The role of employer branding and internal marketing in talent attraction and retention: an applied study in a Portuguese metallurgical industry

IF 3.8 Q2 BUSINESS EuroMed Journal of Business Pub Date : 2024-03-22 DOI:10.1108/emjb-07-2023-0173
Catarina Gonçalves Rodrigues, Bruno Barbosa Sousa
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Abstract

Purpose

This research seeks to understand whether employer branding (EB) and internal marketing (IM) are fundamental to the challenge of attracting and retaining talent and how these strategies can help companies to overcome the difficulties related to the talent shortage, from the perspective of a SME Portuguese metallurgical industry.

Design/methodology/approach

The research resorts to a case study of a qualitative nature, through a semi-structured interview with the head of the human resources (HR) training and development area of the Navarra Group, and quantitative, through surveys to its employees. Based on the literature, a conceptual model was constructed, whose application allowed us to perceive the relationships between the practices of EB and IM; satisfaction, motivation and commitment; attraction and retention.

Findings

The exploratory interview concluded that organizations consider EB and IM essential for an effective talent management strategy. The quantitative results demonstrate that IM and EB practices implemented in the organization contribute to the satisfaction, motivation and involvement of employees, which results in a decrease in the intention to leave. It is also noted that these practices promote an increase in the perception of organizational attractiveness, which represents a positive impact on its ability to attract.

Research limitations/implications

From a theoretical perspective, the research contributes to the development of knowledge about IM, EB and talent management, providing relevant data that can help define the best strategies for attraction and retention, from the point of view of IM and EB.

Originality/value

The research presents preliminary insights that can be an auxiliary tool for HR managers and professionals in the context of industrial SMEs.

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雇主品牌和内部营销在吸引和留住人才方面的作用:葡萄牙冶金行业的应用研究
目的本研究试图从葡萄牙冶金行业中小企业的角度,了解雇主品牌(EB)和内部营销(IM)是否是吸引和留住人才的根本,以及这些战略如何帮助企业克服与人才短缺有关的困难。设计/方法/途径本研究通过对纳瓦拉集团人力资源(HR)培训和发展领域负责人进行半结构化访谈,进行定性案例研究;通过对员工进行调查,进行定量案例研究。根据文献,我们构建了一个概念模型,通过应用该模型,我们可以了解 EB 和 IM、满意度、激励和承诺、吸引力和留用之间的关系。定量结果表明,组织中实施的 IM 和 EB 实践有助于提高员工的满意度、积极性和参与度,从而降低离职意向。研究的局限性/影响从理论角度看,本研究有助于发展有关 IM、EB 和人才管理的知识,提供相关数据,有助于从 IM 和 EB 的角度确定吸引和留住人才的最佳战略。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
9.80
自引率
19.20%
发文量
61
期刊介绍: The EuroMed Journal of Business (EMJB) is the premier publication facilitating dialogue among researchers from Europe and the Mediterranean. It plays a vital role in generating and disseminating knowledge about various business environments and trends in this region. By offering an up-to-date overview of emerging business practices in specific countries, EMJB serves as a valuable resource for its readers. As the official journal of the EuroMed Academy of Business, EMJB is committed to reflecting the economic growth seen in the European-Mediterranean region. It aims to be a focused and targeted business journal, highlighting environmental opportunities, threats, and marketplace developments in the area. Through its efforts, EMJB promotes collaboration and open dialogue among diverse research cultures and practices. EMJB serves as a platform for debating and disseminating research findings, new research areas and techniques, conceptual developments, and practical applications across various business segments. It seeks to provide a forum for discussing new ideas in business, including theory, practice, and the issues that arise within the field.
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