Recruitment marketing strategies

: leveraging employer branding to attract and engage candidates

Abstract

For businesses to survive the fierce competition for talent acquisition, Employer Branding and Recruitment Marketing are fundamental areas that companies need to develop to survive the “talent war”. This research examines Multipessoal perception as an employer alongside its competitor9s recruitment marketing strategies. Additionally, investigates the hierarchy of job offer attributes preferred by candidates and its relationship with preferable company values, demographic profiles, and recruitment marketing awareness. The best practices of a recruitment marketing strategy were also analysed to provide recommendations on how Multipessoal can employ a recruitment marketing strategy to attract candidates. To gather information for this dissertation, different approaches were utilised including secondary data, content analysis, benchmark analysis, literature review, and two surveys: one for candidates and another for human resources and employer branding managers. Some relevant findings occurred, including the preference for the hiring company, the job description and the job title when looking for a job offer. However, there was no significant relationship found between these preferences and any of the hypotheses: company values, demographic profiles, and recruitment marketing awareness. Regarding recruitment marketing strategies, key practices include website optimization, live chat utilisation, video content creation, candidate email campaigns, paid advertising, and employee testimonial incorporation. Concluding, while no relationship was shown, this study stresses the importance of certain job offer attributes and their features alongside effective recruitment marketing strategies in attracting and retaining talent.

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