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- THE IMPACT OF MENTORING AND HELPING RELATIONSHIPS IN THE INFORMAL PROCESS OF EMPLOYEE BRANDING: CONSTRUCTION OF THE MEASURING INSTRUMENTPublication . Sousa, Andrea; Thomaz, João; Ferreira, Paulo; Jorge, Fátima; Santos, EuláliaThe process of employee branding (EeB), according to Miles and Mangold (2004; 2005) promotes and strengthen the psychological contract between employees and the organization by increasing and maximizing the employees’ sense of commitment and loyalty. The object of this research focuses on the measurement of the impact of mentoring and helping relationships in the informal process of EeB, with a focus on People and on an integrated vision of the Human Resources Management and Organizational Behavior, based on the exchange ratio of Relationship Marketing. With the introduction of a new variable (mentoring and helping relationships), this article focuses on the construction of the measuring instrument and the confirmation of its validity and reliability, in order to measure the involvement and internalization of the “effect of employee brand” in organizations.
- The dynamics of the employee branding effect: The valuation of interpersonal relationships in organizational resultsPublication . Sousa, Andrea; Thomaz, João; Santos, Eulália; Felizardo, AquilinoFocusing on competency management, the Employee Branding Effect process results from the increase of catalytic actions of the interpersonal relations domain, which stem from the informality created in social exchanges both inside and outside organizations, namely by the introduction of mentoring and helping relations between chiefs and headed. The Employee Branding Effect contributes to a real and concrete diagnosis of the organizational and relational environment of the organizations, by promoting and reinforcing the psychological contract between employees and the organization. The present study covered 30 organizations in the central zone of Portugal that responded to a questionnaire survey for Employee Branding Effect measurement. The results statistically show that the moderating effect of mentoring and helping relationships actions, from the informal domain over the formal domain of the organizations, confirm a positive increase of the employee branding process results when promoted by actions within the scope of the interpersonal relations.