The influence of employer branding

Abstract

The aim of this dissertation is to help and guide Multipessoal in the process of improving their Employer Branding (EB) strategies and enhance their reputation as an employer. This thesis explores the dimensions of Employer Branding strategies with a specific focus on the influence that it has (i) on the reputation of a company as an employer among potential candidates, (ii) in the first impressions of potential candidates in the initial states of the recruitment process, and (iii) in the decision to apply for a job. Through an in-depth quantitative analysis of an online questionnaire, the study unveils that reputation plays a role in the decision to apply for a job but there was not enough evidence that EB influences it. It also indicates that EB strategies influence the first impressions of potential candidates. Regarding the decision to apply for a job, not all EB strategies that were in the questionnaire influence it. The analysis provides valuable insights in which Employer Branding strategies organizations should focus on. Organizations, in particular Multipessoal, can use the findings of this study to improve their recruitment practices, reputation as an employer, and employer branding strategies.

Date of Award	23 Jan 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rute Xavier (Supervisor)