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Abstract(s)
A pandemia coronavírus SARS-CoV-2 (Covid-19) está associada a um elevado grau de incerteza, medo e imprevisibilidade. As empresas passaram a conhecer uma nova realidade, foram obrigadas a alterar rotinas de trabalho e, consequentemente, o comportamento corporativo alterou-se. O mercado de trabalho é caracterizado pela conhecida “guerra por talento”, fazendo com que as organizações considerem que, mais do que atrair, é importante reter colaboradores talentosos e comprometidos com a organização. O investimento no employer branding ganha especial relevância num contexto de pós pandemia, caracterizado uma elevada volatilidade do mercado de trabalho. Para avaliar essa importância efetuou-se uma revisão de literatura sobre as temáticas em análise e um estudo empírico através da realização de uma entrevista e da aplicação de um questionário a uma empresa no setor da engenharia e construção em Lisboa. Assim, será possível analisar os impactos que a pandemia Covid-19 teve no modo como o employer branding pode influenciar a retenção de talento dentro de uma organização. Os resultados provenientes da análise das respostas ao questionário, evidenciam uma relação positiva entre o employer branding e o compromisso organizacional e ambos estão negativamente associados às intenções de saída, pelo que contribuem para a retenção de talento dentro das organizações. Através do contributo da entrevista foi possível completar os resultados provenientes do questionário, acrescentando a visão da empresa. Assim, conseguiu-se perceber como é que a empresa se reorganizou para conseguir aproveitar as novas oportunidades e ameaças no âmbito da retenção de talento.
Abstract: The Coronavirus SARS-CoV-2 (Covid-19) pandemic is associated with a high degree of uncertainty, fear and unpredictability. Companies came to know a new reality, they were forced to change work routines and, consequently, corporate behavior changed. The job market is characterized by the well-known “war for talent”, causing organizations to consider that, more than attracting, it is important to retain talented employees who are committed to the organization. Investment in employer branding is particularly relevant in a post-pandemic context, characterized by high volatility in the labor market. To achieve this objective, it is necessary to carry out a literature review on the themes under analysis and an empirical study through an interview and the application of a questionnaire to a company in the engineering and construction sector in Lisbon. Thus, it will be possible to analyze the impacts that the Covid-19 pandemic had on the way employer branding can influence the retention of talent within an organization. The results from the analysis of the responses to the questionnaire show a positive relationship between employer branding and organizational commitment and that both are negatively associated with the intention to leave the company, thus contributing to the retention of talent within organizations. Through the contribution of the interview, it was possible to complete the results from the questionnaire, adding the company's vision. Thus, it was possible to understand how the organization reorganized itself to be able to take advantage of new opportunities and threats in terms of talent retention.
Abstract: The Coronavirus SARS-CoV-2 (Covid-19) pandemic is associated with a high degree of uncertainty, fear and unpredictability. Companies came to know a new reality, they were forced to change work routines and, consequently, corporate behavior changed. The job market is characterized by the well-known “war for talent”, causing organizations to consider that, more than attracting, it is important to retain talented employees who are committed to the organization. Investment in employer branding is particularly relevant in a post-pandemic context, characterized by high volatility in the labor market. To achieve this objective, it is necessary to carry out a literature review on the themes under analysis and an empirical study through an interview and the application of a questionnaire to a company in the engineering and construction sector in Lisbon. Thus, it will be possible to analyze the impacts that the Covid-19 pandemic had on the way employer branding can influence the retention of talent within an organization. The results from the analysis of the responses to the questionnaire show a positive relationship between employer branding and organizational commitment and that both are negatively associated with the intention to leave the company, thus contributing to the retention of talent within organizations. Through the contribution of the interview, it was possible to complete the results from the questionnaire, adding the company's vision. Thus, it was possible to understand how the organization reorganized itself to be able to take advantage of new opportunities and threats in terms of talent retention.
Description
Dissertação de Mestrado em Controlo de Gestão e Avaliação de Desempenho
Keywords
Employer branding Compromisso organizacional Intenções de saída Covid-19 Retenção de talento
Citation
Ribeiro, S. G. (2023) Os Impactos do Employer Branding na retenção de talentos em contexto de pandemia - Estudo de caso de empresa Mota-Engil [Dissertação de Mestrado, Instituto Superior de Contabilidade e Administração de Lisboa] Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/17369