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Relação entre as percepções internas e externas de uma empresa: Brand equity sob a perspectiva dos funcionários e possíveis candidatos
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É possível perceber no âmbito empresarial uma crescente preocupação dos CEOs em encontrar e manter talentos. Segundo os dados de uma pesquisa apresentada por Mosley (2015), em 2015 73% dos CEOs relataram estar preocupados com a disponibilidade de candidatos com as habilidades-chave para as empresas. Em Portugal isto agrava-se nas áreas de Tecnologias de
Informação (TIs). Segundo a Global Human Resources Manager da BOLD International, Silva (2017), só em 2016 a Europa mostrou um défice de 340 mil profissionais da área e as previsões apresentadas pela Comissão Europeia para 2020 apontam para um défice ainda maior, de 900 mil profissionais.
Neste contexto insere-se o employer branding, não como uma simples preocupação de marketing de recrutamento, mas como uma componentechave para a efetividade da liderança organizacional. «Se as empresas não conseguirem atrair, engajar e reter os talentos certos, não serão capazes de atingir seus objetivos». (Mosley, 2016) Tendo isto em vista, o objetivo deste estudo será medir o valor de marca (brand equity) sob duas perspectivas, a interna e a externa, onde a interna será medida pela perspectiva dos funcionários de uma empresa da área de TI, a Premium Minds, e a externa sob a perspectiva dos possíveis candidatos a emprego para a mesma empresa. Por meio da comparação entre as duas perspectivas e avaliação dos resultados, será possível perceber as eventuais diferenças, ou alinhamento, da percepção de marca destes públicos, bem como perceber se o trabalho realizado pela gestão interna de marca e pelo recrutamento devolve resultados positivos para a empresa.
It is possible to perceive in business environment a growing concern of CEOs in finding and keeping talent. According to a research presented by Mosley (2015), in 2015 73% of CEOs reported to be concerned about the availability of job seekers with key skills for the company. In Portugal it’s more aggravating in areas related to information technology (ITs). According to the Global Human Resources Manager of the BOLD International, Silva (2017), only in 2016 Europe showed a deficit of 340,000 professionals and a prognosis presented by the European Commission for 2020 point to an even bigger deficit of 900,000 professionals. In this context the concept of employer branding is inserted, not as a simple recruitment marketing concern, but as a key component to the effectiveness of organizational leadership. «If companies can’t attract, engage, and retain the right talent, they’re unlikely to achieve their business objectives» (Mosley, 2016) Based on this, the objective of this study is to measure the brand equity under two perspectives, internal and external, where the first one will be measured from the perspective of employees of a company in IT área, Premium Minds, and the external perspective will be measured from job seekers of the same company. By comparing those two perspectives and evaluating the results, it will be possible to perceive differences or alignment of the brand perception of these publics, as well as to see if the work performed by the internal brand management and by the recruitment strategy returns positive results for the company.
It is possible to perceive in business environment a growing concern of CEOs in finding and keeping talent. According to a research presented by Mosley (2015), in 2015 73% of CEOs reported to be concerned about the availability of job seekers with key skills for the company. In Portugal it’s more aggravating in areas related to information technology (ITs). According to the Global Human Resources Manager of the BOLD International, Silva (2017), only in 2016 Europe showed a deficit of 340,000 professionals and a prognosis presented by the European Commission for 2020 point to an even bigger deficit of 900,000 professionals. In this context the concept of employer branding is inserted, not as a simple recruitment marketing concern, but as a key component to the effectiveness of organizational leadership. «If companies can’t attract, engage, and retain the right talent, they’re unlikely to achieve their business objectives» (Mosley, 2016) Based on this, the objective of this study is to measure the brand equity under two perspectives, internal and external, where the first one will be measured from the perspective of employees of a company in IT área, Premium Minds, and the external perspective will be measured from job seekers of the same company. By comparing those two perspectives and evaluating the results, it will be possible to perceive differences or alignment of the brand perception of these publics, as well as to see if the work performed by the internal brand management and by the recruitment strategy returns positive results for the company.
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Gestão do design Gestão de pessoas Branding Brand equity Marca Estratégia de marca