Influência do employer branding na assimilação da cultura organizacional pela geração Z

: uma meta-análise qualitativa

Abstract

In a constantly changing organisational context, companies face the challenge of attracting and retaining young talent, particularly from generation Z, whose expectations regarding work and organisational culture differ from those of previous generations. employer branding thus emerges as an essential strategy to communicate an attractive and coherent value proposition aligned with the values of this generation. The main objective of this study was to understand how employer branding strategies influence the assimilation of organisational culture by generation Z. To this end, a qualitative meta-analysis was conducted based on 20 scientific articles published between 2018 and 2024, analysed using content analysis. The results show that employer branding strategies based on authenticity, social responsibility, well-being, and authentic digital communication contribute to greater identification of generation Z with organisational values. The coherence between external discourse and internal practice emerges as a key factor in cultural assimilation. This study reinforces the strategic role of Human Resource Management in promoting practices aligned with the communicated value proposition, as well as in creating organisational cultures that are attractive and meaningful to young employees. The study’s limitations are also discussed, and suggestions for future research are presented.

Date of Award	17 Jul 2025
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Carla Martins (Supervisor) & Maria Isabel G. G. Castro Guimarães (Co-Supervisor)