Strategic Talent Management: The Impact of Employer Branding on the Affective Commitment of Employees

Patrícia Alves, Vasco Santos, Isabel Reis, Filipa Martinho, Domingos Martinho, Marta Correia Sampaio, Maria José Sousa and Manuel Au-Yong-Oliveira
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Patrícia Alves: ISLA Santarém, Largo Cândido Reis, 2000-24 Santarém, Portugal
Vasco Santos: ISLA Santarém, Largo Cândido Reis, 2000-24 Santarém, Portugal
Isabel Reis: ISLA Santarém, Largo Cândido Reis, 2000-24 Santarém, Portugal
Filipa Martinho: ISLA Santarém, Largo Cândido Reis, 2000-24 Santarém, Portugal
Domingos Martinho: ISLA Santarém, Largo Cândido Reis, 2000-24 Santarém, Portugal
Marta Correia Sampaio: ISLA Santarém, Largo Cândido Reis, 2000-24 Santarém, Portugal
Manuel Au-Yong-Oliveira: GOVCOPP (UA), Department of Economics, Management and Industrial Engineering and Tourism (DEGEIT), University of Aveiro, Campus Universitário de Santiago, 3810-193 Aveiro, Portugal

Sustainability, 2020, vol. 12, issue 23, 1-21

Abstract: In a globalization context, underlined by the speed of technological transformation and increasingly competitive markets, the perspective of human capital, as an asset of strategic importance, stands out in differentiating human resource practices. Under this reality, the employer branding (EB) concept gains more and more importance as a strategic tool to attract, retain, and involve human capital, given that this has become a source of competitive advantage to companies. Within this context, this study aimed to evaluate the relationship between employer branding strategies implemented by organizations, as well as their impact on the employee’s affective commitment, evident in certain organizational cultures, which are sustained over time. The methodological framework applied to this study is quantitative, and the data collection was carried out with the application of an employer branding and an affective commitment questionnaire. To achieve a good representation of the active population, the sample of the quantitative study was composed of 172 individuals, working in the public and private sectors in Portugal, exercising different positions in the different sectors of activity. Results obtained with these techniques indicate a high level of affective organizational commitment (AOC) of employees in the organizations surveyed, suggesting that affective commitment develops when the individual becomes involved and identifies with the organization.

Keywords: employer branding; affective commitment; talent management; strategy; personal marketing (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

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