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Publication
Employer branding - atrair e reter pessoas numa empresa familiar de estofos
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| 12.74 MB | Adobe PDF |
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Abstract(s)
Este projeto foi desenvolvido na Estofos FRS, uma empresa familiar de estofos localizada em Gandra, Paredes. O desafio surgiu da necessidade de desenvolver uma estratégia de atração e retenção de pessoas numa região e setor altamente competitivos, com escassez de mão-de-obra qualificada. Neste sentido, o principal objetivo é posicionar a empresa como um empregador atrativo, através da implementação de práticas de Employer Branding.
A metodologia adotada baseou-se no Project Management Body of Knowledge (PMBOK), que orientou todas as etapas do projeto. Para a recolha de informação foram utilizadas diferentes técnicas de investigação, nomeadamente análise documental, focus groups, entrevistas, observação direta e aplicação de questionários.
As iniciativas implementadas foram organizadas em dois eixos: atração e retenção. No âmbito da retenção, destacam-se: o plano de acolhimento e integração, as atividades de equipa e bem-estar, e o plano de comunicação interna. Na atração: o programa de recomendação, a reformulação da identidade organizacional (missão, visão, valores e o rebranding da imagem da empresa) e a criação de presença digital nas redes sociais.
No eixo da retenção, os resultados demonstraram melhorias na comunicação interna, maior participação nas atividades/eventos e reações positivas à nova identidade, reforçando a cultura da empresa e aumentando a satisfação global dos colaboradores. No eixo da atração, com a nova imagem e presença digital, espera-se, a médio-longo prazo, um aumento da atratividade da empresa.
A implementação de práticas de employer branding adatapdas à realidade da empresa, contribuem para posicionar a Estofos FRS como um local mais atrativo para trabalhar. Assim, este projeto reforça a importância de encarar o employer branding como um processo estratégico e contínuo, mesmo para PME’s, devendo ser construído de dentro para fora, com base nos valores organizacionais.
This project was developed at Estofos FRS, a family-owned upholstery company located in Gandra, Paredes. The challenge emerged from the need to develop strategy to attract and retain people in a highly competitive region and industry, marked by a lack of qualified people. In this context, the main goal was to position the company as an attractive employer through the implementation of Employer Branding practices. The methodology adopted was based on the Project Management Body of Knowledge (PMBOK), which guided all stages of the project. Various research techniques were used for data collection, namely document analysis, focus groups, interviews, direct observation, and surveys. The initiatives implemented were structured around two main areas: attraction and retention. In terms of retention, the key initiatives included: onboarding and integration plan, team and well-being activities, and an internal communication plan. In terms of attraction: referral program, redefinition of the organizational identity (mission, vision, values, and company rebranding), and the establishment of a digital presence on social media. Regarding retention, the results showed improvements in internal communication, increased participation in activities/events, and positive reactions to the new identity, reinforcing the company’s culture and increasing overall employee satisfaction. In terms of attraction, with the new brand image and digital presence, an increase in the company’s attractiveness is expected in the medium to long term. The implementation of employer branding practices adapted to the company’s reality contribute to positioning Estofos FRS as a more attractive place to work. Therefore, this project reinforces the importance of approaching employer branding as a strategic and ongoing process, even for SMEs, which should be built from the inside out, grounded in the organization’s values.
This project was developed at Estofos FRS, a family-owned upholstery company located in Gandra, Paredes. The challenge emerged from the need to develop strategy to attract and retain people in a highly competitive region and industry, marked by a lack of qualified people. In this context, the main goal was to position the company as an attractive employer through the implementation of Employer Branding practices. The methodology adopted was based on the Project Management Body of Knowledge (PMBOK), which guided all stages of the project. Various research techniques were used for data collection, namely document analysis, focus groups, interviews, direct observation, and surveys. The initiatives implemented were structured around two main areas: attraction and retention. In terms of retention, the key initiatives included: onboarding and integration plan, team and well-being activities, and an internal communication plan. In terms of attraction: referral program, redefinition of the organizational identity (mission, vision, values, and company rebranding), and the establishment of a digital presence on social media. Regarding retention, the results showed improvements in internal communication, increased participation in activities/events, and positive reactions to the new identity, reinforcing the company’s culture and increasing overall employee satisfaction. In terms of attraction, with the new brand image and digital presence, an increase in the company’s attractiveness is expected in the medium to long term. The implementation of employer branding practices adapted to the company’s reality contribute to positioning Estofos FRS as a more attractive place to work. Therefore, this project reinforces the importance of approaching employer branding as a strategic and ongoing process, even for SMEs, which should be built from the inside out, grounded in the organization’s values.
Description
Keywords
Employer branding Marca empregadora Atração e retenção de talento Satisfação organizacional. Employer branding Employer brand Talent attraction and retention Organizational satisfaction