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O employer branding é hoje em dia visto como uma ferramenta que as empresas podem usar para manter e atrair novos talentos. Ainda que seja um fator de diferenciação só mais recentemente é que têm sido realizados estudos académicos que abordem o tema e as empresas só há pouco tempo começaram a reconhecer a importância desta ferramenta.
O âmbito da investigação é a análise de um estudo de caso sobre as práticas de recursos humanos seguidas por uma unidade de saúde privada portuguesa, comparando-as com as que a literatura sugere.
Para dar resposta às questões de investigação optou-se por uma abordagem de caráter qualitativo, tendo sido concretizado através do recurso a técnicas pela realização de análise documental, através de entrevistas semidiretivas aos colaboradores e pela análise do seu conteúdo e ainda através da observação participante no terreno por parte da investigadora.
O estudo apresenta assim a perspetiva de uma empresa de saúde privada portuguesa, no que diz respeito às práticas de recursos humanos que esta leva a cabo no seu dia-a-dia e o que pode empreender para se tornar um melhor lugar para trabalhar.
Tendo isso em mente, a conclusão passa pelo confronto das práticas da organização com os conhecimentos proporcionados pela literatura neste domínio e culmina com algumas sugestões para que a empresa seja cada vez mais desejável por quem a elege como empregadora.
Employer branding is seen as a tool that can be used by companies and is workers in order to maintain and attract new talents. Although it’s a differentiation factor only recently the academics have been study this subject and companies recognising his importance. The main scope of the research is the analysis of a case study about the human resources practices follow by a major company in the area of private health, comparing them with the ones suggested by literature. In order to find a reply to the research questions the adopted methodology is a qualitative case study featured by the use of techniques for conducting documental analysis, semi directive interviews with employers of the company, the analysis of that interviews and through participant observation in the field. This study represents the perspective of a big Portuguese company in the private health sector regarding the human resources practices they use in their everyday work and what can they do in order to become a better place to work. Having this in mind, the conclusion include, confronting the organization's practices with the knowledge provided by the literature in this field and culminating with some suggestions of practices that the organization should consider in order to become a more desirable place to work for those o elect her as employee.
Employer branding is seen as a tool that can be used by companies and is workers in order to maintain and attract new talents. Although it’s a differentiation factor only recently the academics have been study this subject and companies recognising his importance. The main scope of the research is the analysis of a case study about the human resources practices follow by a major company in the area of private health, comparing them with the ones suggested by literature. In order to find a reply to the research questions the adopted methodology is a qualitative case study featured by the use of techniques for conducting documental analysis, semi directive interviews with employers of the company, the analysis of that interviews and through participant observation in the field. This study represents the perspective of a big Portuguese company in the private health sector regarding the human resources practices they use in their everyday work and what can they do in order to become a better place to work. Having this in mind, the conclusion include, confronting the organization's practices with the knowledge provided by the literature in this field and culminating with some suggestions of practices that the organization should consider in order to become a more desirable place to work for those o elect her as employee.
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Employer branding Práticas de recursos humanos Estudo de caso Employer branding Human resources practices Case study