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Advisor(s)
Abstract(s)
Human capital is considered the most important resource in any organization. However,
most companies are concerned with external customer satisfaction, without devoting much attention
to the satisfaction of their employees. Indisputably, employee satisfaction is fundamental and
determines the success or failure of what the customer experiences. Technological developments
have changed our lives and habits, and even the way we relate to others, so the online increasingly
influences the offline. The purpose of this manuscript was to examine the relationship between the
Digital Communication of companies and their Employer Branding, with a special focus on the close
relationship that employees feel with the company. To perform this analysis, a case study was carried
out using a qualitative approach. Interviews with seven managers from three different companies,
two of whom are responsible for the Digital Communication of their organizations, were performed.
With the analysis of the data obtained, it is concluded that the Employer Branding perceived by the
employees is of a positive image of the company, but they do not feel emotionally more connected with
the organization through the Digital Communication practiced by it. With this study, it is expected
that organizations recognize the importance that an online presence has in the image of their brand
as a whole, and that it is important to invest in Digital Communication, but it has to be performed
with an action plan to achieve the objectives intended. From an interdisciplinary perspective, the
manuscript presents insights for marketing (digital marketing and employer branding) and for
socially responsible behavior by organizations (in a Portuguese context).
Description
Keywords
Employer branding Digital communication Social media Social responsibility
Pedagogical Context
Citation
Fernandes, Raquel; Sousa, Bruno Barbosa; Fonseca, Manuel; Oliveira, José (2023). Assessing the impacts of internal communication: employer branding and human resources. Administrative Sciences. eISSN 2076-3387. 13:6, p. 1-13
Publisher
MDPI