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Strategic Talent Management: The Impact of Employer Branding on the Affective Commitment of Employees

2020-11-29Journal article Open access
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datacite.subject.fosCiências Sociais::Geografia Económica e Social
datacite.subject.fosCiências Naturais::Ciências da Terra e do Ambiente
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.authorAlves, Patrícia
dc.contributor.authorSantos, Vasco
dc.contributor.authorReis, Isabel
dc.contributor.authorMartinho, Filipa
dc.contributor.authorMartinho, Domingos
dc.contributor.authorSampaio, Marta Correia
dc.contributor.authorSousa, Maria José
dc.contributor.authorAu-Yong-Oliveira, Manuel
dc.date.accessioned2025-07-09T13:18:19Z
dc.date.available2025-07-09T13:18:19Z
dc.date.issued2020-11-29
dc.description.abstractIn a globalization context, underlined by the speed of technological transformation and increasingly competitive markets, the perspective of human capital, as an asset of strategic importance, stands out in differentiating human resource practices. Under this reality, the employer branding (EB) concept gains more and more importance as a strategic tool to attract, retain, and involve human capital, given that this has become a source of competitive advantage to companies. Within this context, this study aimed to evaluate the relationship between employer branding strategies implemented by organizations, as well as their impact on the employee’s affective commitment, evident in certain organizational cultures, which are sustained over time. The methodological framework applied to this study is quantitative, and the data collection was carried out with the application of an employer branding and an affective commitment questionnaire. To achieve a good representation of the active population, the sample of the quantitative study was composed of 172 individuals, working in the public and private sectors in Portugal, exercising different positions in the different sectors of activity. Results obtained with these techniques indicate a high level of affective organizational commitment (AOC) of employees in the organizations surveyed, suggesting that affective commitment develops when the individual becomes involved and identifies with the organization.eng
dc.identifier.citationAlves, P., Santos, V., Reis, I., Martinho, F., Martinho, D., Correia Sampaio, M., José Sousa, M., & Au-Yong-Oliveira, M. (2020). Strategic Talent Management: The Impact of Employer Branding on the Affective Commitment of Employees. Sustainability, 12(23), 9993. https://doi.org/10.3390/su12239993.
dc.identifier.doi10.3390/su12239993
dc.identifier.issn2071-1050
dc.identifier.urihttp://hdl.handle.net/10400.8/13583
dc.language.isoeng
dc.peerreviewedyes
dc.publisherMDPI
dc.relation.hasversionhttps://www.mdpi.com/2071-1050/12/23/9993
dc.relation.ispartofSustainability
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/
dc.subjectemployer branding
dc.subjectaffective commitment
dc.subjecttalentmanagement
dc.subjectstrategy
dc.subjectpersonalmarketing
dc.titleStrategic Talent Management: The Impact of Employer Branding on the Affective Commitment of Employeeseng
dc.typejournal article
dspace.entity.typePublication
oaire.citation.endPage21
oaire.citation.issue23
oaire.citation.startPage1
oaire.citation.titleSustainability
oaire.citation.volume12
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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In a globalization context, underlined by the speed of technological transformation and increasingly competitive markets, the perspective of human capital, as an asset of strategic importance, stands out in differentiating human resource practices. Under this reality, the employer branding (EB) concept gains more and more importance as a strategic tool to attract, retain, and involve human capital, given that this has become a source of competitive advantage to companies. Within this context, this study aimed to evaluate the relationship between employer branding strategies implemented by organizations, as well as their impact on the employee’s affective commitment, evident in certain organizational cultures, which are sustained over time. The methodological framework applied to this study is quantitative, and the data collection was carried out with the application of an employer branding and an affective commitment questionnaire. To achieve a good representation of the active population, the sample of the quantitative study was composed of 172 individuals, working in the public and private sectors in Portugal, exercising different positions in the different sectors of activity. Results obtained with these techniques indicate a high level of affective organizational commitment (AOC) of employees in the organizations surveyed, suggesting that affective commitment develops when the individual becomes involved and identifies with the organization.
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