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Publication
Strategic Talent Management: The Impact of Employer Branding on the Affective Commitment of Employees
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Advisor(s)
Abstract(s)
In a globalization context, underlined by the speed of technological transformation and
increasingly competitive markets, the perspective of human capital, as an asset of strategic importance,
stands out in di erentiating human resource practices. Under this reality, the employer branding (EB)
concept gains more and more importance as a strategic tool to attract, retain, and involve human
capital, given that this has become a source of competitive advantage to companies. Within this context,
this study aimed to evaluate the relationship between employer branding strategies implemented by
organizations, as well as their impact on the employee’s a ective commitment, evident in certain
organizational cultures, which are sustained over time. The methodological framework applied to
this study is quantitative, and the data collection was carried out with the application of an employer
branding and an a ective commitment questionnaire. To achieve a good representation of the active
population, the sample of the quantitative study was composed of 172 individuals, working in the
public and private sectors in Portugal, exercising di erent positions in the di erent sectors of activity.
Results obtained with these techniques indicate a high level of a ective organizational commitment
(AOC) of employees in the organizations surveyed, suggesting that a ective commitment develops
when the individual becomes involved and identifies with the organization.
Description
Keywords
employer branding affective commitment talent management strategy personal marketing