A prática de employer branding em uma rede de supermercados de Minas Gerais: um estudo de caso

Abstract

The ability of a company to create its image before society, so that it is attractive to professionals and customers, is called employer branding. The objective of this work is to analyze the Employer Branding of a supermarket chain, in the city of Juiz de Fora, Minas Gerais. This work is exploratory research, and data collection was carried out in a way that primary data were obtained through semi-structured interviews. The results of this research demonstrated the perception of commitment and loyalty that employees have towards the organization, the reputation, and prestige that the studied company has with the society in which it is inserted, and also the understanding of employees about productivity and performance when they are engaged. Therefore, we understand that employer branding tools, together with the retention and attraction of talent, can benefit the organization in front of the employees and the region in which it is located. Therefore, we understand with this case study that the tools of employer branding (Good wages; Employee appreciation; Social projects; Organizational climate; Internal Communication; Work environment; Career plan) together with the retention and attraction of talents, can benefit the organization in terms of employees and the region where it is located.