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A influência da estratégia de Employer Branding para a atração de talento da Geração Z
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Abstract(s)
O panorama laboral tem sido palco de múltiplas mutações nos últimos anos, o que se deve, em grande parte, à introdução das gerações mais novas no mercado de trabalho.
O presente estudo almeja analisar e compreender a influência das estratégias de Employer Branding para a atração de talento da geração Z, a última a ser introduzida no mercado laboral. Pretende-se, portanto, compreender em que medidas as diferentes políticas e práticas adotadas pelas organizações podem influenciar o interesse das gerações mais novas de trabalhar nas mesmas. Neste sentido, foi essencial identificar as dimensões desta estratégia, assim como os atributos mais valorizados pela geração Z para o mercado de trabalho, assim como as suas expectativas.
Para este propósito, foi realizado um estudo exploratório através de um inquérito por questionário à população ativa que nasceu entre 1997 e 2007, do qual resultaram 207 respostas. Os resultados mostram que os membros da geração Z portugueses atribuem uma grande importância à adoção de estratégias de Employer Branding por parte das empresas, sendo esta adoção transversal a todos as áreas e departamentos da organização.
Os atributos organizacionais como a flexibilidade, remuneração, reputação, ambiente de trabalho e progressão de carreira são extremamente importantes e relevantes para a satisfação do trabalhador e apesar de não variarem de acordo com a antiguidade na empresa, parecem mais importantes para os inquiridos do sexo feminino do que para os do sexo masculino. Apesar de todos os fatores organizacionais impactarem de alguma maneira a satisfação e a atração de potenciais candidatos, a remuneração demonstrou-se como o atributo mais importante neste estudo.
The labor landscape has undergone multiple changes in recent years, largely due to the entry of younger generations into the workforce. The present study aims to analyze and understand Employer Branding strategies’ influence on talent attraction among Generation Z members, the youngest generation to enter the labor market. Therefore, it seeks to comprehend to what extent the different policies and practices adopted by organizations can impact the interest of younger generations in working for them. In this regard, it was essential to identify the dimensions of this strategy, as well as the attributes most valued by Generation Z in the job market, and their expectations. For this purpose, an exploratory study was conducted through a questionnaire survey among the active population born between 1997 and 2007, resulting in 207 responses. The results demonstrate that Portuguese members of Generation Z attach great importance to the adoption of Employer Branding strategies by the companies they’re looking to work at or currently work in, and this adoption should be pervasive across all areas and departments of said organization. Organizational attributes such as flexibility, compensation, reputation, work environment, and career progression are all extremely important and relevant to workers’ satisfaction. Although these attributes do not vary according to tenure in the company, they appear to be more important to female respondents than to male respondents. Among all organizational factors, compensation proved to be the most important attribute in this study. While all organizational factors have some impact on satisfaction and the attraction of potential candidates, compensation has proven to be the most crucial attribute in this study.
The labor landscape has undergone multiple changes in recent years, largely due to the entry of younger generations into the workforce. The present study aims to analyze and understand Employer Branding strategies’ influence on talent attraction among Generation Z members, the youngest generation to enter the labor market. Therefore, it seeks to comprehend to what extent the different policies and practices adopted by organizations can impact the interest of younger generations in working for them. In this regard, it was essential to identify the dimensions of this strategy, as well as the attributes most valued by Generation Z in the job market, and their expectations. For this purpose, an exploratory study was conducted through a questionnaire survey among the active population born between 1997 and 2007, resulting in 207 responses. The results demonstrate that Portuguese members of Generation Z attach great importance to the adoption of Employer Branding strategies by the companies they’re looking to work at or currently work in, and this adoption should be pervasive across all areas and departments of said organization. Organizational attributes such as flexibility, compensation, reputation, work environment, and career progression are all extremely important and relevant to workers’ satisfaction. Although these attributes do not vary according to tenure in the company, they appear to be more important to female respondents than to male respondents. Among all organizational factors, compensation proved to be the most important attribute in this study. While all organizational factors have some impact on satisfaction and the attraction of potential candidates, compensation has proven to be the most crucial attribute in this study.
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Keywords
Employer Branding Atributos Organizações Colaboradores Geração Z