Atratividade do empregador para a geração Z portuguesa

Abstract

The present study was based on the topic of employer branding, that is, the strategies that brands or entities take to better attract/keep their workforce. The focus of this study was workforce attraction – how an entity can attract the professionals it seeks most. This is a concept that has grown in popularity with the coming of the century, in part due to the increasing fight over qualified workforce, globally. By the end of the past century, the world was more connected than it had ever been, geographically, something that just developed further through the XXI century, digitally. The increased connectivity brings new challenges not only to marketing professionals, given the shifts in communication paradigms, but also to brands and human resource professionals, given how easy it is for professionals to find and make themselves available for better job opportunities. Given this context, the present study focused on the portuguese population, specifically gen Z, one, because this is the least studied generation, in this topic, in part because it was the last to integrate the labour market, and two, because this is the generation that organizations, today, have the most interest in attracting, given that is them who are getting into the labour market. Studying Gen Z has also to do with the characteristics of the Portuguese labour market, namely how it has lost its qualified, young, workforce over the years to foreign markets. This study uses a quantitative approach that measured which attributes different Gen Z’s find more attractive when it comes to choosing an employer. The results revealed that 1) different factors are valued differently when it comes to choosing an employe r, 2) different demographics get attracted to different factors related to their potential employers, and 3) professionals that say being more willing to emigrate showed to value all studied dimensions of employer attractiveness, compared to those who say being less willing to emigrate.

Date of Award	17 Jul 2024
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Patrícia Tavares (Supervisor)