An exploration of the employer branding

: the case of DHL Express Portugal

Abstract

The paper explores the complex concept of employer branding by examining management techniques, internal as well as external components, and their impact on attracting and retaining top talent. By means of an examination of extant literature and empirical data, the study illuminates the complex dynamics involved in talent acquisition within the current competitive corporate landscape. The report emphasises how crucial it is to comprehend both internal and external employer branding in order to shape employee perception and company reputation. It also highlights how important it is to match employee values like work/life balance, career potential, and authenticity in order to successfully attract talent. Using DHL Express Portugal as a case study, this dissertation explores how effectively communicated mission and values can enhance employer perception. The research also identifies key attributes valued by potential employees, including career advancement, competitive compensation, and a positive work environment. A detailed analysis employing online surveys and regression studies reveals the significant influence of intrinsic factors (visible results, learning opportunities) and leisure aspects (work/life balance) on candidate interest in DHL. In conclusion, this dissertation provides valuable insights into understanding employee preferences and perceptions, offering practical strategies for organizations to enhance their employer branding endeavors. By aligning organizational offerings with employee values and preferences, organizations can create an environment conducive to attracting and retaining top talent in today's competitive labor market.

Date of Award	3 May 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rute Xavier (Supervisor)