Employer Branding: estudo de caso em uma empresa de base tecnológica de Chapecó-SC

Abstract

Brand management in the area of Human Resources involves, in addition to your identity, recruitment and selection practices. Employer Branding management aims at organizational attractiveness and employee retention through practices such as culture and career planning. Strategic and sustainable Employer Branding management comprises the Employer Value Proposition, which stimulates productivity, and the Employee Experience, which promotes employee loyalty. This research seeks to understand the three concepts at IXC Soft, a management software development company. The investigation is necessary in view of the losses caused by the loss of human capital in organizations. The research methodology is presented as descriptive, with a qualitative approach and the semi-structured interview as the data collection instrument. The implication of the research is the low number of interviewees, making the research perspective partial. The results obtained achieve the objectives outlined, positively verifying the Employer Branding and Employee Experience practices at IXC Soft, and the absence of a concrete and clear Employer Value Proposition. For future research, it is suggested that the perspective of the employee at IXC Soft be analyzed, and for other Employer Branding researches, it is suggested that the generational conflict be addressed so that the solutions simultaneously include the analogue and digital generations.