Loading...
Publication
Gestão de talentos: a importância do employer branding na atração e retenção de talentos
Advisor(s)
Abstract(s)
Com a evolução do mercado global e a indústria 4.0, tornou-se essencial atrair, desenvolver
e reter talentos com as habilidades e competências necessárias para enfrentar os desafios
tecnológicos altamente dinâmicos e inovar num ambiente de rápida evolução. A gestão de
talentos desempenha um papel essencial na evolução do mercado global, onde as empresas
precisam de atrair talentos de diversas partes do mundo. As empresas enfrentam desafios e
oportunidades num ambiente em constante transformação. A empresa precisa de se
promover, para que o mercado reconheça as suas vantagens. É aqui que o Employer
Branding entra em ação, disseminando as qualidades que proporciona aos seus
trabalhadores. Neste trabalho investigou-se o que representa o employer branding para as
empresas e o seu benefício na gestão de talento, especialmente na atração e retenção de
talentos nas organizações. A necessidade das empresas de terem os melhores trabalhadores,
para poderem ser as mais competitivas no mercado, trouxe uma verdadeira luta pelos
melhores. Foi feito um estudo de caso numa empresa na área da Indústria do papel e pasta,
com recurso a entrevistas semiestruturadas a trabalhadores, para poder conhecer a
importância do employer branding na atração e retenção de talentos nessa empresa. A nova
geração de jovens mais exigentes nas condições oferecidas pelas empresas, que trocam
facilmente de empresa por melhores propostas, forçaram as empresas a marcarem a sua
posição no mercado, tornou-se crucial para as empresas serem atrativas e oferecerem
excelentes condições de trabalho. Além disso, é fundamental que a empresa tenha uma
reputação sólida no mercado, reconheça e valorize os seus colaboradores, conferindo-lhes
status. Em simultâneo, as condições como o salário, bom ambiente, projetos aliciantes e
hipóteses de progressão de carreira, são também bastante importantes para atrair novos
trabalhadores assim como retê-los.
With the evolution of the global market and Industry 4.0, it has become essential to attract, develop, and retain talents with the skills and competencies required to address highly dynamic technological challenges and innovate in a rapidly evolving environment. Talent management plays a crucial role in the evolution of the global market, where companies need to attract talents from many parts of the world. Companies face challenges and opportunities in an ever- changing environment. To make the market aware of the conditions it offers, the company needs to advertise itself. This is where Employer Branding comes in, propagating the message about the conditions it offers to the employees. This study investigated what employer branding is for companies and its benefits in talent management, especially in attracting and retaining talents within organizations. The necessity for companies to have the best workers to remain competitive in the market has sparked a genuine competition for the top talent. A case study was conducted within a company in the paper and pulp industry, involving semi-structured interviews with employees, to gain insights into the significance of employer branding in attracting and retaining talents within this organization. The results lead to the conclusion that with the new generation of young professionals, the company must be appealing, offering excellent conditions for its employees, and having a strong reputation in the market. It is important that the company values and gives status to its workers. Simultaneously, factors like salary, a positive working environment, engaging projects, and opportunities for career advancement are also highly significant for attracting and retaining new employees.
With the evolution of the global market and Industry 4.0, it has become essential to attract, develop, and retain talents with the skills and competencies required to address highly dynamic technological challenges and innovate in a rapidly evolving environment. Talent management plays a crucial role in the evolution of the global market, where companies need to attract talents from many parts of the world. Companies face challenges and opportunities in an ever- changing environment. To make the market aware of the conditions it offers, the company needs to advertise itself. This is where Employer Branding comes in, propagating the message about the conditions it offers to the employees. This study investigated what employer branding is for companies and its benefits in talent management, especially in attracting and retaining talents within organizations. The necessity for companies to have the best workers to remain competitive in the market has sparked a genuine competition for the top talent. A case study was conducted within a company in the paper and pulp industry, involving semi-structured interviews with employees, to gain insights into the significance of employer branding in attracting and retaining talents within this organization. The results lead to the conclusion that with the new generation of young professionals, the company must be appealing, offering excellent conditions for its employees, and having a strong reputation in the market. It is important that the company values and gives status to its workers. Simultaneously, factors like salary, a positive working environment, engaging projects, and opportunities for career advancement are also highly significant for attracting and retaining new employees.
Description
Keywords
Gestão Estratégica de Recursos Humanos Gestão de Talentos Employer Branding Atração e Retenção de Talentos Strategic Human Resources Management Talent Management Employer Branding Talent Attraction and Retention