Author(s): Berlenga, Ana Inês da Silva
Date: 2010
Persistent ID: http://hdl.handle.net/10400.5/2218
Origin: Repositório da UTL
Subject(s): employer branding; corporate branding; organizational personality; organizational reputation; organizational commitment; career development; human resource management
Mestrado em Gestão/MBA
A new concerning is coming to human resource management: the way organizational branding can influence human resources to applied and be committed to enterprises. This application of branding to human resource management has been designate as "employer branding." In the present exploratory study the major objective is to understand the role of organizational reputation, organizational personality and tangible organizational attributes and manager's perception of enterprise attractiveness and commitment. Using an online survey on a 214 sample of Portuguese managers, they describe organizational reputation by emotional appeal and product and services characteristics. Work environment is also important. Organizational personality was characterized by being technical, hard working and secure. The most desirable tangible attributes on enterprise is money and work characteristics. Managers think that their enterprise believe that employees are important but the company don't spend a significant amount of money to keep their employees happy. Manager's main factor of commitment is loyalty and proud that they are part of the company. However they don't consider their company as being the best place to work.
