The Role of Employer Branding to Improve Customer Orientation and Satisfaction: The Case of a Leading Portuguese Business Group

• Autores: Arriscado Paula, Bianca Sousa, Helena Quesado
• Localización: De los medios y la comunicación de las organizaciones a las redes de valor / coord. por José Rúas Araújo, Valentín Alejandro Martínez Fernández, María Magdalena Rodríguez, Iván Puentes Rivera, Jenny Yaguache Quichimbo, Eva Sánchez Amboage, 2016, ISBN 978-9942-25-054-4, págs. 1145-1173
• Idioma: inglés
• Títulos paralelos:
  • The Description of the Creation of a Corporate Management Team Work as the First Step to an Employer Branding Strategy
• Enlaces
  • Texto Completo Libro (pdf)
• Resumen

  • Employer branding has gained considerable attention from practitioners and academics on recent years. It is believed that a Corporate Brand can only be fully implemented if it reaches all the stakeholders. Within this approach, building a strong employer brand should consider two main dimensions. One that reflects and reaches outer stakeholders and the other that looks at internal stakeholders, mainly employees. Internal branding and Internal Marketing play a key role within the former, by contributing to explain how companies can build their brand from the inside. Although there is substantial literature about how companies should build their brand as employers, little attention has been given to the concrete answers companies come up with when facing the challenge of building an employer brand. Based on Internal Marketing, Corporate Branding, Employer Branding and Internal Branding concepts, this paper describes the approach developed by a leading Portuguese business group (PBG), namely the steps taken in building and sustaining a competitive employer brand, based on the establishment of a Corporate Management of People, Brand and Communication. We also reflect about the importance of an Employer Branding strategy to improve customer orientation and satisfaction, namely the creation of a structure with marketing skills capable of providing value propositions to all customers. Some authors highlight a strong link between the satisfaction of employees and a high-quality service. Employees who are more satisfied deliver a higher quality service, which in turn leads to more customer satisfaction and loyalty (Powers & Valentine 2008; Tortosa, Moliner, & Sanchez 2009; Salegna & Fazel 2011 in Dahl & Peltier, 2013). Creating, presenting and spreading a captivating value proposition based on functional, emotional and symbolic benefits for current and potential customers emerges as a key factor in business� strategies.