Employer branding como estratégia para a diminuição da alta rotatividade: um estudo de caso em uma empresa de publicidade na cidade de Chapecó - SC

Abstract

The high turnover of professionals in companies is a problem that spreads worldwide nowadays. Therefore, in order to retain their employees and motivate them effectively, it is essential to implement employer branding actions in the daily routine of organizations, as it represents a powerful internal and external solution, making employees feel a sense of belonging to the environment and aligned with the shared purpose. Given that advertising agencies generally have a high number of younger employees with considerably short tenure, conducting a study to understand the motivation behind these factors becomes relevant so that companies in the industry have the opportunity to address this situation. Thus, this case study aims to comprehensively understand how employer branding actions can impact a company's severity. To achieve this, an applied research was conducted with a qualitative, descriptive approach, focusing on a single case study. Data collection included tools such as a semi-structured interview with the Human Resources manager of the agency, aimed at understanding the current actions taken by the agency, as well as suggesting new possibilities and positively impacting the internal and external health of the company.