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Abstract(s)
O Employer Branding (EB) tem emergido como uma ferramenta estratégica e
diferenciadora fundamental para as organizações que procuram ter sucesso na atração
e retenção de colaboradores talentosos. Principalmente para as Pequenas e Médias
Empresas (PME) onde a escassez de recursos financeiros e a falta de visibilidade no
mercado de trabalho representam desafios adicionais à Gestão de Talentos (GT).
Torna-se assim essencial compreender como o EB pode ajudar a uma GT mais eficaz e
competitiva, através de uma proposta de valor atrativa para os colaboradores.
Considerando a reduzida investigação ao nível da GT nas PME, que acontece
maioritariamente em grandes empresas, e a escassa investigação das práticas de EB nas
mesmas, principalmente em Portugal, é fundamental uma investigação que ajude a
compreender os desafios que as PME enfrentam nas suas práticas de GT e a
implementação de estratégias de EB de modo a atenuar os mesmos. O presente estudo
aborda os principais desafios enfrentados pelas PME na atração e retenção de
profissionais qualificados e examina como o EB pode atuar como solução
diferenciadora.
A investigação realizou-se através de entrevistas semiestruturadas aos profissionais de
recursos humanos de oito PME, assumindo o carácter de investigação qualitativa com
estudos de caso múltiplos. Os resultados indicam que as práticas de EB, embora não
reconhecidas explicitamente pela maioria das organizações, contribuem de forma
positiva para a atração e retenção de talentos, desde que exista um investimento nessas
ações. As práticas de GT são frequentemente reativas e informais e a limitação de
recursos foi apontada como o principal obstáculo na atração e retenção de
colaboradores. A flexibilidade de horários e a oferta de um bom ambiente de trabalho
foram os benefícios não financeiros mais mencionadas para a substituição dos
benefícios financeiros. Contudo a falta de uma comunicação estruturada da proposta de
valor compromete a capacidade de se posicionarem como empregadores atrativos. A
investigação conclui que uma abordagem mais estratégica e intencional de EB ajudaria
as PME a competirem de forma mais eficaz na atração e na retenção de talentos.
Employer Branding (EB) has emerged as a key strategic and differentiating tool for organisations seeking to succeed in attracting and retaining talented employees. Especially for small and medium-sized enterprises (SMEs), where scarce financial resources and a lack of visibility in the labour market pose additional challenges for talent management (TM). It is therefore essential to understand how EB can help make TM more effective and competitive through an attractive value proposition for employees. Considering the limited research on TM in SMEs, which is mostly carried out in large companies, and the scarcity of research on EB practices in SMEs, especially in Portugal, research that helps to understand the challenges that SMEs face in their TM practices and the implementation of EB strategies in order to mitigate them is essential. This study addresses the main challenges faced by SMEs in attracting and retaining qualified professionals and examines how EB can act as a differentiating solution. The research was carried out through semi-structured interviews with human resources professionals from eight SMEs, taking on the character of qualitative research with multiple case studies. The results indicate that EB practices, although not explicitly recognised by most organisations, make a positive contribution to attracting and retaining talent, provided there is an investment in these actions. Talent management practices are often reactive and informal, and limited resources were identified as the main obstacle to attracting and retaining employees. Flexible working hours and a good working environment were the non-financial benefits most often mentioned in place of financial benefits. However, the lack of structured communication of the value proposition jeopardises their ability to position themselves as attractive employers. The research concludes that a more strategic and intentional approach to EB would help SMEs compete more effectively in attracting and retaining talent.
Employer Branding (EB) has emerged as a key strategic and differentiating tool for organisations seeking to succeed in attracting and retaining talented employees. Especially for small and medium-sized enterprises (SMEs), where scarce financial resources and a lack of visibility in the labour market pose additional challenges for talent management (TM). It is therefore essential to understand how EB can help make TM more effective and competitive through an attractive value proposition for employees. Considering the limited research on TM in SMEs, which is mostly carried out in large companies, and the scarcity of research on EB practices in SMEs, especially in Portugal, research that helps to understand the challenges that SMEs face in their TM practices and the implementation of EB strategies in order to mitigate them is essential. This study addresses the main challenges faced by SMEs in attracting and retaining qualified professionals and examines how EB can act as a differentiating solution. The research was carried out through semi-structured interviews with human resources professionals from eight SMEs, taking on the character of qualitative research with multiple case studies. The results indicate that EB practices, although not explicitly recognised by most organisations, make a positive contribution to attracting and retaining talent, provided there is an investment in these actions. Talent management practices are often reactive and informal, and limited resources were identified as the main obstacle to attracting and retaining employees. Flexible working hours and a good working environment were the non-financial benefits most often mentioned in place of financial benefits. However, the lack of structured communication of the value proposition jeopardises their ability to position themselves as attractive employers. The research concludes that a more strategic and intentional approach to EB would help SMEs compete more effectively in attracting and retaining talent.
Description
Keywords
Atração de
Talentos Employer Branding Employer Value Proposition Gestão de Talentos Pequenas e Médias Empresas (Pme) Retenção de Talentos