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Employer branding : a importância da atração e retenção de talentos na Ilha de São Miguel, em diferentes setores de atividade
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Abstract(s)
A atração e retenção de talentos é um dos temas mais abordados na Gestão de Recursos Humanos. Num mercado cada vez mais competitivo, qualquer organização pretende ter os melhores consigo, a fim de obter os melhores resultados possíveis. Capacidades, competências, experiências e conhecimentos são características do capital humano desejadas por qualquer organização, para se diferenciar no mercado.
A gestão de recursos humanos adota estratégias que atraem e retém talentos. O employer branding desenvolve uma forte ligação entre a organização e o trabalhador, através dos valores e da cultura organizacional. Ter profissionais que valorizam a entidade empregadora e que têm um grande envolvimento com a organização é uma determinante para a motivação, compromisso e produtividade na empresa. É neste sentido que surge o conceito employer branding, procura ganhar vantagem competitiva no mercado utilizando práticas que potenciam a atração e retenção de talentos.
Para a elaboração da dissertação foi feita uma revisão de literatura das matérias em questão: o conceito de employer branding, employer value proposition, o talento e práticas de atração e retenção de talento. Após o desenvolvimento teórico, e de forma que se compreenda a realidade do tema na ilha de São Miguel, foram feitas entrevistas a algumas empresas da ilha de São Miguel, de diferentes setores de atividade.
A finalidade desta dissertação é compreender se as organizações na ilha de São Miguel, em diferentes setores de atividade, atraem e retêm os seus talentos, utilizando o processo de employer branding e, subsequentemente, perceber o que torna uma empresa diferente da do mercado e que é desejável por todos.
ABSTRACT: One of the most discussed topics in Human Resources Management is the attraction and retention of talent. In an increasingly competitive market, any organization wants to have the best working with them in order to obtain the best possible results. To stand out in the market, any organization counts on the skills, abilities, experience and knowledge of its human resources. Human resource management adopts strategies that attract and retain talent. Through organizational values and culture, employer branding develops a strong connection between the organization and the employee. Having professionals who value the employer and who have a strong involvement with the organization is a determinant of worker motivation, commitment and productivity. It is in this context that the concept of employer branding has arisen, aiming toward a competitive advantage in the market by using practices that enhance the attraction and retention of talent. To prepare this dissertation, a literature review was carried out on the subjects in question: the concept of employer branding, employer value proposition, talent and ways of attracting and retaining talent. With the theoretical framework in place, interviews were held with local companies, from different sectors of activity in order to understand the reality of the theme on the island of São Miguel. The purpose of this dissertation is to understand if organizations on the island of São Miguel, involved in different sectors of activity, attract and retain their talent by using the employer branding process and, subsequently, comprehend what makes a company different in the market and desired by all.
ABSTRACT: One of the most discussed topics in Human Resources Management is the attraction and retention of talent. In an increasingly competitive market, any organization wants to have the best working with them in order to obtain the best possible results. To stand out in the market, any organization counts on the skills, abilities, experience and knowledge of its human resources. Human resource management adopts strategies that attract and retain talent. Through organizational values and culture, employer branding develops a strong connection between the organization and the employee. Having professionals who value the employer and who have a strong involvement with the organization is a determinant of worker motivation, commitment and productivity. It is in this context that the concept of employer branding has arisen, aiming toward a competitive advantage in the market by using practices that enhance the attraction and retention of talent. To prepare this dissertation, a literature review was carried out on the subjects in question: the concept of employer branding, employer value proposition, talent and ways of attracting and retaining talent. With the theoretical framework in place, interviews were held with local companies, from different sectors of activity in order to understand the reality of the theme on the island of São Miguel. The purpose of this dissertation is to understand if organizations on the island of São Miguel, involved in different sectors of activity, attract and retain their talent by using the employer branding process and, subsequently, comprehend what makes a company different in the market and desired by all.
Description
Dissertação de Mestrado, Ciências Económicase Empresariais (Gestão de Recursos Humanos), 11 de março de 2022, Universidade dos Açores.
Keywords
Cultura Organizacional Gestão de Recursos Humanos Recursos Humanos Talento Empresarial Employer Branding Employer Value Proposition Entrepreneurial Talent
Pedagogical Context
Citation
Couto, Beatriz Almeida Machado (2022). "Employer branding: a importância da atração e retenção de talentos na Ilha de São Miguel, em diferentes setores de atividade", 80 p.. Dissertação de Mestrado em Ciências Económicase Empresariais (Gestão de Recursos Humanos). Ponta Delgada: Universidade dos Açores. [Consult. Dia Mês Ano]. Disponível em www:<http://hdl.handle.net/10400.3/6315>