Employer Branding: The importance of retention

Employer Branding is a new tool used in Human Resources Management which develops a corporate branding as well as creates an active relationship between the organization and the qualified candidates to recruit and retain. Nowadays, the organizations have to take special care in the retention of its employees. The retention of employees is a priority for the Human Resources Management, as it leads the businesses to achieve high levels of profitability and success. The main goal of this research is to understand how the organizations settled in Portugal retain their employees and what practices are used to do so. It is also important to realize if the organizations think that the retention of employees is indeed important, and if so, what is their vision on the subject and, if it is through the Employer Branding process that they can achieve higher rates of retention and satisfaction of their employees. For this study were analysed eleven companies in Portugal, from distinct business areas and different locations. The qualitative methodology was used and the main technique of data collection was the semi-structured interviews. Altogether, eleven interviews were held to the responsible for Human Resources of each organization, or one of the department's employees who were linked to people management. The final results of this investigation suggest that the process of Employer Branding begins to gain ground in human resource management and that the companies in Portugal are concerned with the retention of its employees, using different practices and sometimes, creative strategies to achieve it.