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Abstract(s)
Employer Branding é uma recente ferramenta usada na Gestão de Recursos Humanos que desenvolve a marca corporativa assim como, cria uma relação ativa entre a organização e os candidatos qualificados a recrutar e a reter. Nos dias de hoje, cada vez mais, as organizações têm que ter um cuidado especial na retenção dos seus colaboradores. A retenção de colaboradores numa organização é prioritária para a Gestão de Recursos Humanos, pois leva a que as empresas atinjam altos níveis de lucratividade e sucesso.
O objetivo central desta investigação é perceber de que forma as organizações em Portugal retêm os seus colaboradores e que práticas utilizam para tal. Importa também perceber como as organizações pensam a retenção de colaboradores, ou seja, qual a visão que têm sobre a temática e, se utilizam o processo de Employer Branding para aumentar o grau de retenção e satisfação de colaboradores.
Para a realização deste estudo foram analisadas onze empresas em Portugal, com áreas de negócio distintas e de diferentes localizações a nível nacional. Foi utilizada a metodologia qualitativa, recorrendo à entrevista semiestruturada como técnica de recolha de informação. No total, foram realizadas onze entrevistas aos responsáveis de Recursos Humanos de cada uma das organizações, ou a um dos colaboradores do departamento que estivesse ligado à gestão de pessoas.
Os resultados finais desta investigação sugerem, que cada vez mais o processo de Employer Branding começa a ganhar terreno na gestão de recursos humanos e, que as empresas em Portugal se preocupam com a retenção dos seus colaboradores, utilizando práticas diversas e, muitas vezes criativas para o conseguir.
Employer Branding is a new tool used in Human Resources Management which develops a corporate branding as well as creates an active relationship between the organization and the qualified candidates to recruit and retain. Nowadays, the organizations have to take special care in the retention of its employees. The retention of employees is a priority for the Human Resources Management, as it leads the businesses to achieve high levels of profitability and success. The main goal of this research is to understand how the organizations settled in Portugal retain their employees and what practices are used to do so. It is also indeed important, and if so, what is their vision on the subject and, if it is through the Employer Branding process that they can achieve higher rates of retention and satisfaction of their employees. For this study were analyzed eleven companies in Portugal, from distinct business areas and different locations. The qualitative methodology was used and the main technique of data collection was the semi-structured interviews. Altogether, eleven interviews were held to the responsible for Human Resources of each organization, or one of the department's employees who were linked to people management. The final results of this investigation suggest that the process of Employer Branding begins to gain ground in human resource management and that the companies in Portugal are concerned with the retention of its employees, using different practices and sometimes, creative strategies to achieve it.
Employer Branding is a new tool used in Human Resources Management which develops a corporate branding as well as creates an active relationship between the organization and the qualified candidates to recruit and retain. Nowadays, the organizations have to take special care in the retention of its employees. The retention of employees is a priority for the Human Resources Management, as it leads the businesses to achieve high levels of profitability and success. The main goal of this research is to understand how the organizations settled in Portugal retain their employees and what practices are used to do so. It is also indeed important, and if so, what is their vision on the subject and, if it is through the Employer Branding process that they can achieve higher rates of retention and satisfaction of their employees. For this study were analyzed eleven companies in Portugal, from distinct business areas and different locations. The qualitative methodology was used and the main technique of data collection was the semi-structured interviews. Altogether, eleven interviews were held to the responsible for Human Resources of each organization, or one of the department's employees who were linked to people management. The final results of this investigation suggest that the process of Employer Branding begins to gain ground in human resource management and that the companies in Portugal are concerned with the retention of its employees, using different practices and sometimes, creative strategies to achieve it.
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Keywords
Employer branding Retenção Gestão de recursos humanos Retenção de colaboradores Práticas de retenção Empresas em Portugal Cultura organizacional Employer branding Retention Human resources management Employee retaining Retaining strategies Company’s in Portugal Organizational culture