Redes sociais e employer brand nas agências de comunicação em Portugal

: a perceção dos profissionais de comunicação

Abstract

In an increasingly digital context, where organisations are in constant competition for employees' attention and where there is a shortage of talent, they need to rethink their strategies, particularly in terms of Employer Branding, both in terms of their value proposition and the channels through which they communicate their distinctive offer, both internally and externally. Thus, the main focus of this work was on understanding the role that social networks in particular can play in building an Employer Brand, as well as understanding some of the trends in the sector under study: communication agencies. The selection of this sector was due in particular to the fact that it is a sector that has shown significant growth in Portugal over the last few years, due to the growing need for companies to communicate effectively with their target audiences and to seek out companies that specialize in this area. Therefore, the aim of this study was to analyze the domains of Social Media and Employer Brand in order to understand the effects of their combined analysis. To this end, the methodology used was quantitative, applied through a questionnaire survey of professionals working in communication agencies in Portugal. Based on the study and the data triangulation, it was possible to determine that the communication of the Employer Brand through social networks, both internally and externally, plays a fundamental role in the attractiveness of communication agencies.

Date of Award	10 Sept 2024
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	João Simão (Supervisor)