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Programa de employee branding numa empresa da indústria farmacêutica - Grupo Medinfar
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O presente relatório foi desenvolvido no âmbito do Mestrado em Gestão de Marketing, refletindo o trabalho realizado durante o estágio curricular no Departamento de Marketing e Vendas da Medinfar, empresa de referência no setor farmacêutico em Portugal. O estudo tem como foco a análise da perceção dos colaboradores relativamente às práticas de Employee Branding, avaliando o seu impacto na motivação, envolvimento e identificação com a cultura organizacional. Foi adotada uma abordagem metodológica mista, com predominância quantitativa e suporte qualitativo, através da aplicação de um questionário a uma amostra de 54 colaboradores. Os resultados revelam uma valorização significativa de iniciativas orientadas para a comunicação interna, o bem-estar e o fortalecimento do sentimento de pertença, confirmando o Employee Branding como uma ferramenta estratégica de alinhamento interno e de consolidação da identidade corporativa. A investigação culmina na formulação de um programa-piloto estruturado em quatro eixos prioritários, com aplicabilidade prática e coerência com os objetivos da empresa. Para além dos contributos teórico e organizacional, esta experiência constituiu uma oportunidade de desenvolvimento pessoal e profissional, permitindo a consolidação de competências e uma reflexão crítica sobre os desafios da gestão de pessoas em contextos empresariais exigentes.
This report was developed within the scope of the Master's in Marketing Management and reflects the work carried out during the curricular internship at the Marketing and Sales Department of Medinfar, a leading company in the Portuguese pharmaceutical sector. The study focuses on analysing employees' perceptions of Employee Branding practices assessing their impact on motivation, engagement, and identification with the organisational culture. A mixed-methods approach was adopted, predominantly quantitative and supported by qualitative data, obtained through a questionnaire applied to a sample of 54 employees. The results show a strong appreciation for initiatives aimed at internal communication, well-being, and strengthening the sense of belonging, confirming Employee Branding as a strategic tool for internal alignment and corporate identity consolidation. The research culminates in the proposal of a pilot programme structured around four priority areas, with practical applicability and alignment with the company's goals. In addition to its theoretical and organisational contributions, this experience provided a valuable opportunity for my personal and professional development, enabling the consolidation of skills and critical reflection on the challenges of people management in highly demanding business contexts.
This report was developed within the scope of the Master's in Marketing Management and reflects the work carried out during the curricular internship at the Marketing and Sales Department of Medinfar, a leading company in the Portuguese pharmaceutical sector. The study focuses on analysing employees' perceptions of Employee Branding practices assessing their impact on motivation, engagement, and identification with the organisational culture. A mixed-methods approach was adopted, predominantly quantitative and supported by qualitative data, obtained through a questionnaire applied to a sample of 54 employees. The results show a strong appreciation for initiatives aimed at internal communication, well-being, and strengthening the sense of belonging, confirming Employee Branding as a strategic tool for internal alignment and corporate identity consolidation. The research culminates in the proposal of a pilot programme structured around four priority areas, with practical applicability and alignment with the company's goals. In addition to its theoretical and organisational contributions, this experience provided a valuable opportunity for my personal and professional development, enabling the consolidation of skills and critical reflection on the challenges of people management in highly demanding business contexts.
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Relatório de estágio Employee branding Marketing interno Marketing farmacêutico Cultura organizacional Envolvimento dos colaboradores Indústria farmacêutica