factors (visible results, learning opportunities) and leisure aspects (work/life balance) on candidate interest in DHL. In conclusion, this dissertation provides valuable insights into understanding employee preferences and perceptions, offering practical strategies for organizations to enhance their employer branding endeavors. By aligning organizational offerings with employee values and preferences, organizations can create an environment conducive to attracting and retaining top talent in today's competitive labor market.