A relação entre employer branding e a intenção do colaborador de permanecer na empresa

Abstract

The employer brand is the company's efforts to promote within and without itself a clear and concise vision of what makes it unique and appealing as an employer. In the last 20 years, Employer Branding started to be studied and earned popularity as a smart practice for Human Resources managers. The increase in competitiveness between companies to attract and retain talented professionals resulted in an increased interest in understanding the relations between the attractiveness of employer branding and the intention to apply for a job offer and the desire to stay in the company. The intention to stay, which refers to the employee?s conscious willingness to stay in the company, has been studied in Psychology, and later also in Administration, since the 1980s. Regardless of the size of the organization, the difficulties found in recruiting and retaining qualified human capital are the same. In this sense, the goal of this study was to analyze how the dimensions of Employer Branding are related with the intentions, by the employees, to stay in the company. As such, it was performed a research of quantitative nature with the employers of a large-scale company of the metalmechanical sector in the Serra Gaúcha region, in which they answered a survey-type questionnaire addressing the dimensions of the employer branding and the intention to stay in the company. The database was submitted to statistical analysis, including the multiple linear regression, to verify the relations between the studied constructs. The result indicates that the development dimension is the most impactful in the intentions to stay in the company, in which the management implications raise the study of the internal career planning of the company as a fundamental approach to retain talented employees. The economic and interest dimensions also directly influenced the employees? intention to stay, as well as the exchange costs carry the same significance between the groups of employees with more and less time in the company, demonstrating the business capacity to retain professionals in different career moments. [resumo fornecido pelo autor]