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Employer Branding: a imagem da entidade empregadora na atração e retenção dos Fisioterapeutas em Portugal no sector público, privado e social
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Abstract(s)
As organizações de saúde atualmente lutam contra a grande escassez de recursos humanos. O desafio torna-se claro diante das dificuldades que este setor enfrenta tanto para atrair novos talentos quanto para manter os profissionais já contratados, um cenário que se intensificou com a crise global de saúde pública. Os problemas na saúde debatem-se com a escassez de profissionais, sobrecarga de trabalho, burnout e a necessidade de retenção de talentos qualificados e comprometidos com as organizações.
Por esse motivo, o conceito de Employer Branding tem vindo a consolidar-se como uma estratégia essencial para garantir vantagem competitiva, ajudando as organizações a compreenderem o que as torna verdadeiramente atraentes e quais aspetos fundamentais definem a sua identidade. Apesar de ser uma tendência atual, sobre a qual tem recaído a atenção de vários âmbitos profissionais, existem ainda poucos estudos sobre a perceção da imagem da entidade empregadora em profissionais de saúde. Assim, o objetivo desta dissertação é analisar quais as dimensões do Employer Branding que influenciam a atração e retenção dos Fisioterapeutas portugueses, no setor público, privado e social. Procura-se analisar os fatores que tornam uma organização mais atrativa na perspetiva dos seus colaboradores, atuais e potenciais, proporcionando assim uma fotografia das suas aspirações profissionais e daquilo que valorizam num empregador.
Recorreu-se a uma metodologia quantitativa através da aplicação de um questionário online a 237 Fisioterapeutas. As duas principais variáveis do estudo estão relacionadas com as dimensões do employer branding e a retenção dos Fisioterapeutas. Para isso, recorreu-se a dois instrumentos: Escala de Avaliação de Employer Branding desenvolvida por Tanwar e Prasad (2017), e parte da proposta da pesquisa dos autores Kyndt, Dochy, Michielsen & Moeyaert (2009).
Os resultados deste trabalho evidenciaram que os aspetos do Employer Branding têm impacto na atração e retenção dos Fisioterapeutas. Estes achados ampliam a literatura existente sobre o employer branding e os seus efeitos na atração e retenção de talentos, fornecendo às organizações de saúde evidências que apoiam positivamente as estratégias de Employer Branding através da identificação dos elementos-chave para construir um employer branding sólido.
Healthcare organizations are currently struggling with a severe shortage of human resources. The challenge is clear given the difficulties this sector faces both in attracting new talent and in retaining the professionals already employed, a scenario that has intensified with the global public health crisis. Problems in the health sector include a shortage of professionals, work overload, burnout and the need to retain qualified talent that is committed to the organization. For this reason, the concept of Employer Branding has been consolidated as an essential strategy to guarantee competitive advantage, helping organizations to understand what makes them truly attractive and what fundamental aspects define their identity. Despite being a current trend, which has been the focus of attention in various professional spheres, there are still few studies on the perception of the employer's image among health professionals. Therefore, the aim of this dissertation is to analyze which dimensions of Employer Branding influence the attraction and retention of Portuguese Physiotherapists in the public, private and social sectors. The aim is to analyze the factors that make an organization more attractive from the perspective of its current and potential employees, thus providing a snapshot of their professional aspirations and what they value in an employer. A quantitative methodology was used by applying an online questionnaire to 237 physiotherapists. The study's two main variables are related to the dimensions of employer branding and the retention of physiotherapists. To this end, two instruments were used: Employer Branding Assessment Scale developed by Tanwar and Prasad (2017), and part of the research proposal by the authors Kyndt, Dochy, Michielsen & Moeyaert (2009). The results of this study showed that aspects of Employer Branding have an impact on attracting and retaining physiotherapists. These findings expand the existing literature on employer branding and its effects on attracting and retaining talent, providing healthcare organizations with evidence to positively support employer branding strategies by identifying the key elements for building a solid employer brand.
Healthcare organizations are currently struggling with a severe shortage of human resources. The challenge is clear given the difficulties this sector faces both in attracting new talent and in retaining the professionals already employed, a scenario that has intensified with the global public health crisis. Problems in the health sector include a shortage of professionals, work overload, burnout and the need to retain qualified talent that is committed to the organization. For this reason, the concept of Employer Branding has been consolidated as an essential strategy to guarantee competitive advantage, helping organizations to understand what makes them truly attractive and what fundamental aspects define their identity. Despite being a current trend, which has been the focus of attention in various professional spheres, there are still few studies on the perception of the employer's image among health professionals. Therefore, the aim of this dissertation is to analyze which dimensions of Employer Branding influence the attraction and retention of Portuguese Physiotherapists in the public, private and social sectors. The aim is to analyze the factors that make an organization more attractive from the perspective of its current and potential employees, thus providing a snapshot of their professional aspirations and what they value in an employer. A quantitative methodology was used by applying an online questionnaire to 237 physiotherapists. The study's two main variables are related to the dimensions of employer branding and the retention of physiotherapists. To this end, two instruments were used: Employer Branding Assessment Scale developed by Tanwar and Prasad (2017), and part of the research proposal by the authors Kyndt, Dochy, Michielsen & Moeyaert (2009). The results of this study showed that aspects of Employer Branding have an impact on attracting and retaining physiotherapists. These findings expand the existing literature on employer branding and its effects on attracting and retaining talent, providing healthcare organizations with evidence to positively support employer branding strategies by identifying the key elements for building a solid employer brand.
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Keywords
Employer brand Atração Retenção Talento Atratividade organizacional Organizações de saúde