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Influência do employer branding na assimilação da cultura organizacional pela geração Z : uma meta-análise qualitativa
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Num contexto organizacional em constante mudança, as organizações enfrentam o desafio de atrair e reter talento jovem, particularmente da geração Z, cujas expectativas em relação ao trabalho e à cultura organizacional diferem das gerações anteriores. É assim, que surge o employer branding, como uma estratégia essencial para comunicar uma proposta de valor atrativa e coerente com os valores desta geração. O presente estudo teve como objetivo principal compreender de que forma as estratégias de employer branding influenciam a assimilação da cultura organizacional por parte da geração Z, e, para isso, recorreu-se a uma meta-análise qualitativa de 20 artigos científicos publicados entre 2018 e 2024 e analisados com recurso à análise de conteúdo. Os resultados revelam que as estratégias de employer branding assentes na autenticidade, responsabilidade social, bem-estar e uma comunicação digital autêntica contribuem para uma maior identificação da geração Z com os valores organizacionais, sendo que, a coerência entre o discurso externo e a prática interna surge como um fator determinante na assimilação cultural. Este estudo reforça o papel estratégico da Gestão de Recursos Humanos na promoção de práticas alinhadas com a proposta de valor comunicada, bem como na criação de culturas organizacionais atrativas e significativas para os jovens colaboradores. São ainda discutidas as limitações do estudo e sugeridas linhas para futuras investigações.
In a constantly changing organisational context, companies face the challenge of attracting and retaining young talent, particularly from generation Z, whose expectations regarding work and organisational culture differ from those of previous generations. employer branding thus emerges as an essential strategy to communicate an attractive and coherent value proposition aligned with the values of this generation. The main objective of this study was to understand how employer branding strategies influence the assimilation of organisational culture by generation Z. To this end, a qualitative meta-analysis was conducted based on 20 scientific articles published between 2018 and 2024, analysed using content analysis. The results show that employer branding strategies based on authenticity, social responsibility, well-being, and authentic digital communication contribute to greater identification of generation Z with organisational values. The coherence between external discourse and internal practice emerges as a key factor in cultural assimilation. This study reinforces the strategic role of Human Resource Management in promoting practices aligned with the communicated value proposition, as well as in creating organisational cultures that are attractive and meaningful to young employees. The study’s limitations are also discussed, and suggestions for future research are presented.
In a constantly changing organisational context, companies face the challenge of attracting and retaining young talent, particularly from generation Z, whose expectations regarding work and organisational culture differ from those of previous generations. employer branding thus emerges as an essential strategy to communicate an attractive and coherent value proposition aligned with the values of this generation. The main objective of this study was to understand how employer branding strategies influence the assimilation of organisational culture by generation Z. To this end, a qualitative meta-analysis was conducted based on 20 scientific articles published between 2018 and 2024, analysed using content analysis. The results show that employer branding strategies based on authenticity, social responsibility, well-being, and authentic digital communication contribute to greater identification of generation Z with organisational values. The coherence between external discourse and internal practice emerges as a key factor in cultural assimilation. This study reinforces the strategic role of Human Resource Management in promoting practices aligned with the communicated value proposition, as well as in creating organisational cultures that are attractive and meaningful to young employees. The study’s limitations are also discussed, and suggestions for future research are presented.
Descrição
Palavras-chave
Employer branding Geração Z Cultura organizacional Estratégias de recrutamento Atração e retenção de talentos Generation Z Organizational culture Recruitment strategies Talent attraction and retention
Contexto Educativo
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Licença CC
Sem licença CC