Employer branding ou employee advocacy: O equilíbrio entre a estratégia e a autenticidade
Palavras-chave:
EmployerBranding, EmployeeAdvocacy, RedesSociais, Equilíbrio, MarcaPessoal, ComunicaçãoInternaResumo
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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