Employer Branding for Talent Retention: A Contextualization of Practices in the Corporate Environment
DOI:
https://doi.org/10.34630/tth.vi3.5060Keywords:
#employerbranding, talentretention, employeevalueproposition, peoplemanagement, workingenvironmentAbstract
The 'War for Talent' is an intense and global competition for attracting and retaining highly skilled professionals in diverse fields. Organizations need to adopt effective value-creating strategies to gain a competitive advantage in this dynamic and competitive job market. Employer branding is a talent retention approach that aims to create a distinct work environment and promote it to achieve the organization's objectives. This article presents a contextualization of the factors that contribute to talent retention, exposing the employer branding practices adopted by market-leading companies in Portugal. If organizations can adapt and evolve by meeting the needs and expectations of their employees, they will gain a significant competitive advantage.
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