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Employer branding e reputação, uma relação com os colaboradores no centro : o caso do grupo Ageas Portugal
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Num contexto em que a guerra pelo talento se intensifica, enquanto as organizações são desafiadas por critérios de relevância e exigências de proatividade holística no seu posicionamento no mercado de trabalho, o Employer Branding surge como estratégia-chave para o incremento da satisfação dos colaboradores e para a valorização do seu papel como agentes ativos na manutenção da reputação corporativa. O presente estudo, aplicado no Grupo Ageas Portugal, procura investigar o processo de implementação e monitorização das práticas de Employer Branding, explorar as respetivas perceções e compreender de que forma os colaboradores atuam como embaixadores da organização, por meio da questão de investigação - Em que medida as estratégias de Employer Branding, seguidas pelo Grupo Ageas Portugal, têm reflexo na experiência dos seus colaboradores e influenciam a forma como estes contribuem para a reputação da marca empregadora? Com o objetivo de avaliar o grau de alinhamento entre discurso e realidade, este estudo assumiu uma abordagem qualitativa, num total de dezassete entrevistas, posteriormente analisadas através de análise temática. Os resultados permitiram atribuir um carácter multidisciplinar à dimensão do Employer Branding, devido à interdependência de áreas como a Cultura Organizacional, a Comunicação Interna, os Recursos Humanos, a Comunicação Externa e a pertinência inesperada da Liderança e Gestão de mudança. Para além disso, a gestão ágil destas práticas potencia a experiência dos colaboradores de forma positiva, com influência no seu engagement com a organização. Nestas condições, é criado um ambiente propício à manutenção da marca empregadora, por meio da partilha da real experiência vivida pelos colaboradores. Este estudo demonstra que, apesar do caminho de aperfeiçoamento necessário à estratégia, os colaboradores do Grupo Ageas Portugal reconhecem a robustez da proposta de valor para o colaborador (PVC) e nela encerram, em parte, a motivação para o cumprimento dos objetivos e metas da organização. Lado a lado, a perceção interna transforma-se num resultado estratégico tangível, com valor comunicacional que serve a reputação da organização e o empoderamento da marca.
In a context where the war for talent is intensifying, while organisations are challenged by criteria of relevance and demands for holistic proactivity in their positioning in the labour market, Employer Branding emerges as a key strategy for increasing employee satisfaction and valuing their role as active agents in maintaining corporate reputation. This study, conducted at the Grupo Ageas Portugal, seeks to investigate the process of implementing and monitoring Employer Branding practices, explore the respective perceptions and understand how employees function as ambassadors for the organisation, through the research question: To what extent do the Employer Branding strategies followed by Grupo Ageas Portugal, reflect the experience of its employees and influence the way they contribute to the employer brand's reputation? With the aim of assessing the degree of alignment between discourse and reality, this study took a qualitative approach, divided into two interview phases, with a total of seventeen interviews, which were subsequently analysed through thematic analysis. The results allowed us to attribute a multidisciplinary character to the dimension of Employer Branding, due to the interdependence of areas such as Organisational Culture, Internal Communication, Human Resources, External Communication and the unexpected relevance of Leadership and Change Management. In addition, the agile management of these practices enhances the employees’ experience in a positive way, influencing their engagement with the organisation. Under these conditions, an environment conducive to maintaining the employer brand is created through the sharing of real experiences. Under these conditions, an environment conducive to maintaining the employer brand is created through the sharing of the real experiences of employees. This study shows that, despite the necessary improvements to the strategy, Grupo Ageas Portugal employees recognize the sturdiness of the employee value proposition (EVP) and see it as part of their motivation to achieve the organization's objectives and goals. Side by side, internal perception becomes a tangible strategic result, with communicational value that serves the organization's reputation and brand empowerment.
In a context where the war for talent is intensifying, while organisations are challenged by criteria of relevance and demands for holistic proactivity in their positioning in the labour market, Employer Branding emerges as a key strategy for increasing employee satisfaction and valuing their role as active agents in maintaining corporate reputation. This study, conducted at the Grupo Ageas Portugal, seeks to investigate the process of implementing and monitoring Employer Branding practices, explore the respective perceptions and understand how employees function as ambassadors for the organisation, through the research question: To what extent do the Employer Branding strategies followed by Grupo Ageas Portugal, reflect the experience of its employees and influence the way they contribute to the employer brand's reputation? With the aim of assessing the degree of alignment between discourse and reality, this study took a qualitative approach, divided into two interview phases, with a total of seventeen interviews, which were subsequently analysed through thematic analysis. The results allowed us to attribute a multidisciplinary character to the dimension of Employer Branding, due to the interdependence of areas such as Organisational Culture, Internal Communication, Human Resources, External Communication and the unexpected relevance of Leadership and Change Management. In addition, the agile management of these practices enhances the employees’ experience in a positive way, influencing their engagement with the organisation. Under these conditions, an environment conducive to maintaining the employer brand is created through the sharing of real experiences. Under these conditions, an environment conducive to maintaining the employer brand is created through the sharing of the real experiences of employees. This study shows that, despite the necessary improvements to the strategy, Grupo Ageas Portugal employees recognize the sturdiness of the employee value proposition (EVP) and see it as part of their motivation to achieve the organization's objectives and goals. Side by side, internal perception becomes a tangible strategic result, with communicational value that serves the organization's reputation and brand empowerment.
Descrição
Palavras-chave
Employer branding Colaborador Reputação Proposta de valor ao colaborador (PVC) Cultura organizacional Comunicação Employee Reputation Employee value proposition (EVP) Organizational culture Communication
Contexto Educativo
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Licença CC
Sem licença CC