| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.87 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Employer Branding, sendo um conceito relativamente atual, baseia-se nas
estratégias utilizadas por uma empresa com vista a melhorar a sua imagem enquanto
“ótimo lugar para trabalhar”, incrementando a sua reputação bem como atraindo e
retendo colaboradores, alcançando continuamente a sua satisfação. Este conceito,
quando bem aplicado, gera vantagem competitiva para a empresa e aumenta a sua
notoriedade, posicionando-a adequadamente no mercado.
O presente relatório, originado posteriormente ao estágio curricular realizado na
unidade hoteleira Hotel Tivoli Avenida Liberdade Lisboa pertencente ao grupo Minor
Hotels, tem como principal objetivo o estudo do employer branding na hotelaria e na
atração e retenção de talentos. Para o presente estudo, foram utilizadas metodologias
qualitativas e quantitativas através da realização de entrevistas aos elementos
integrantes do Departamento de Recursos Humanos e Diretor do Hotel e questionários
aos colaboradores do mesmo, com o propósito de compreender o impacto do employer
branding no processo de recrutamento e seleção bem como de explorar de que forma o
conceito é explorado.
O estudo tem como objetivo final entender de que forma o employer branding é
utilizado pelo hotel para |se destacar da concorrência e nos processos de recrutamento
e seleção como estratégia de atração e retenção. Através da investigação realizada,
identificaram-se as estratégias internas e externas utilizadas, analisaram-se o peso
destas estratégias e respetivos fatores significativos para os colaboradores aquando da
atração e retenção bem como foram analisados o impacto dos processos de
recrutamento e seleção nos colaboradores, a ligação entre os níveis de formação e a
valorização das práticas de employer branding praticadas bem como a área de formação
dos colaboradores aquando da valorização das práticas implementadas de employer
branding no hotel.
Posteriormente, realizou-se uma análise à eficácia do uso do employer branding
no hotel e aos fatores de atração e retenção que possuíam mais peso, finalizando com
algumas estratégias que poderão melhorar e incrementar estas práticas no hotel.
Relativamente aos resultados obtidos, estes evidenciam que, embora caracterizado pela
sua recente implementação e utilização no Hotel Tivoli Avenida Liberdade, o impacto que o employer branding detém numa empresa é significativo no que concerne à
transmissão da sua imagem em termos de atração e retenção de colaboradores, o modo
como as estratégias implementadas terão repercussões no recrutamento e seleção de
candidatos marcando pela diferença e inovação bem como a diferencia da concorrência
no mercado hoteleiro. Salienta-se, igualmente, a importância que o employer branding
possui em termos de destaque e notoriedade da unidade hoteleira externamente bem
como a imagem e evidências internas transmitidas pelos colaboradores que auxiliarão
na melhoria do desempenho e atratividade para o hotel.
Employer Branding, being a relatively current concept, is based on the strategies used by a company to improve its image as a "great place to work", enhancing its reputation as well as attracting and retaining employees, continuously achieving their satisfaction. This concept, when well applied, generates competitive advantage for the company and increases its notoriety, positioning it appropriately in the market. The main objective of this report, which follows on from the internship carried out at the Hotel Tivoli Avenida Liberdade Lisboa, part of the Minor Hotels group, is to study employer branding in the hotel industry and in attracting and retaining talent. This study used qualitative and quantitative methodologies through interviews with members of the Human Resources Department and questionnaires with the hotel's employees in order to understand the impact of employer branding on the recruitment and selection process, as well as to explore how the hotel uses this concept. The final objective of this study is to understand how employer branding is used by the Hotel Tivoli Avenida Liberdade Lisboa to stand out from the competition and in the recruitment and selection processes as an attraction and retention strategy. Through the research carried out, the strategies used both internally and externally were identified, the weight of these strategies and their respective significant factors for employees when it comes to attraction and retention were analyzed, as well as the impact of recruitment and selection processes on employees, the connection between training levels and the value placed on employer branding practices and the area of employee training when it comes to valuing the employer branding practices implemented at the hotel. An analysis was then made of the effectiveness of employer branding at the hotel and the most important attraction and retention factors, concluding with some strategies that could improve and increase these practices at the hotel. The results obtained show that, although characterized by its recent implementation and use at the Tivoli Avenida Liberdade Hotel, the impact that employer branding has on a company is significant in terms of transmitting its image in terms of attracting and retaining employees, the way in which the strategies implemented will have repercussions on the recruitment and selection of candidates, marking it out for its difference and innovation, as well as differentiating it from the competition in the hotel market. It also highlights the importance of employer branding in terms of the hotel's external prominence and notoriety, as well as the internal image and evidence transmitted by employees, which will help to improve the hotel's performance and attractiveness.
Employer Branding, being a relatively current concept, is based on the strategies used by a company to improve its image as a "great place to work", enhancing its reputation as well as attracting and retaining employees, continuously achieving their satisfaction. This concept, when well applied, generates competitive advantage for the company and increases its notoriety, positioning it appropriately in the market. The main objective of this report, which follows on from the internship carried out at the Hotel Tivoli Avenida Liberdade Lisboa, part of the Minor Hotels group, is to study employer branding in the hotel industry and in attracting and retaining talent. This study used qualitative and quantitative methodologies through interviews with members of the Human Resources Department and questionnaires with the hotel's employees in order to understand the impact of employer branding on the recruitment and selection process, as well as to explore how the hotel uses this concept. The final objective of this study is to understand how employer branding is used by the Hotel Tivoli Avenida Liberdade Lisboa to stand out from the competition and in the recruitment and selection processes as an attraction and retention strategy. Through the research carried out, the strategies used both internally and externally were identified, the weight of these strategies and their respective significant factors for employees when it comes to attraction and retention were analyzed, as well as the impact of recruitment and selection processes on employees, the connection between training levels and the value placed on employer branding practices and the area of employee training when it comes to valuing the employer branding practices implemented at the hotel. An analysis was then made of the effectiveness of employer branding at the hotel and the most important attraction and retention factors, concluding with some strategies that could improve and increase these practices at the hotel. The results obtained show that, although characterized by its recent implementation and use at the Tivoli Avenida Liberdade Hotel, the impact that employer branding has on a company is significant in terms of transmitting its image in terms of attracting and retaining employees, the way in which the strategies implemented will have repercussions on the recruitment and selection of candidates, marking it out for its difference and innovation, as well as differentiating it from the competition in the hotel market. It also highlights the importance of employer branding in terms of the hotel's external prominence and notoriety, as well as the internal image and evidence transmitted by employees, which will help to improve the hotel's performance and attractiveness.
Description
Relatório de estágio
Keywords
Employer branding Hotel Tivoli Avenida Liberdade Lisboa Atração Retenção Recrutamento Seleção Employer branding Attraction Retention Recruitment Selection