Rita, Paulo Miguel Rasquinho FerreiraRodrigues, Jorge Manuel CarrolaRamos, Joana Filipa Costa2023-02-062023-01-24http://hdl.handle.net/10362/148719Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing IntelligenceBeing 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 ResponsibilityengEmployer BrandingEmployer Branding AttributesEmployer Branding DimensionsEmployer Branding ScaleOrganization AttractivenessAttractiveness AttributesHuman ResourcesSDG 8 - Decent work and economic growthmaster thesis203220153