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Publication
O Impacto do Employer Branding no Engagement dos Colaboradores
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Abstract(s)
O objetivo deste estudo é perceber o impacto das estratégias de Employer Branding no Engagement dos colaboradores das organizações.
A metodologia adoptada é a realização de um estudo quantitativo através da aplicação de um questionário online. A amostra é composta por 118 participantes que se encontram no ativo em diversas organizações. Para medir as variáveis em estudo utilizaram-se dois instrumentos: a escala de Engagement no trabalho, construída por Schaufeli, Bakker & Salanova (2006), UWES – Utrecht Work Engagement Scale, que foi adaptada para a língua portuguesa por Chambel, Castanheira & Sobral (2014) e a escala de Employer Attractiveness, aplicada e testada por Berthon, Ewing e Hah (2005) – Employer Attractiveness (EmpAT).
Os resultados obtidos demonstram que existe impacto positivo entre o valor interesse e o Engagement.
The purpose of this study is to understand the impact of the Employer Branding strategies on employee Engagement. The methodology adopted is a quantitative study through the application of an online questionnaire. The sample was made by 118 participants that work in diferente organizations. To measure the variables under study, two scales were used. Tha scale of Work Engagement made by Schaufeli, Bakker and Salanova (2006), UWES – Utrecht Work Engagement Scale, that was adopted to the portuguese language by Chambel, Castanheira and Sobral (2014). The scale of Employer Attractiveness used and tested by Berthon, Ewing and Hah (2005) – Employer Attractiveness (EmpAT). The results show that existis a positive impact between the interest value and Engagement.
The purpose of this study is to understand the impact of the Employer Branding strategies on employee Engagement. The methodology adopted is a quantitative study through the application of an online questionnaire. The sample was made by 118 participants that work in diferente organizations. To measure the variables under study, two scales were used. Tha scale of Work Engagement made by Schaufeli, Bakker and Salanova (2006), UWES – Utrecht Work Engagement Scale, that was adopted to the portuguese language by Chambel, Castanheira and Sobral (2014). The scale of Employer Attractiveness used and tested by Berthon, Ewing and Hah (2005) – Employer Attractiveness (EmpAT). The results show that existis a positive impact between the interest value and Engagement.
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Keywords
Employer Branding Engagement Recursos Humanos Marketing Estudo quantitativo