Employer Branding: um estudo de caso em uma startup de Florianópolis-SC

Abstract

With the constantly changing and evolving economic and technological landscape, competitiveness, which once revolved solely around customers, has now extended to encompass talents as well. Just as having a reputable brand enables companies to attract more clients, an employer brand draws in more qualified individuals who share an identification with the company. The objective of employer branding is to fortify and uphold the positive reputation of the employer brand, grounded in the pillars of identity and culture, image, attractiveness, and organizational loyalty. The purpose of this study is to analyze the current applications of employer branding within a startup based in Florianópolis, Seazone. To achieve this goal, a bibliographical research and case study were conducted, utilizing a qualitative approach. Strategic data concerning the company and employer branding were acquired through a semi-structured interview with the recruitment and selection coordinator, as well as the coordinator of personnel, culture, and retention departments. The company is acquainted with and implements several employer branding actions. It possesses well-defined values, culture, and objectives, seeks to listen to and value employees' perspectives, provides various benefits and incentives, and establishes an employee journey. Additionally, even in the context of remote work, the company organizes festivities and values transparent relationships. Given its startup nature, it facilitates rapid professional growth; nevertheless, it still encounters challenges in recruiting, selecting, and retaining professionals. Options for promotion were proposed to make the brand more engaging and appealing to employees and candidates. Among the suggestions are transforming employees into brand ambassadors, facilitating family celebrations upon employee promotion, and fostering support for diversity.