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Employer Branding Applied to SMEs: A Pioneering Model Proposal for Attracting and Retaining Talent

2020-12-09Journal article Open access
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datacite.subject.fosCiências Naturais::Ciências da Computação e da Informação
datacite.subject.sdg04:Educação de Qualidade
datacite.subject.sdg08:Trabalho Digno e Crescimento Económico
datacite.subject.sdg11:Cidades e Comunidades Sustentáveis
dc.contributor.authorMonteiro, Beatriz
dc.contributor.authorSantos, Vasco
dc.contributor.authorReis, Isabel
dc.contributor.authorSampaio, Marta Correia
dc.contributor.authorSousa, Bruno
dc.contributor.authorMartinho, Filipa
dc.contributor.authorSousa, Maria José
dc.contributor.authorAu-Yong-Oliveira, Manuel
dc.date.accessioned2025-07-18T14:11:17Z
dc.date.available2025-07-18T14:11:17Z
dc.date.issued2020-12-09
dc.descriptionArticle number - 574
dc.description.abstractMost business enterprises are small and medium-sized enterprises (SMEs), and many of them are without a human resource and recruitment department. Thus, one of the challenges that organizations currently face is to find a strategy to retain and attract talent. To overcome this difficulty, enterprises must invest in employer branding policies and be aware of the factors that differentiate them from others when attracting employees. This study aims to develop an employer branding model applicable to SMEs, to increase and enhance the attraction and retention of talents. An exploratory approach based on a quantitative perspective was adopted to develop an employer branding model applied to SMEs, with two major reference employer branding models and frameworks used as the main support. The model of employer branding was applied to SMEs regarding four dimensions, whereby essential questions are asked, namely (1) organizational culture (e.g., do employees have a job description aligned with the corporate culture?), (2) company strategy (e.g., what is the strategy if business volume decreases?), (3) company reputation (e.g., how do you perceive and treat negative feedback?), and (4) reward systems (e.g., do you feel that your employees are motivated intrinsically or extrinsically or both?), ordered by layers based on a logical sequence. The new proposed model is expected to serve as a useful strategic tool and as a basis for attracting, retaining and managing talent, specifically in the SMEs context. This new model provides a set of strategic and competitiveness benefits for SMEs, while contributing to making enterprises more profitable. The model also contributes to SMEs having a better image and reputation, enabling them to stand out from others in the war for talent.eng
dc.description.sponsorshipAcknowledgments: ISLA Santarém—Higher Institute of Management and Administration of Santarém.
dc.identifier.citationMonteiro, B., Santos, V., Reis, I., Sampaio, M. C., Sousa, B., Martinho, F., José Sousa, M., & Au-Yong-Oliveira, M. (2020). Employer Branding Applied to SMEs: A Pioneering Model Proposal for Attracting and Retaining Talent. Information, 11(12), 574. https://doi.org/10.3390/info11120574.
dc.identifier.doi10.3390/info11120574
dc.identifier.issn2078-2489
dc.identifier.urihttp://hdl.handle.net/10400.8/13716
dc.language.isoeng
dc.peerreviewedyes
dc.publisherMDPI
dc.relation.hasversionhttps://www.mdpi.com/2078-2489/11/12/574
dc.relation.ispartofInformation
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/
dc.subjectemployer branding
dc.subjecttalent attraction
dc.subjecttalent retention
dc.subjecttalent management
dc.subjecthuman resource decision making
dc.titleEmployer Branding Applied to SMEs: A Pioneering Model Proposal for Attracting and Retaining Talenteng
dc.typejournal article
dspace.entity.typePublication
oaire.citation.endPage19
oaire.citation.issue12
oaire.citation.startPage1
oaire.citation.titleInformation (Switzerland)
oaire.citation.volume11
oaire.versionhttp://purl.org/coar/version/c_970fb48d4fbd8a85
person.familyNameSantos
person.givenNameVasco
person.identifier.orcid0000-0002-3535-9377
person.identifier.scopus-author-id57197847924
relation.isAuthorOfPublication134920b3-0ea3-41a5-94ba-aa7cfdd620fd
relation.isAuthorOfPublication.latestForDiscovery134920b3-0ea3-41a5-94ba-aa7cfdd620fd

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Most business enterprises are small and medium-sized enterprises (SMEs), and many of them are without a human resource and recruitment department. Thus, one of the challenges that organizations currently face is to find a strategy to retain and attract talent. To overcome this difficulty, enterprises must invest in employer branding policies and be aware of the factors that differentiate them from others when attracting employees. This study aims to develop an employer branding model applicable to SMEs, to increase and enhance the attraction and retention of talents. An exploratory approach based on a quantitative perspective was adopted to develop an employer branding model applied to SMEs, with two major reference employer branding models and frameworks used as the main support. The model of employer branding was applied to SMEs regarding four dimensions, whereby essential questions are asked, namely (1) organizational culture (e.g., do employees have a job description aligned with the corporate culture?), (2) company strategy (e.g., what is the strategy if business volume decreases?), (3) company reputation (e.g., how do you perceive and treat negative feedback?), and (4) reward systems (e.g., do you feel that your employees are motivated intrinsically or extrinsically or both?), ordered by layers based on a logical sequence. The new proposed model is expected to serve as a useful strategic tool and as a basis for attracting, retaining and managing talent, specifically in the SMEs context. This new model provides a set of strategic and competitiveness benefits for SMEs, while contributing to making enterprises more profitable. The model also contributes to SMEs having a better image and reputation, enabling them to stand out from others in the war for talent.
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