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Identifying the Key Dimensions of Employer Attractiveness: in the context of a Portuguese job market
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Autores
Resumo(s)
Being perceived as an attractive Employer is crucial for organizations that want to attract the best
talent and survive job market changes. Employer Branding has emerged as a powerful tool to attract
talent by managing the employer attractiveness and image of the brand.
This research aims to identify the key factors that influence Employer Attractiveness and
determine the dimensions that have greater importance for the perception of the desirability of an
organization in a Portuguese context. By identifying these factors, companies will understand how they
can influence candidates’ decision-making by integrating the essential factors into their Recruitment
strategy.
The investigation adopted a mixed-method approach. The dimensions identified were selected
according to previous literature, and a framework developed was validated by Human Resources
specialists through in-depth interviews. This framework adds value to the existing literature by
integrating different perspectives, showing a new approach to this field, and as far as our knowledge
this is the first academic study to apply this complementary approach and to analyse the dimensions
of Employer Attractiveness in a wider audience in the Portuguese context.
This study identified the existence of 12 factors that influence the desirability of a company.
Additionally, an online questionnaire was conducted to potential candidates to investigate the level of
importance associated with each factor. The collected data were quantitatively analyzed and treated
using statistical procedures.
The study’s findings show that the sense of Purpose, Leadership, Compensation and Benefits,
Culture and Work Environment, and Work-Life Balance are the factors that significantly influence a
company’s attractiveness. It was also concluded that the dimensions that have less impact on how
attractive the company is perceived are Reputation, Innovation and Technology and Corporate Social
Responsibility
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
Employer Branding Employer Branding Attributes Employer Branding Dimensions Employer Branding Scale Organization Attractiveness Attractiveness Attributes Human Resources SDG 8 - Decent work and economic growth