EMPLOYER BRANDING: FROM THE TRADITIONAL  PERSPECTIVE TO DIGITAL APPROACH

Santos, Vasco; Pinto dos Reis, Isabel; Cardoso, Jorge Rio; Martinho, Filipa

http://hdl.handle.net/10400.26/50462

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Authors

Santos, Vasco

Pinto dos Reis, Isabel

Cardoso, Jorge Rio

Martinho, Filipa

Abstract(s)

This study performs a literature review into employer branding, from a traditional perspective to a current digital approach. As we are now living in a Digital Age, and the new work generations are already born digital it is crucial to find ways to communicate with them. Employer Branding concept, although it has been around for a few years, it is still a concept with a lot to explore, in the sense of strengthening the relationship between the departments that deal with it and, above all, the search for tools needed to disseminate it. This study intends to facilitate that path, by presenting an exhaustive literature review of both, concept and models of Employer Branding, as a way to promote the research in the area.