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Article

Employer Branding Applied to SMEs: A Pioneering Model Proposal for Attracting and Retaining Talent

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ISLA Santarém, Largo Cândido Reis, 2000-24 Santarém, Portugal
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CiTUR, ESTM, Polytechnic of Leiria, Rua do Conhecimento, 2520-641 Peniche, Portugal
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CEFAGE—UE, Universidade de Évora, Palácio do Vimioso (Gab. 224), Largo Marquês de Marialva 8, 7000-809 Évora, Portugal
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IPCA—Polytechnic Institute of Cávado and Ave, Campus do IPCA—Lugar do Aldão, Vila Frescainha (São Martinho), CiTUR and UNIAG, 4750-810 Barcelos, Portugal
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Business Research Unit, Instituto Universitário de Lisboa, Av. das Forças Armadas, 1649-026 Lisbon, Portugal
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INESC TEC, GOVCOPP (UA), Department of Economics, Management and Industrial Engineering and Tourism (DEGEIT), University of Aveiro, Campus Universitário de Santiago, 3810-193 Aveiro, Portugal
*
Author to whom correspondence should be addressed.
These authors contributed equally to this work.
Information 2020, 11(12), 574; https://doi.org/10.3390/info11120574
Received: 8 November 2020 / Revised: 8 December 2020 / Accepted: 8 December 2020 / Published: 9 December 2020
(This article belongs to the Special Issue Data Analytics and Consumer Behavior)
Most business enterprises are small and medium-sized enterprises (SMEs), and many of them are without a human resource and recruitment department. Thus, one of the challenges that organizations currently face is to find a strategy to retain and attract talent. To overcome this difficulty, enterprises must invest in employer branding policies and be aware of the factors that differentiate them from others when attracting employees. This study aims to develop an employer branding model applicable to SMEs, to increase and enhance the attraction and retention of talents. An exploratory approach based on a quantitative perspective was adopted to develop an employer branding model applied to SMEs, with two major reference employer branding models and frameworks used as the main support. The model of employer branding was applied to SMEs regarding four dimensions, whereby essential questions are asked, namely (1) organizational culture (e.g., do employees have a job description aligned with the corporate culture?), (2) company strategy (e.g., what is the strategy if business volume decreases?), (3) company reputation (e.g., how do you perceive and treat negative feedback?), and (4) reward systems (e.g., do you feel that your employees are motivated intrinsically or extrinsically or both?), ordered by layers based on a logical sequence. The new proposed model is expected to serve as a useful strategic tool and as a basis for attracting, retaining and managing talent, specifically in the SMEs context. This new model provides a set of strategic and competitiveness benefits for SMEs, while contributing to making enterprises more profitable. The model also contributes to SMEs having a better image and reputation, enabling them to stand out from others in the war for talent. View Full-Text
Keywords: employer branding; talent attraction; talent retention; employer branding; talent management; human resource decision making employer branding; talent attraction; talent retention; employer branding; talent management; human resource decision making
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MDPI and ACS Style

Monteiro, B.; Santos, V.; Reis, I.; Sampaio, M.C.; Sousa, B.; Martinho, F.; José Sousa, M.; Au-Yong-Oliveira, M. Employer Branding Applied to SMEs: A Pioneering Model Proposal for Attracting and Retaining Talent. Information 2020, 11, 574. https://doi.org/10.3390/info11120574

AMA Style

Monteiro B, Santos V, Reis I, Sampaio MC, Sousa B, Martinho F, José Sousa M, Au-Yong-Oliveira M. Employer Branding Applied to SMEs: A Pioneering Model Proposal for Attracting and Retaining Talent. Information. 2020; 11(12):574. https://doi.org/10.3390/info11120574

Chicago/Turabian Style

Monteiro, Beatriz; Santos, Vasco; Reis, Isabel; Sampaio, Marta C.; Sousa, Bruno; Martinho, Filipa; José Sousa, Maria; Au-Yong-Oliveira, Manuel. 2020. "Employer Branding Applied to SMEs: A Pioneering Model Proposal for Attracting and Retaining Talent" Information 11, no. 12: 574. https://doi.org/10.3390/info11120574

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