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Recruitment Marketing Strategies: Le...

Cerveira, Filipa,

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Recruitment Marketing Strategies: Leveraging Employer Branding to Attract and Engage Candidates /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Recruitment Marketing Strategies: Leveraging Employer Branding to Attract and Engage Candidates // Filipa Cerveira.
Author:	Cerveira, Filipa,
Description:	1 electronic resource (57 pages)
Notes:	Source: Masters Abstracts International, Volume: 86-05.
Contained By:	Masters Abstracts International86-05.
Subject:	Personality traits. -
Online resource:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=31701923
ISBN:	9798346595441

Recruitment Marketing Strategies: Leveraging Employer Branding to Attract and Engage Candidates /
Cerveira, Filipa,

Recruitment Marketing Strategies: Leveraging Employer Branding to Attract and Engage Candidates /Filipa Cerveira. - 1 electronic resource (57 pages)

Source: Masters Abstracts International, Volume: 86-05.

For businesses to survive the fierce competition for talent acquisition, Employer Branding and Recruitment Marketing are fundamental areas that companies need to develop to survive the "talent war". This research examines Multipessoal perception as an employer alongside its competitor9s recruitment marketing strategies. Additionally, investigates the hierarchy of job offer attributes preferred by candidates and its relationship with preferable company values, demographic profiles, and recruitment marketing awareness. The best practices of a recruitment marketing strategy were also analysed to provide recommendations on how Multipessoal can employ a recruitment marketing strategy to attract candidates. To gather information for this dissertation, different approaches were utilised including secondary data, content analysis, benchmark analysis, literature review, and two surveys: one for candidates and another for human resources and employer branding managers. Some relevant findings occurred, including the preference for the hiring company, the job description and the job title when looking for a job offer. However, there was no significant relationship found between these preferences and any of the hypotheses: company values, demographic profiles, and recruitment marketing awareness. Regarding recruitment marketing strategies, key practices include website optimization, live chat utilisation, video content creation, candidate email campaigns, paid advertising, and employee testimonial incorporation. Concluding, while no relationship was shown, this study stresses the importance of certain job offer attributes and their features alongside effective recruitment marketing strategies in attracting and retaining talent.

English

ISBN: 9798346595441Subjects--Topical Terms:

3266730
Personality traits.

Recruitment Marketing Strategies: Leveraging Employer Branding to Attract and Engage Candidates /
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520 $a For businesses to survive the fierce competition for talent acquisition, Employer Branding and Recruitment Marketing are fundamental areas that companies need to develop to survive the "talent war". This research examines Multipessoal perception as an employer alongside its competitor9s recruitment marketing strategies. Additionally, investigates the hierarchy of job offer attributes preferred by candidates and its relationship with preferable company values, demographic profiles, and recruitment marketing awareness. The best practices of a recruitment marketing strategy were also analysed to provide recommendations on how Multipessoal can employ a recruitment marketing strategy to attract candidates. To gather information for this dissertation, different approaches were utilised including secondary data, content analysis, benchmark analysis, literature review, and two surveys: one for candidates and another for human resources and employer branding managers. Some relevant findings occurred, including the preference for the hiring company, the job description and the job title when looking for a job offer. However, there was no significant relationship found between these preferences and any of the hypotheses: company values, demographic profiles, and recruitment marketing awareness. Regarding recruitment marketing strategies, key practices include website optimization, live chat utilisation, video content creation, candidate email campaigns, paid advertising, and employee testimonial incorporation. Concluding, while no relationship was shown, this study stresses the importance of certain job offer attributes and their features alongside effective recruitment marketing strategies in attracting and retaining talent.
520 $a A competicao pela aquisicao de talentos obriga as empresas a desenvolverem areas como o Employer Branding e o Marketing de Recrutamento para sobreviverem. Esta dissertacao analisa a percecao da Multipessoal como empregadora e as estrategias de marketing de recrutamento dos seus concorrentes. Ainda investiga a hierarquia dos componentes das ofertas de emprego preferidos pelos candidatos e a sua relacao com os valores da empresa, perfis demograficos e conhecimento de marketing de recrutamento. As melhores praticas de uma estrategia de marketing de recrutamento tambem foram analisadas para fornecer recomendacoes a Multipessoal de como empregar uma estrategia de marketing de recrutamento para atrair candidatos. Para obtencao dos dados, foram utilizadas diferentes abordagens, incluindo dados secundarios, analise de conteudo, benchmarking, revisao literaria e dois inqueritos: um a candidatos e outro a gestores de recursos humanos e de employer branding. Foram obtidos resultados relevantes, incluindo a preferencia pela empresa contratante, pela descricao e titulo da oportunidade quando se esta perante uma oferta de emprego. No entanto, nao foi encontrada nenhuma relacao entre estas preferencias e os valores da empresa, perfis demograficos e conhecimento de marketing de recrutamento. Relativamente as estrategias de marketing de recrutamento, as principais praticas incluem a otimizacao do website, a utilizacao do live chat,conteudos em formato de video, emails para candidatos, a publicidade paga e a incorporacao de testemunhos de empregados. Concluindo, embora nao tenha sido encontrada nenhuma relacao, a importancia de determinados atributos das ofertas de emprego, juntamente com estrategias de marketing de recrutamento, sao imprescindiveis para atrair talentos.
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