The influence of the employer value proposition on talent retention

: the Beta-I case

Abstract

The knowledge and gig economy have established the start of a new professional era: contemporary companies are now aware that talented employees, their commitment and intellectual capital form the indispensable premises for success and competitive advantage in the long run. Given this scenario, companies are shifting their HR practices to a more human-centric and retention-oriented approach, implementing strategies to internally market their employer brands which rely on the crafting of a holistic value proposition. As previous research seems to have partially neglected exploring the role the Employer Value Proposition plays in enhancing the employees' willingness to stay in a company, our investigation aims to contribute to filling this research gap. Through the application of a conjunct instrument, we gained an understanding of the influence the company's Employer Value Proposition, and the dimensions that form it, exert on employee retention at Beta-i. This investigation eventually attempts to provide contemporary companies with the footprint of a deployable and scientific-based tool that could facilitate them in the assessment of talent retention levels and in the outlining of a more targeted Employer Branding strategy, able to fulfil employees' expectations. The findings reflect general efficiency and correlation in Beta-i's value proposition but low uniformity in terms of internal retention levels, leaving space for future improvements. We conclude the Project suggesting the fine-tuning and application of the model to broader organisational contexts.

Date of Award	11 Feb 2022
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	João Lemos e Diogo (Supervisor)