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O Impacto do Employer branding no Compromisso Afetivo, na Criatividade e no e-WOM mediado pela satisfação
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| 1.69 MB | Adobe PDF |
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Abstract(s)
O tecido empresarial em Portugal é maioritariamente composto por pequenas e médias empresas (PMEs), muitas das quais têm dificuldades na atração e retenção de talentos, conferindo ao employer branding status de prioridade estratégica que requer uma abordagem integrada e colaborativa envolvendo os gestores de RH e do marketing, a administração e os próprios colaboradores, isto é toda a organização. Só uma employer branding forte é capaz de reduzir as taxas de rotatividade e atrair colaboradores qualificados.
Este estudo tem como objetivo fornecer evidências empíricas adicionais sobre o impacto do employer branding no compromisso afetivo, na criatividade e no e-WOM, mediado pela satisfação dos trabalhadores. Assim, tendo por base a informação recolhida por questionário numa amostra constituída por 206, realizou-se um estudo quantitativo, transversal, de natureza conclusiva e causal tendo-se estimado um modelo de equações estruturais através do PLS.
O estudo realizado permitiu comprovar que o employer branding exerce um impacto significativo na satisfação dos colaboradores, a qual, por sua vez, influencia positivamente o compromisso afetivo, a criatividade e o e-WOM. Os resultados evidenciam que a satisfação atua como mediadora essencial, transformando a perceção da marca empregadora em atitudes e comportamentos que geram valor para a organização.
Conclui-se que investir em employer branding contribui para atrair e reter talento, além de promover ambientes de trabalho mais motivadores e inovadores.
The business fabric in Portugal is mainly composed of small and medium-sized enterprises (SMEs), many of which have difficulties in attracting and retaining talent, giving employer branding the status of a strategic priority that requires an integrated and collaborative approach involving HR and marketing managers, management, and employees themselves, i.e., the entire organization. Only strong employer branding can reduce turnover rates and attract qualified employees. This study aims to provide additional empirical evidence on the impact of employer branding on affective commitment, creativity, and e-WOM, mediated by employee satisfaction. Thus, based on information collected through a questionnaire from a sample of 206, a quantitative, cross-sectional, conclusive, and causal study was conducted, estimating a structural equation model using PLS. The study proved that employer branding has a significant impact on employee satisfaction, which, in turn, positively influences affective commitment, creativity, and e-WOM. The results show that satisfaction acts as an essential mediator, transforming the perception of the employer brand into attitudes and behaviors that generate value for the organization. It is concluded that investing in employer branding contributes to attracting and retaining talent, in addition to promoting more motivating and innovative work environments.
The business fabric in Portugal is mainly composed of small and medium-sized enterprises (SMEs), many of which have difficulties in attracting and retaining talent, giving employer branding the status of a strategic priority that requires an integrated and collaborative approach involving HR and marketing managers, management, and employees themselves, i.e., the entire organization. Only strong employer branding can reduce turnover rates and attract qualified employees. This study aims to provide additional empirical evidence on the impact of employer branding on affective commitment, creativity, and e-WOM, mediated by employee satisfaction. Thus, based on information collected through a questionnaire from a sample of 206, a quantitative, cross-sectional, conclusive, and causal study was conducted, estimating a structural equation model using PLS. The study proved that employer branding has a significant impact on employee satisfaction, which, in turn, positively influences affective commitment, creativity, and e-WOM. The results show that satisfaction acts as an essential mediator, transforming the perception of the employer brand into attitudes and behaviors that generate value for the organization. It is concluded that investing in employer branding contributes to attracting and retaining talent, in addition to promoting more motivating and innovative work environments.
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Keywords
Employer branding Criatividade e-WOM Satisfação no emprego Compromisso afetivo