Não basta atrair, tem que fazê-la querer ficar: employer brand, engajamento e intenção de rotatividade de mulheres brasileiras

Abstract

Employer Brand refers to a set of tangible and intangible benefits that organizations offer to attract candidates and retain employees. The literature on the construct has primarily focused on talent attraction, devoting less attention to its effects on the organization's employees, particularly women, who face greater barriers to remaining in the workforce. Grounded in the Job Demands-Resources (JD-R) model, this study examined the mediating role of work engagement in the relationship between the dimensions of employer brand (Training and rewards, and Healthy and ethical environment) and turnover intention among Brazilian professional women. Participants were 391 women who completed the Employer Brand Scale, the Utrecht Work Engagement Scale, the Turnover Intention Scale, and a sociodemographic questionnaire. The results indicated that engagement partially mediated the relationship between Training and rewards and turnover intention, and fully mediated the relationship between a Healthy and ethical environment and turnover intention, explaining 36.8% of its variance. These findings suggest that the two employer brand factors operate through distinct pathways. The study highlights that employer brand and engagement strategies are relevant to retaining women in organizations.