Employer branding e employer attractiveness: uma revisão sistemática da produção científica brasileira

Abstract

Companies constantly seek to identify and promote their competitive differentiation to stand out in the market. Talent acquisition is an important strategy for this purpose. Faced with difficulties in attraction and retention, companies began to invest in creating and maintaining a good reputation as an employer brand, a strategy called employer branding, so that talents see value when choosing the company to work for, revealing its level of attractiveness. Given the importance that the market attributes to these, it is necessary to investigate the attention that academia pays (or not) to both constructs. The objective of this research is to analyze the related variables and methodological characteristics of Brazilian research on employer branding and/or employer attractiveness published between 2000 and 2022. The methodology is characterized as a bibliographic study, systematic review and rapid review using the Preferred Reporting Items for Systematic reviews and Meta-Analyses (PRISMA). Data collection occurs through consultations with the following databases: Scielo and ANPAD (Spell), with the descriptors: “employer branding”, “employer brand”, “employer attractiveness”, “employer brand” and “employer attractiveness”. The search resulted in 11 articles, of which prevailed research on generational perspective and qualitative approaches. The practical implication is the fundamental strengthening of the brand based on knowledge about how and what attributes to promote to the target audience in order to generate internal and external benefits for the company, mainly the capture of talents with greater profile alignment, minimizing turnover rates.