O Employee value proposition (EVP) na atração e retenção de talentos: uma análise comparativa do LinkedIn de três empresas brasileiras

Abstract

Given the shifts in the labor market and the advancement of social media, the Employee Value Proposition has emerged as a vital communication tool for brands utilizing corporate networks, directly influencing People Management processes. Within this context, this article aims to analyze how EVP practices are communicated on LinkedIn by three Brazilian companies ranked at the top of the 2025 GPTW (Great Place to Work) list, and how this communication impacts Human Resources teams, specifically regarding talent attraction and retention. To achieve this objective, descriptive research was conducted through individual and comparative analyses of the three leading companies, based on the engagement of posts made on their profiles over a four-month period. The results indicate that these companies share similar approaches, emphasizing benefits, a welcoming environment, purpose, and recognition. However, one company exhibited communication weaknesses that limit its value proposition strategy on the platform. As a contribution, this article highlights the strategic role of digital ecosystems in consolidating the value proposition and employer branding, reaffirming LinkedIn as an institutional showcase and an effective channel for alignment between companies, candidates, and employees.