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

Author

Listed:
  • Patrícia Alves

    (ISLA Santarém, Largo Cândido Reis, 2000-24 Santarém, Portugal)

  • Vasco Santos

    (ISLA Santarém, Largo Cândido Reis, 2000-24 Santarém, Portugal
    CiTUR, ESTM, Polytechnic of Leiria, Rua do Conhecimento, 2520-641 Peniche, 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
    CEFAGE–UE, Largo Marquês de Marialva, 8, 7000-809 Évora, Portugal)

  • Maria José Sousa

    (Business Research Unit, Instituto Universitário de Lisboa, Av. das Forças Armadas, 1649-026 Lisbon, 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)

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.

Suggested Citation

  • Patrícia Alves & Vasco Santos & Isabel Reis & Filipa Martinho & Domingos Martinho & Marta Correia Sampaio & Maria José Sousa & Manuel Au-Yong-Oliveira, 2020. "Strategic Talent Management: The Impact of Employer Branding on the Affective Commitment of Employees," Sustainability, MDPI, vol. 12(23), pages 1-21, November.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:23:p:9993-:d:453482
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    References listed on IDEAS

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    1. Parakandi, Mohammed & Behery, Mohamed, 2016. "Sustainable human resources: Examining the status of organizational work–life balance practices in the United Arab Emirates," Renewable and Sustainable Energy Reviews, Elsevier, vol. 55(C), pages 1370-1379.
    2. Schiemann, William A., 2014. "From talent management to talent optimization," Journal of World Business, Elsevier, vol. 49(2), pages 281-288.
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    Cited by:

    1. Pedro César Martínez-Morán & Jose Maria Fernández-Rico Urgoiti & Fernando Díez & Josu Solabarrieta, 2021. "The Digital Transformation of the Talent Management Process: A Spanish Business Case," Sustainability, MDPI, vol. 13(4), pages 1-16, February.
    2. William C. Murray & Mark R. Holmes, 2021. "Impacts of Employee Empowerment and Organizational Commitment on Workforce Sustainability," Sustainability, MDPI, vol. 13(6), pages 1-14, March.
    3. Isabel Reis & Maria José Sousa & Andreia Dionísio, 2021. "Employer Branding as a Talent Management Tool: A Systematic Literature Revision," Sustainability, MDPI, vol. 13(19), pages 1-22, September.
    4. Manuel Au-Yong-Oliveira & Maria José Sousa, 2022. "Sustainable Marketing and Strategy," Sustainability, MDPI, vol. 14(6), pages 1-3, March.
    5. Adriana Z. F. C. Nishimura & Ana Moreira & Maria José Sousa & Manuel Au-Yong-Oliveira, 2021. "Weaknesses in Motivation and in Establishing a Meritocratic System: A Portrait of the Portuguese Public Administration," Administrative Sciences, MDPI, vol. 11(3), pages 1-26, August.

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