How to target employer branding efforts in attracting new potential talent
: the case of DHL Express Portugal

  • Ana Inês de Almeida Santos Jorge (Student)

Student thesis: Master's Thesis

Abstract

Companies are striving to implement the best employer branding strategies to successfully differentiate themselves from competitors and gain a competitive advantage by attracting the best talent. To the author's knowledge, there is no research into how career expectations are linked to the intention to apply to a specific company. To overcome this research gap, this study’s purpose is to test this relationship and verify which work values influence the most the attraction of a Generation Z and Generation Y member to DHL Express Portugal. This information is useful to the company since it allows them to better target their employer branding efforts in attracting new talent that fits the company’s profile. An online survey was distributed and the results indicated that leisure values have the highest influence, however, it has a negative impact, which means that fewer people will intend to join the organization the more they value an easy pace, vacations, and personal time. Subsequently, specific recommendations were provided, based on the results obtained, to enrich DHL Express Portugal with relevant information which can be considered when implementing their employer branding strategies.
Date of Award19 Oct 2022
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorRute Xavier (Supervisor)

Keywords

  • Employer branding
  • Work values
  • Organization attraction
  • Generation Z
  • Generation Y

Designation

  • Mestrado em Gestão

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