The impact of employer branding on the workforce’s retention and satisfaction

: a case study at INOVA+

Abstract

In a business environment currently characterized by the increasing competitiveness and globalization, companies strive to achieve profit by using their resources as efficiently as possible. Considering the latest transformations in an era depicted by interconnection, Employer Branding (EB) has been showcased as a means to differentiate an organization in the market as well as attract employees and retain them, rather than losing qualified workers to competitors. The research presented explores the effect EB has on the workforces’ retention and satisfaction. To that end, this investigation was conducted during a curricular internship carried out at the company INOVA+, using a case study methodology through the execution of semi-structured interviews conducted with thirteen employees of the consulting company, additionally resorting to the assessment of existent documentation, direct and participant observation. It was perceived that the existence of a set of benefits leads to positive reactions from employees regarding their loyalty, motivation, retention and satisfaction in the company, depending on how well the implemented benefits respond to the workforce’s economic, functional and psychological needs.

Date of Award	5 Jul 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Camilo Valverde (Supervisor)