Desafios e oportunidades da comunicação no apoio às estratégias de employer branding

Abstract

The changes in the labor market, arising from social, economic and technological factors, especially associated with the Covid-19 pandemic, significantly affected organizations, making the processes of change and transformation a necessary and challenging reality. From this perspective, employer branding gains importance and becomes a fundamental element in the creation of strategies aimed at promoting a good reputation, attracting and engaging talent. The research aimed to investigate the processes of employer branding and its relationship with organizational communication. For the realization of the study, the general objective was defined: to understand the importance of communication in the development and implementation of employer branding. The methodology included, in addition to the bibliographic review, the use of interviews with professionals in the field of communication and human resources, who had some participation, whether in the initial, ongoing or sustaining phase of the employer branding implementation process. The crossing of information indicates that communication is a fundamental area for the process, proving to be a promising instrument in the creation of strategies and practices that promote the reputation and good organizational image. We highlight the findings on the PR professional, who, due to their knowledge, profile and skills to coordinate projects, can ensure more successful implementation of employer branding in the organizational context. [resumo fornecido pelo autor]