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Abstract(s)
Atualmente as empresas precisam de atrair e reter os melhores colaboradores para ganhar vantagem competitiva no mercado. O Employer Branding surge suportado na literatura como prática que potencia a atração e retenção do melhor talento. Este trabalho explora as práticas de Employer Branding utilizadas pela empresa Michael Page relativamente à atração e retenção de colaboradores e qual o seu efeito. A análise critica das práticas e a confrontação com o turnover e a taxa retenção de colaboradores permite concluir que a construção de uma marca forte influencia o fluxo de potenciais candidatos ainda que muitos sejam desajustados às necessidades da empresa. As políticas de recursos humanos, centradas no desenvolvimento e progressão dos colaboradores favorecem a retenção dos melhores colaboradores. Este trabalho permite uma melhor compreensão do conceito numa abordagem holística em contexto real, e entender o efeito de utilização desta prática.
Actually, companies need to attract and retain best employers in order to achieve competitive advantage in the market. The Employer Branding emerge supported in literature as practice that increase de potential of attraction and retention of the best talent. This work explores which Employer Branding practices are used in Michael Page company towards the attraction and retention and what its effect. Critical analysis of practices and a comparison with turnover and tax retention of employees allow to conclude that build a strong company influence the flow of potential candidates even though many are misadjusted from the needs of the company. Human resources policies, focused on the development and progression of employees, favor the retention of the best employees. This work allows a better understanding of the concept in a holistic approach in real context and understand the effect of using this practice.
Actually, companies need to attract and retain best employers in order to achieve competitive advantage in the market. The Employer Branding emerge supported in literature as practice that increase de potential of attraction and retention of the best talent. This work explores which Employer Branding practices are used in Michael Page company towards the attraction and retention and what its effect. Critical analysis of practices and a comparison with turnover and tax retention of employees allow to conclude that build a strong company influence the flow of potential candidates even though many are misadjusted from the needs of the company. Human resources policies, focused on the development and progression of employees, favor the retention of the best employees. This work allows a better understanding of the concept in a holistic approach in real context and understand the effect of using this practice.
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Keywords
Employer branding Identidade organizacional Imagem organizacional Atratividade organizacional Lealdade à organização Atração de colaboradores Retenção de colaboradores Organizational identity Organizational image Organizational attractiveness Organizational loyalty Employees' attraction Employees' retention