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Perceptions of employer branding dimensions and its effects on employee’s intention to stay
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Resumo(s)
What makes an organisation attractive? What elements define it? The
current challenge for organisations is to understand which features can promote
a positive perception among employees and potential employees.
Employer branding is increasingly getting attention among practitioners.
Although the concept converges on attracting and retaining talent, there are few
studies regarding employees' perception on employer branding. In this sense,
the aim of this dissertation is to analyse which perceived employer branding
dimensions have influence in Portuguese employee’s retention, in the
Information and Communication Technologies sector.
The methodology adopted was the quantitative approach through the
application of an online questionnaire. The two main variables of the study were
related to employer branding and employee retention. Thus, two instruments
were used to analyse it: Employer Branding Measurement Scale developed by
Tanwar and Prasad (2017), and part of the proposal in Bussin and Mouton
(2019) research.
Findings revealed that the dimensions of employer branding have
influence on employee retention. These results contribute to the existent
literature on employer branding and its effects on talent retention, as well as
assist organisations to acknowledge what elements should be considered when
developing its employer brand.
Descrição
Palavras-chave
Employer Branding Employee Retention Perception