Publicação
Using Employee feedback to build effective Employer Branding strategies: A data-driven approach to Employer Branding
| datacite.subject.fos | Ciências Naturais::Ciências da Computação e da Informação | pt_PT |
| dc.contributor.advisor | Rita, Paulo Miguel Rasquinho Ferreira | |
| dc.contributor.advisor | António, Nuno Miguel da Conceição | |
| dc.contributor.author | Raminhos, Vanessa Sofia de Jesus | |
| dc.date.accessioned | 2023-11-22T15:53:41Z | |
| dc.date.embargo | 2026-10-26 | |
| dc.date.issued | 2023-10-26 | |
| dc.description | Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics | pt_PT |
| dc.description.abstract | Despite low unemployment rates, companies worldwide face a talent shortage. The demand for qualified and socially skilled employees is driving changes in talent management. To attract and retain the right people, organizations must adapt and develop effective employer brand strategies that present themselves as great places to work. However, empirical, data-driven research on employer branding is limited. This study aims to fill this research gap by analyzing employee opinions and sentiments using data from a Portuguese retail company. Qualitative and quantitative research methods, including data mining and natural language processing, are employed to understand perceptions, identify pain points, and create a unique Employee Value Proposition (EVP). The research focuses on answering key questions about EVP creation, measurement of its impact, continuous improvement, and authenticity aligned with the company's core values. The findings emphasize the importance of psychological factors in attracting and retaining employees, such as a positive work environment and professional development opportunities. This research project sheds light on the role of data in developing an authentic EVP. By segmenting and targeting desired audiences, companies can make their brand and job opportunities more appealing. Organizations can use a data-driven approach to enhance their employer brand strategies, effectively navigate the "war for talent," and differentiate themselves from competitors. | pt_PT |
| dc.identifier.tid | 203391381 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/160287 | |
| dc.language.iso | eng | pt_PT |
| dc.rights.uri | http://creativecommons.org/licenses/by/4.0/ | pt_PT |
| dc.subject | Employer Branding | pt_PT |
| dc.subject | Data-Driven | pt_PT |
| dc.subject | Employee Value Proposition | pt_PT |
| dc.subject | Employee Feedback | pt_PT |
| dc.subject | SDG 8 - Decent work and economic growth | pt_PT |
| dc.title | Using Employee feedback to build effective Employer Branding strategies: A data-driven approach to Employer Branding | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | embargoedAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | Mestrado em Marketing Analítico, especialização em Marketing Digital e Análise de Dados | pt_PT |