Document details

The ability to attract, engage and retain exceptional talent has emerged as a critical determinant of an organization's success and resilience in this dynamic and unpredictable organizational environment. To make this possible, investing in employer branding is highly important, as it is a crucial tool for companies to stand out in the face of competition and attract and retain highly skilled professionals who align with the organizational values. This project aims to restructure the employer branding process of Rituals Cosmetics Portugal, since the implementation of these practices has not been consistent. To address this situation, a literature review was conducted, covering key concepts like employer branding, its benefits, and its impact on talent acquisition and retention. Furthermore, an internal analysis was carried out, involving interviews, a questionnaire analysis and a SWOT analysis. These steps helped identify the main objectives of the new employer branding process: (1) increasing the company's attractiveness as an employer brand in Portugal, (2) enhancing presence at national events and job fairs and (3) increase the digital presence and share content related to the organizational culture. To achieve these objectives, specific actions were meticulously defined, outlining their timelines, logistics, costs and required tools for successful implementation.