| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.67 MB | Adobe PDF |
Advisor(s)
Abstract(s)
A escassez de efetivos nas Forças Armadas Portuguesas, principalmente na classe de Praças, é um tema que merece especial atenção e constante análise, tornando-se fundamental encontrar medidas e soluções que contrariem esta propensão.
Desta forma, o objetivo de estudo do presente trabalho consiste em avaliar a aplicabilidade da estratégia de Inbound Marketing, no processo de recrutamento de Praças para as Forças Armadas Portuguesas.
A metodologia aplicada seguiu um raciocínio dedutivo, segundo uma estratégia de investigação mista, em que se recorreu a uma recolha de dados o mais abrangente possível, através de: (i) Entrevistas a entidades civis e militares, com experiência e em funções de recrutamento e comunicação institucional; (ii) Inquéritos por questionário, submetidos a alunos que frequentam o 12.º ano do ensino secundário; (iii) Análise documental.
Assim, foram identificadas diversas potencialidades da internet e redes sociais para o processo de recrutamento, assim como alguns aspetos a explorar nas Forças Armadas Portuguesas que contribuem para o processo de Inbound Marketing.
Conclui-se que, atualmente as FFAA, já aplicam muitas das ferramentas e instrumentos da estratégia de Inbound Marketing, porquanto, recorrendo a todas as suas valências e com determinadas adaptações, inerentes do contexto militar, se poderão atrair mais candidatos.
The lack of personnel in the Portuguese Armed Forces, especially in the Privates category, is a subject that deserves special attention and constant analysis, becoming essential to find measures and solutions that control this propensity. Thus, the present work study objective consists of evaluating the Inbound Marketing strategy applicability, in the recruiting process to Portuguese Armed Forces. The applied methodology followed a deductive reasoning, according to a mixed investigation strategy, consisting in a data capture, the most embracing as possible, through: (i) Civil and military entities interviews, with recruitment experience and in recruitment functions and institutional communication; (ii) Questionnaire surveys, submitted to students attending the 12th Grade; (iii) Documentary analysis. Thus, several internet and social networks potentialities for the recruitment process were identified, as well as the aspects to be explored in the Portuguese Armed Forces which contribute to the Inbound Marketing process. It is concluded that, currently the Portuguese Armed Forces, already apply many Inbound Marketing strategy tools and instruments, but using all its valences and with certain adaptations, inherent of the military context, it will be able to attract more candidates.
The lack of personnel in the Portuguese Armed Forces, especially in the Privates category, is a subject that deserves special attention and constant analysis, becoming essential to find measures and solutions that control this propensity. Thus, the present work study objective consists of evaluating the Inbound Marketing strategy applicability, in the recruiting process to Portuguese Armed Forces. The applied methodology followed a deductive reasoning, according to a mixed investigation strategy, consisting in a data capture, the most embracing as possible, through: (i) Civil and military entities interviews, with recruitment experience and in recruitment functions and institutional communication; (ii) Questionnaire surveys, submitted to students attending the 12th Grade; (iii) Documentary analysis. Thus, several internet and social networks potentialities for the recruitment process were identified, as well as the aspects to be explored in the Portuguese Armed Forces which contribute to the Inbound Marketing process. It is concluded that, currently the Portuguese Armed Forces, already apply many Inbound Marketing strategy tools and instruments, but using all its valences and with certain adaptations, inherent of the military context, it will be able to attract more candidates.
Description
Keywords
Inbound marketing Marketing digital Internet Público-alvo Recrutamento Target audience Recruitment Digital Marketing