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Employer branding nas redes sociais : o impacto na atração de candidatos
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O presente estudo tem como objetivo analisar o papel do Employer Branding nas redes sociais na perceção da reputação organizacional e na intenção de candidatura dos potenciais candidatos. Atualmente, devido aos crescentes desafios na atração de talento e à importância das redes sociais no recrutamento, torna-se essencial entender como é que as organizações constroem e partilham a sua marca empregadora nestes canais. O estudo propõe um modelo conceptual que integra as atividades de marketing nas redes sociais (SMMA), a atratividade do empregador (EmpAt), a reputação organizacional e a comunicação boca-a-boca (word-of-mouth), procurando aferir o seu impacto na intenção de candidatura. O estudo utiliza uma abordagem quantitativa, com recolha de dados através de um questionário online. A amostra foi composta por 129 indivíduos, maioritariamente pertencentes à Geração Z (18-27 anos). Os resultados obtidos foram analisados através do método de modelagem de equações estruturais de mínimos quadrados (PLS-SEM), utilizando o software SmartPLS 4, sendo complementada com análises descritivas e testes de fiabilidade e validade no SPSS. Os resultados demonstram que, das cinco dimensões das SMMA, apenas a customização e o word-of-mouth tiveram impacto significativo na reputação organizacional. Quanto à atratividade do empregador, o valor de aplicação foi a dimensão com maior influência positiva na reputação, enquanto o valor social apresentou uma relação negativa. A reputação organizacional revelou-se como um preditor forte da intenção de candidatura, tal como o word-of-mouth, reforçando a importância destes dois fatores na construção de uma imagem empregadora atrativa. Conclui-se que a comunicação estratégica nas redes sociais e a valorização de atributos funcionais e aplicáveis da marca do empregador são determinantes na atração de talentos. Entre as limitações do estudo destaca-se o tamanho e perfil da amostra, composta maioritariamente por jovens adultos do sexo feminino, o que pode comprometer a representatividade e limitar a generalização dos resultados. Sugere-se que futuras investigações explorem amostras mais heterogéneas e que aprofundem a análise em contextos organizacionais específicos, integrando também abordagens qualitativas que permitam explorar com maior profundidade as perceções sobre employer branding nas redes sociais.
The present study aims to analyze the role of employer branding on social media in shaping organizational reputation and candidates’ intention to apply. In light of the growing challenges in talent attraction and the increasing relevance of social media in recruitment processes, it becomes essential to understand how organizations construct and communicate their employer brand through these channels. This research proposes a conceptual model that integrates Social Media Marketing Activities (SMMA), employer attractiveness (EmpAt), organizational reputation, and word-of-mouth (WOM), in order to assess their impact on application intention. A quantitative approach was adopted, with data collected through an online survey. The sample consisted of 129 individuals, mostly belonging to Generation Z (aged 18–27). Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 4 software, complemented by descriptive analyses and reliability and validity tests performed in SPSS. Findings indicate that among the five SMMA dimensions, only customization and word-of-mouth had a significant impact on organizational reputation. Regarding employer attractiveness, the “application value” dimension showed the strongest positive influence, while “social value” was negatively associated with reputation. Both organizational reputation and word-of-mouth emerged as strong predictors of candidates’ intention to apply, highlighting their relevance in building an attractive employer image. It is concluded that strategic communication on social media and the emphasis on functional and applicable employer brand attributes are key factors in attracting talent. Limitations of the study include the sample size and composition, which was predominantly female and composed of young adults, potentially affecting generalizability. Future research is encouraged to explore more diverse samples and investigate organizational contexts in depth, including qualitative approaches to better understand perceptions of employer branding on social media.
The present study aims to analyze the role of employer branding on social media in shaping organizational reputation and candidates’ intention to apply. In light of the growing challenges in talent attraction and the increasing relevance of social media in recruitment processes, it becomes essential to understand how organizations construct and communicate their employer brand through these channels. This research proposes a conceptual model that integrates Social Media Marketing Activities (SMMA), employer attractiveness (EmpAt), organizational reputation, and word-of-mouth (WOM), in order to assess their impact on application intention. A quantitative approach was adopted, with data collected through an online survey. The sample consisted of 129 individuals, mostly belonging to Generation Z (aged 18–27). Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 4 software, complemented by descriptive analyses and reliability and validity tests performed in SPSS. Findings indicate that among the five SMMA dimensions, only customization and word-of-mouth had a significant impact on organizational reputation. Regarding employer attractiveness, the “application value” dimension showed the strongest positive influence, while “social value” was negatively associated with reputation. Both organizational reputation and word-of-mouth emerged as strong predictors of candidates’ intention to apply, highlighting their relevance in building an attractive employer image. It is concluded that strategic communication on social media and the emphasis on functional and applicable employer brand attributes are key factors in attracting talent. Limitations of the study include the sample size and composition, which was predominantly female and composed of young adults, potentially affecting generalizability. Future research is encouraged to explore more diverse samples and investigate organizational contexts in depth, including qualitative approaches to better understand perceptions of employer branding on social media.
Descrição
Trabalho Final de Mestrado, Marketing, ISEG, 2025
Palavras-chave
Employer Branding Social Media Marketing Activities (SMMA´s) Employer Attractiveness (EmpAt) Corporate Reputation Intention to Apply Employer Branding Atividades de Marketing nas Redes Sociais (SMMA) Atratividade do Empregador (EmpAt) Reputação Organizacional Intenção de Candidatura