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Os elementos-chave da estratégia de Employer Branding interno no Movimento Júnior Português
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Com a crescente competitividade no mercado laboral, as empresas procuram desenvolver fatores de distinção não apenas pelos produtos e serviços que oferecem, como pelo seu posicionamento como entidade empregadora. O Employer Branding surge, como uma estratégia para atrair e reter talentos, promovendo um ambiente organizacional positivo e alinhado com os valores organizacionais.
A presente dissertação tem como objetivo identificar os elementos-chave da estratégia de Employer Branding Interno (EBI) no contexto do Movimento Júnior Português (MJP).
As Júnior Empresas (JE) em Portugal desempenham um papel crucial no desenvolvimento profissional dos estudantes, oferecendo-lhes uma oportunidade prática de reforçar os conhecimentos adquiridos nos estudos. Todavia, como qualquer outra organização, enfrentam desafios significativos na atração e retenção de talentos qualificados, essenciais para garantir a continuidade e crescimento do Movimento e os seus negócios. Torna-se, assim, vital que estas organizações implementem estratégias eficazes de EBI para se destacarem como projetos desejáveis no meio académico.
Para este estudo, foram realizadas doze entrevistas semiestruturadas em formato virtual com membros de diferentes Júnior Empresas do MJP. Estes contactos permitiram obter uma perspetiva prática e realista acerca das práticas de EBI implementadas no Movimento.
Os resultados revelam que os elementos-chave do EBI no MJP incluem a formação e desenvolvimento, uma comunicação interna eficaz, o reconhecimento dos membros, a promoção de um equilíbrio entre vida profissional e pessoal (WLB) e a construção de uma identidade organizacional forte.
Conclui-se que uma estratégia bem delineada de EBI pode posicionar as JEs como projetos de escolha no meio académico. Os resultados obtidos visam apoiar as JEs na implementação de práticas eficazes de EBI, contribuindo para um desenvolvimento contínuo e sustentado em boas práticas. Estas dimensões contribuem, essencialmente, para a retenção dos membros e para a sua perceção corporativa positiva.
With the growing competitiveness in the labor market, companies are looking to develop distinguishing factors, not only in terms of the products and services they offer, but also in terms of their positioning as an employer. Employer Branding has therefore emerged as an indispensable strategy for attracting and retaining talent, promoting a positive organizational environment in line with organizational values. This dissertation aims to identify the key elements of the Internal Employer Branding strategy in the context of the Portuguese Junior Movement. Junior Enterprises (JE) in Portugal play a crucial role in the professional development of students, offering them a practical opportunity to reinforce the knowledge acquired during their studies. However, like any other organization, they face significant challenges in attracting and retaining qualified talent, which is essential to ensure the continuity and growth of the Movement and their businesses. It is therefore vital for these organizations to implement effective Internal Employer Branding strategies to stand out as desirable projects in the university. For this study, twelve semi-structured interviews were conducted in virtual format with members of different Portuguese Junior Enterprises. These contacts made it possible to obtain a practical and realistic perspective on the EBI practices implemented for the Movement. The results show that the key elements of Internal Employer Branding at Portuguese Junior Movement include training and development, effective internal communication, recognition of members, promoting a work-life balance (WLB) and building a strong organizational identity. It is concluded that a well-designed strategy can position JEs as projects of choice in the university. The results obtained aim to support JEs in implementing effective Internal Employer Branding practices, contributing to a continuous and sustained development of good practices. These dimensions essentially contribute to member retention and corporate perception.
With the growing competitiveness in the labor market, companies are looking to develop distinguishing factors, not only in terms of the products and services they offer, but also in terms of their positioning as an employer. Employer Branding has therefore emerged as an indispensable strategy for attracting and retaining talent, promoting a positive organizational environment in line with organizational values. This dissertation aims to identify the key elements of the Internal Employer Branding strategy in the context of the Portuguese Junior Movement. Junior Enterprises (JE) in Portugal play a crucial role in the professional development of students, offering them a practical opportunity to reinforce the knowledge acquired during their studies. However, like any other organization, they face significant challenges in attracting and retaining qualified talent, which is essential to ensure the continuity and growth of the Movement and their businesses. It is therefore vital for these organizations to implement effective Internal Employer Branding strategies to stand out as desirable projects in the university. For this study, twelve semi-structured interviews were conducted in virtual format with members of different Portuguese Junior Enterprises. These contacts made it possible to obtain a practical and realistic perspective on the EBI practices implemented for the Movement. The results show that the key elements of Internal Employer Branding at Portuguese Junior Movement include training and development, effective internal communication, recognition of members, promoting a work-life balance (WLB) and building a strong organizational identity. It is concluded that a well-designed strategy can position JEs as projects of choice in the university. The results obtained aim to support JEs in implementing effective Internal Employer Branding practices, contributing to a continuous and sustained development of good practices. These dimensions essentially contribute to member retention and corporate perception.
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Employer Branding Employer Branding interno Júnior Empresa Movimento Júnior Português Employer branding Internal employer branding Junior enterprise Portuguese junior movement
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