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Estratégias de employer branding no setor de hotelaria e turismo: relatório de estágio
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 5.35 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
O presente relatório incide sobre a problemática da atração e retenção no setor da
hotelaria e turismo. Neste sentido, investigou-se o conceito de Employer Branding (EB) e a
adoção desta estratégia como forma de mitigar o problema inicial em estudo, a par do estágio
levado a cabo no Departamento de Recursos Humanos do grupo hoteleiro Dorisol de 15 de
setembro de 2022 a 13 de fevereiro de 2023 e das atividades ali desenvolvidas.
No decorrer deste trabalho, teve-se como objetivo a análise ao ambiente interno do
grupo Dorisol. Estudou-se a perceção dos seus colaboradores face às oito dimensões:
“Função’’, “Compensação e Incentivos’’, “Missão, Visão e Valores’’, “Equipa’’,
“Desenvolvimento de Carreira’’, “Cultura e Ambiente de Trabalho’’, “Processos de Gestão’’
e “Comunicação e Imagem’’, com vista ao desenvolvimento de uma possível estratégia de
EB alinhada com a sua missão, visão e valores organizacionais. Para o efeito, adotou-se uma
metodologia mista de investigação do tipo exploratória e explicativa, procedendo-se, numa
primeira fase, a um levantamento bibliográfico sobre a temática em estudo e, numa segunda
fase, a uma análise sociodemográfica e profissional, seguida de aplicação de um questionário
de EB aos colaboradores, aliada de uma observação participante.
Como principais conclusões deste estudo, destacam-se a relação positiva entre a
adoção de estratégias de EB e o fomento da atração e retenção de pessoas no setor hoteleiro,
bem como os benefícios da sua aplicação nos processos de gestão de recursos humanos.
Num contexto de incertezas, motivado pelas constantes mudanças no mercado de trabalho,
a adoção de uma estratégia de EB adaptada ao grupo Dorisol poderá constituir uma
verdadeira vantagem competitiva.
This report focuses on the issue of attraction and retention in the hospitality and tourism industry. In this context, the effects of applying an employer branding (EB) strategy in this sector were studied to mitigate these problems, along with the internship at the human resources department of the Dorisol group between 15th of September of 2022 and the 13th of February 2023, and the activities carried out therein. The internship’s main goal was the analysis of the group’s internal environment. The perception of its employees was studied regarding the eight dimensions ‘‘Function’’, ‘‘Compensation and Incentives’’, ‘‘Mission, Vision and Values’’, ‘‘Team’’, ‘‘Career Development’’, ‘‘Culture and Work Environment’’, ‘‘Management Processes’’ and ‘‘Communication and Image’’, creating the conditions to develop an EB strategy aligned with the organizational mission, vision and values. Regarding the collection of data, a mixed methodology was adopted in this exploratory and explanatory type of research, carrying out, in a first phase, a bibliographical survey on the topic under study and, in a second phase, a sociodemographic and professional analysis, followed by the application of an EB questionnaire to employees, combined with a participant observation. The main conclusions of this study include the positive relationship between the adoption of EB strategies and the promotion of attraction and retention of people in the hotel sector, as well as the benefits of its application in human resources management processes. In a context of uncertainty, motivated by constant changes in the job market, the adoption of an EB strategy adapted to the Dorisol group could constitute a significant competitive advantage.
This report focuses on the issue of attraction and retention in the hospitality and tourism industry. In this context, the effects of applying an employer branding (EB) strategy in this sector were studied to mitigate these problems, along with the internship at the human resources department of the Dorisol group between 15th of September of 2022 and the 13th of February 2023, and the activities carried out therein. The internship’s main goal was the analysis of the group’s internal environment. The perception of its employees was studied regarding the eight dimensions ‘‘Function’’, ‘‘Compensation and Incentives’’, ‘‘Mission, Vision and Values’’, ‘‘Team’’, ‘‘Career Development’’, ‘‘Culture and Work Environment’’, ‘‘Management Processes’’ and ‘‘Communication and Image’’, creating the conditions to develop an EB strategy aligned with the organizational mission, vision and values. Regarding the collection of data, a mixed methodology was adopted in this exploratory and explanatory type of research, carrying out, in a first phase, a bibliographical survey on the topic under study and, in a second phase, a sociodemographic and professional analysis, followed by the application of an EB questionnaire to employees, combined with a participant observation. The main conclusions of this study include the positive relationship between the adoption of EB strategies and the promotion of attraction and retention of people in the hotel sector, as well as the benefits of its application in human resources management processes. In a context of uncertainty, motivated by constant changes in the job market, the adoption of an EB strategy adapted to the Dorisol group could constitute a significant competitive advantage.
Description
Keywords
Atração Estratégia Employer branding Hotelaria e turismo Recursos humanos Retenção Attraction Hospitality and tourism Human resources Retention Strategy Gestão Hoteleira . Escola Superior de Tecnologias e Gestão