Employer branding: um estudo sobre os fatores de atração e retenção para a marca empregadora de consultorias organizacionais na visão dos consultores

Abstract

The present work has as general objective to understand which employer branding strategies apply to organizational consultancies from the perspective of consultants. For this, we sought to identify the main employer branding strategies for attracting and retaining professionals in the area from the perspective of consultants, as well as understanding the attributes of employee value proposition that apply to organizational consultancies from the perspective of consultants. This study is classified as exploratory and qualitative, based on bibliographic research and interviews with 15 organizational consultants. The results obtained indicate that a culture experienced and convergent with the purpose of consultants, the promotion of recognition, pecuniary and other forms, tools and plans that promote personal and professional development and aspects related to the structure and organization of the work itself are fundamental factors for attracting and retaining professionals in the field, being, therefore, the key themes for the development of employer branding strategies for business consultancies. The work contributes academically due to the absence of studies of the subject to the local reality and supporting companies in the field to develop strategies for attracting and retaining professionals through a strong employer brand.