Employer branding strategies and fringe benefits

: HR positioning strategies for one of Portugal's largest construction companies

Abstract

Nowadays it is more challenging for companies to find qualified and motivated personnel and the high number of future retirees in the next few years and the competition for the best personnel does not make this situation any easier. One of the largest construction companies in Portugal, Teixeira Duarte, is also affected by this pressure. For this reason, the question arises how it is still possible to attract and retain the best employees and to strengthen a good competitive position in the areas of "Construction", "Real Estate" and "Concession & Services" in the Portuguese market. To answer this question, a literature review on Employer Branding and Fringe Benefits approach was conducted and enriched by a qualitative analysis using company insights. A benchmarking exercise was also carried out to analyze Teixeira Duarte's position in the three markets and to identify potential. This analysis leads to the final recommendation to introduce a structured Employer Branding strategy in the units, but also with unit overarching aspects of communication and a Key Performance Indicator (KPI) tracking to help Teixeira Duarte to a good competitive position in the three markets.

Date of Award	4 Jul 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rute Xavier (Supervisor)