Análise do Employer Branding do Camarões Potiguar

Abstract

This paper presents an analysis of the Employer Branding of Camarões Potiguar (Natal/RN). Faced with global transformations, increasing competitiveness among companies in the organizational environment, the need to retain talented employees and build brand reputation as a great employer, has given rise to Employer Branding. This strategy unites the areas of people management and marketing, and has been adopted by companies that seek to develop according to the needs of the market, which is the thematic basis of this work. Backhaus and Tikoo (2004) conceptualize Employer Branding as "an organization's effort to promote, both inside and outside the company, a clear vision of what makes it different and desirable as an employer." Despite this scenario of changes in organizations, there is little scientific production about this topic in Brazil. In order to analyze the Employer Branding in a Brazilian company, the Camarões restaurant was chosen to carry out a study about its Employer Branding, given the reputation of its local brand in the city of Natal (RN). The work is justified by an analysis of the current scenario of Employer Branding of Camarões Potiguar, and by the need for scientific contribution to deepen the study of this issue in the country. For this, it was applied with 97 restaurant employees, the theoretical model proposed by Sezões (2017) with 32 indicators to analyze the dimensions of Employer Branding, and a qualitative interview script for managers. The results of the analysis indicated that the Camarões Potiguar strategy translates into precision and internal consistency in the experience that promotes the employee, and identified the main dimensions that characterize his Employer Branding. At the end, an analysis was made about the theoretical model used, regarding the different results of the initial designed model. It is hoped that this publication contributes scientifically to the study of the thematic in Brazil, and that it helps the management of Camarões Potiguar in decision-making processes.