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Abstract(s)
Num contexto cada vez mais digital, em que as organizações se encontram em competição constante pela atenção dos colaboradores, e onde a escassez de talento se faz sentir, estas vêem-se na necessidade de repensar as suas estratégias, nomeadamente no âmbito do Employer Branding, quer ao nível da sua proposta de valor, quer no que diz respeito aos canais através dos quais comunicam a sua oferta distintiva, seja interna como externamente. Assim, o principal foco deste trabalho esteve na perceção do papel que, em particular, as redes sociais podem desempenhar na construção da Employer Brand, assim como compreender algumas das tendências do setor em estudo: o das agências de comunicação.A seleção deste setor deveu-se, em especial, ao facto de se tratar de um setor que tem mostrado um crescimento significativo em Portugal ao longo dos últimos anos, devido à crescente necessidade das organizações comunicarem de forma eficaz com os seus públicos-alvo e procurarem, por sua vez, organizações especializadas nessa vertente. Deste modo, o presente estudo teve como objetivo analisar os domínios das Redes Sociais e a Employer Brand tendo em vista perceber os efeitos que decorrem da sua análise conjunta. Para este efeito, a metodologia utilizada foi de cariz quantitativo, aplicado através de um inquérito por questionário lançado aos profissionais que trabalham em agências de comunicação em Portugal. A partir do estudo, e da triangulação dos dados recolhidos, foi possível inferir que efetivamente a comunicação da Employer Brand através de redes sociais, tanto a nível interno como externo, tem um papel fundamental na atratividade das agências de comunicação.
In an increasingly digital context, where organisations are in constant competition for employees' attention and where there is a shortage of talent, they need to rethink their strategies, particularly in terms of Employer Branding, both in terms of their value proposition and the channels through which they communicate their distinctive offer, both internally and externally. Thus, the main focus of this work was on understanding the role that social networks in particular can play in building an Employer Brand, as well as understanding some of the trends in the sector under study: communication agencies. The selection of this sector was due in particular to the fact that it is a sector that has shown significant growth in Portugal over the last few years, due to the growing need for companies to communicate effectively with their target audiences and to seek out companies that specialize in this area. Therefore, the aim of this study was to analyze the domains of Social Media and Employer Brand in order to understand the effects of their combined analysis. To this end, the methodology used was quantitative, applied through a questionnaire survey of professionals working in communication agencies in Portugal. Based on the study and the data triangulation, it was possible to determine that the communication of the Employer Brand through social networks, both internally and externally, plays a fundamental role in the attractiveness of communication agencies.
In an increasingly digital context, where organisations are in constant competition for employees' attention and where there is a shortage of talent, they need to rethink their strategies, particularly in terms of Employer Branding, both in terms of their value proposition and the channels through which they communicate their distinctive offer, both internally and externally. Thus, the main focus of this work was on understanding the role that social networks in particular can play in building an Employer Brand, as well as understanding some of the trends in the sector under study: communication agencies. The selection of this sector was due in particular to the fact that it is a sector that has shown significant growth in Portugal over the last few years, due to the growing need for companies to communicate effectively with their target audiences and to seek out companies that specialize in this area. Therefore, the aim of this study was to analyze the domains of Social Media and Employer Brand in order to understand the effects of their combined analysis. To this end, the methodology used was quantitative, applied through a questionnaire survey of professionals working in communication agencies in Portugal. Based on the study and the data triangulation, it was possible to determine that the communication of the Employer Brand through social networks, both internally and externally, plays a fundamental role in the attractiveness of communication agencies.
Description
Keywords
Redes sociais Comunicação interna Employer branding Agências de comunicação Organisational reputation Social networks Internal communication Communication agencies