Employer branding ou employee advocacy: O equilíbrio entre a estratégia e a autenticidade

Autores

Palavras-chave:

EmployerBranding, EmployeeAdvocacy, RedesSociais, Equilíbrio, MarcaPessoal, ComunicaçãoInterna

Resumo

Numa era em que a autenticidade se tornou um valor-chave na comunicação organizacional, o equilíbrio entre Employer Branding e Employee Advocacy surge como um desafio estratégico. Este artigo analisa como as organizações podem alinhar a sua identidade institucional com a voz espontânea dos colaboradores, explorando o papel da comunicação interna, o impacto das redes sociais e os riscos associados à ausência de diretrizes claras. Com base em diversas fontes e exemplos práticos, reflete-se sobre o poder da partilha genuína na construção da reputação organizacional e sublinha-se a necessidade de mais investigação sobre o conceito de Employee Brand Advocacy, ainda pouco explorado na literatura.

Referências

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Publicado

09-06-2025

Como Citar

Ferreira, C. (2025). Employer branding ou employee advocacy: O equilíbrio entre a estratégia e a autenticidade. The Trends Hub, 1(5). Obtido de https://parc.ipp.pt/index.php/trendshub/article/view/6209

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