Employer branding: estudo de caso em uma healthtech do oeste de Santa Catarina

Abstract

This study identifies Employer Branding strategies in a software company located in western Santa Catarina, with an emphasis on understanding the employer brand value proposition and formulating suggestions to enhance it among employees. The objectives were to identify internal practices related to the employer brand, understand the employee value proposition and its core components, and propose ways to strengthen it as perceived by the internal audience. A qualitative, descriptive approach was adopted, structured as a case study. Data were obtained through a semi-structured interview with the people manager, conducted in August 2025, supplemented by a literature review and consultation of sector indicators. Content analysis was used to map practices, communication routines, and perceptions regarding the employee experience. The results describe elements of the employee value proposition and its consolidation in people management policies and routines, including benefits, internal communication, and selection criteria oriented toward cultural fit. As an applied outcome, suggestions are presented for improvement focused on formalizing career pathways, systematizing recognition, expanding feedback routines, and integrating endomarketing with internal communication.