Consulting Project for Teixeira Duarte S.A.

: enhancing talent attraction and retention : developing an Employer Branding strategy with focus on Fringe Benefits

Abstract

This master dissertation aims to investigate the implementation of an Employer Branding strategy with focus on Fringe Benefits at Teixeira Duarte S.A., focusing on the Automotive, Hospitality, Shared Services and Distribution sectors. The objective is to identify and utilise appropriate Fringe Benefits that can enhance Teixeira Duarte's Employer Branding and in crease employee retention and attraction in these sectors. The main research question guiding this study is: How can Fringe Benefits be used to improve Teixeira Duarte's Employer Brand ing and make the company more competitive in the Portuguese labour market. To answer this question, this paper will conduct a comprehensive analysis of the current state of Teixeira Duarte's Employer Brand in the selected sectors. A market survey and analysis isconducted to identify best practices and strategies of competitors. In addition, interviews are conducted with Teixeira Duarte HR managers and a market expert from the German Employ er Branding Academy. The results indicate that offering additional benefits is a crucial component of an Employer Branding strategy. The Recommendations focus on key areas such as employee health, flexi ble work, training and development, company values and perceptions of company culture and leadership development. The recommendations aim to increase employee attraction and reten tion by creating a positive work environment and aligning the company's values with employ ee expectations.

Date of Award	6 Jul 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rute Xavier (Supervisor)