Deixe-me ir: análise das relações entre employer brand, satisfação no trabalho e intenção de rotatividade

Abstract

In recent years, the exponential increase in the number of resignation requests has become a global phenomenon, negatively impacting organizations and society. One of the primary and most contemporary strategies to address this situation involves the development of actions aimed at strengthening the employer brand, a concept referred to as "employer branding," which has been widely used by organizations to enhance job satisfaction and employee retention, as evidenced by the literature. Therefore, the objective of this present study was to analyze the relationships between employer branding, job satisfaction, and job turnover intention. This research employed a quantitative, descriptive, and cross-sectional design, with the participation of 173 conveniently selected participants. Scales with empirical validation evidence were used, including the Employer Brand Scale, assessing the dimensions: (a) training and development, (b) ethics and corporate social responsibility, (c) work-life balance, (d) a healthy work environment, and (e) compensation and benefits. The Job Satisfaction Scale is also multidimensional and encompasses: (a) satisfaction with salary, (b) satisfaction with colleagues, (c) satisfaction with leadership, (d) satisfaction with promotions, and (e) satisfaction with the nature of the work. Finally, the unifactorial measure of Turnover Intention (TI). The results indicated that employer branding is positively correlated with job satisfaction, with the highest correlation observed between the dimensions of a healthy work environment and satisfaction with the nature of the work (r=0.67; p<0.01), and employer branding is negatively correlated with turnover intention, specifically the dimensions of a healthy work environment (r=-0.54; p<0.01) and training and development (r=0.45; p<0.01). Considering these findings, it is evident that employer branding strategies are directly related to employee satisfaction and a healthy work environment is negatively related to the intention to leave the organization. These findings underscore the importance of organizational brand management strategies, as there is evidence that this is associated with outcomes desired by the organization. All findings are consistent with the existing literature.