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Attracting and retaining young talents: a case study about the trainees programme in the fast moving consumer goods sector, in Portugal

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Resumo:This research deals with the influence of the Employer Brand (EB) on the Attraction and the Retention of the junior talents. It investigated the matches and gaps between: the company rhetoric and the practice, the reality and the perceptions of the respondents; and its influences in, a specific firm, CompanyX’s. A total of 17 applicants participated on this researcher, sharing their experience of the recruitment process and the perceptions about the CompanyX EB through personal interviews. The dissertation is based on a case study approach and the presented data is qualitative, driven from the interviews, thus content analyses was done with a gathering themes approach. Overall the CompanyX Employer Brand is designed in accordance with firm’s culture and values. However the desired brand image only matches the perceived brand image for the employees and mismatch the perceived image by members outside the firm. Thus EB potential is not being maximized, leading the company to loose potential talent. The results make valuable contributions to the company attraction and retention strategy. Proposing solutions, to improve CompanyX perceived image near the students and how the company can bring the Employer Brand to the recruitment process.
Autores principais:Roza, Joana Correia Larroudé Trigo da
Assunto:Employer brand Psychological contract Employees attraction Retention Imagem Empresa Estratégias de marketing Recrutamento de pessoal Estudo de casos
Ano:2016
País:Portugal
Tipo de documento:dissertação de mestrado
Tipo de acesso:acesso restrito
Instituição associada:ISCTE
Idioma:português
Origem:Repositório ISCTE

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