Employer branding: um estudo de caso em uma gerenciadora de risco logístico de Chapecó/SC

Abstract

The current business environment is characterized by constant economic transformations and technological advances, which intensify competition and challenge organizations to strengthen their positions. In the current context, where attracting and retaining talent are significant challenges, employer branding emerges as a fundamental strategy for companies, especially in the logistics risk management sector. This study investigates the employer branding practices of this company, located in Chapecó/SC, focusing on the identity, image, attractiveness and loyalty of the employer brand. Using semi-structured interviews with key members of the organization, in addition to a comprehensive literature review and case study, the research revealed the adherence of these practices to the proposed objectives. The company stands out for an organizational culture based on excellence and continuous feedback, evidenced by practices such as monthly satisfaction surveys and a comprehensive recruitment process. Despite challenges such as high turnover in the risk management sector, the company values professional growth, promoting a collaborative and interactive work environment for its employees. The results indicate an effective commitment to the development of a solid and attractive employer brand, supported by benefit policies and growth programs, thus contributing to its competitiveness and strategic positioning in the market.