Employer branding for Oceanário de Lisboa

Abstract

Attracting and retaining top talent in the competitive landscape of human resources, employer branding is one of the key factors to a successful execution. This Consulting Project dissertation explores, understands, and refines the employer branding of Oceanário de Lisboa, to make it more appealing to the candidates in the area of management, both internationally as well as locally. The paper digs deep into the topic of employee value proposition, employer branding, employee experience as well as the compensation structure in order to understand what the key influencing factors are to the job seekers market. The study aims to identify what the strengths and opportunities are for Oceanário to enhance their employer branding strategy. It also pinpoints the weaknesses of the organization, like the challenge of the company being perceived as an activity center, and not as a potential workplace. Besides this, it also addresses the deficiencies from an employer perspective, like incomplete job advertisements. To ensure comprehensive job description and clear communication to draw in new talent, different strategic recommendations were made. In conclusion, the consulting project serves as a guide for Oceanário to refine and enhance its employer branding strategy by utilizing some of the recommendations given to attract top talent, foster a positive work culture and position itself as a top employee in the competitive job market.

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