Employer branding: estudo de caso em uma empresa brasileira de telecomunicações

Abstract

This study addresses the central problem of understanding how Employer Branding strategies impact talent attraction and retention in a large Brazilian corporation, here referred to as Company X. The general objective was to map and analyze the practices adopted by the organization, considering their maturity and alignment with the Employee Value Proposition (EVP). The research was theoretically grounded in the concepts of Employer Branding developed by Ambler and Barrow (1996), Backhaus and Tikoo (2004), and Berthon et al. (2005), which highlight the importance of functional, economic, and psychological benefits in EVP construction. The methodology adopted was a qualitative exploratory approach, based on semi-structured interviews with managers from Company X to identify perceptions, practices, and challenges related to the subject. The results indicate that Employer Branding is treated as a strategic imperative, with increasing synergy between Human Resources and Marketing, and that the company seeks to develop a consistent EVP to address challenges such as competition for technology talents, the growing demand for flexibility and well-being in the post-pandemic context, and the need to connect with the values of new generations. It is concluded that the company has made significant progress in consolidating its employer brand, but still lacks objective mechanisms to measure the impact of its actions, highlighting the importance of future studies across different sectors and the inclusion of employees’ perspectives.