Employer branding in portuguese companies

: communciation strategies and international master students' perceptions

Abstract

Portugal has become an increasingly popular destination for international students, yet the country faces a significant challenge in retaining this talent post-graduation. This study explores how Portuguese companies utilize Employer Branding (EB) strategies to attract and retain international Master’s graduates, with a focus on their migration intentions. Employing a mixed-method approach, the research combines qualitative interviews with EB professionals from large Portuguese companies and a quantitative survey of international students. The findings highlight a disconnect between what companies offer and what international graduates seek, particularly around competitive salaries, career advancement, and work-life balance, leading to low retention rates. Findings indicate that while some companies have advanced EB strategies, others are still in the early stages of formalizing their approach. Additionally, language barriers and structural challenges within organizations further complicate talent attraction and integration. Despite these challenges, the research offers actionable insights for enhancing EB strategies, focusing on adapting Employer Value Proposition (EVP) offerings and addressing internal barriers, to support talent retention and mitigating brain drain in Portugal. Future research is recommended to further investigate the interplay between EB and broader corporate strategies, as well as the long-term impact of these practices on talent migration.

Date of Award	13 Feb 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Filipa Oliveira (Supervisor)