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Abstract(s)
O presente trabalho analisa a utilização do LinkedIn como ferramenta de construção de
reputação de marca empregadora para marcas brasileiras e portuguesas dos setores
bancário e de telecomunicações. A construção de reputação contribui não só para a
imagem das empresas, mas também para a atração e retenção dos melhores talentos
disponíveis no mercado no atual cenário de globalização e redes sociais.
Por meio pirâmide de avaliação de Relações Públicas de Jim McNamara e utilizando-se
da metodologia de análise de conteúdo, o estudo busca avaliar, com base nas pesquisas
bibliográficas, se as empresas contemplam os seguintes pontos em suas publicações:
inputs, outputs, out takes e outcome.
O objetivo de avaliar quais das empresas possuem as melhores estratégias de geração de
valor e reputação foi alcançado com a ajuda de uma extensa revisão bibliográfica de
autores das áreas de comunicação, recursos humanos e tecnologia.
Conclui-se, que, atualmente, as redes sociais são fundamentais para que as empresas
reforcem seus valores, principais benefícios e vantagens, diferenciando-se, assim, das
demais e atraindo a atenção dos melhores candidatos.
This study examines the use of LinkedIn as a tool for employer brand reputation building by Brazilian and Portuguese brands in the banking and telecommunications sectors. Reputation building contributes not only to the company’s image but also to attracting and retaining top talent in today’s globalized and social media-driven landscape. Using Jim McNamara’s Pyramid Model of Public Relations Evaluation and a content analysis methodology, the study seeks to assess whether companies’ posts address, based on the literature review, the following aspects: inputs, outputs, out-takes, and outcomes. The goal of identifying which companies employ the best strategies for generating value and reputation was achieved through an extensive literature review of authors in the fields of communication, human resources, and technology. The conclusion is that, today, social media plays a crucial role in enabling companies to reinforce their values, key benefits, and advantages, thus distinguishing themselves from competitors and attracting top candidates.
This study examines the use of LinkedIn as a tool for employer brand reputation building by Brazilian and Portuguese brands in the banking and telecommunications sectors. Reputation building contributes not only to the company’s image but also to attracting and retaining top talent in today’s globalized and social media-driven landscape. Using Jim McNamara’s Pyramid Model of Public Relations Evaluation and a content analysis methodology, the study seeks to assess whether companies’ posts address, based on the literature review, the following aspects: inputs, outputs, out-takes, and outcomes. The goal of identifying which companies employ the best strategies for generating value and reputation was achieved through an extensive literature review of authors in the fields of communication, human resources, and technology. The conclusion is that, today, social media plays a crucial role in enabling companies to reinforce their values, key benefits, and advantages, thus distinguishing themselves from competitors and attracting top candidates.
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Keywords
Atração de Talentos Geração de Valor Marca Empregadora Redes Sociais Reputação