Organizational Attractiveness: The impact of image on the Recruitment Process Study applied to Agricultural Credit Banks based in the Algarve Region in Portugal

We all differ in skills, capabilities, and motivations, among other factors; hence, the growing importance of the Human Resources Management area in organizations. Human Resources are complex, both in their way of being and acting, making them delicate to manage. Just like people, companies also have their identity, personality, and culture—some more pronounced, others less. But nowadays, with the high competition present in the market, it’s not enough to exist; it’s necessary to make oneself seen, to make oneself known. In this sense, this study portrays the difficulties that these companies may experience due to the image they convey to their public. Concepts that link organizational attractiveness, job satisfaction, and employer branding are explored. Oriented towards the banking sector, more specifically the Grupo Caixa de Crédito Agrícola, this research used qualitative methods that led to the belief that promoting job satisfaction must be a continuous effort, but also that entities must invest in internal and external communication, creating a strong and attractive employer image.