Young people’s career choices based on employer branding

Detalhes bibliográficos
Autor(a) principal: Oltramari, Andrea Poleto
Data de Publicação: 2019
Outros Autores: Córdova, Rosana, Tonelli, Maria José
Tipo de documento: Artigo
Idioma: por
eng
Título da fonte: Cadernos EBAPE.BR
Texto Completo: https://periodicos.fgv.br/cadernosebape/article/view/76652
Resumo: This article critically discusses the relevance of brands in young undergraduate students’ choices when looking for internships and jobs. The research is based on the debate around the modern concepts of employer branding, consumption and lifestyle, and prosumption and co-creation. Interviews were conducted with 18 students at the end of an undergraduate program in business administration at a public university in the south of Brazil. The main results show that younger students become prosumers of their employer’s brands and their careers are based on seeking to work for the best brands, which is associated to intermittent jobs and vulnerable work relationships. However, the employers do not seem to offer enough elements to retain young workers.
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spelling Young people’s career choices based on employer brandingTrabajador-consumidor: la atracción de jóvenes por el employer branding en la elección profesionalTrabalhador-consumidor: a atração de jovens pelo employer branding na escolha profissionalLabor. Consumption. Employer branding.Trabajo. Consumo. Employer branding.Trabalho. Consumo. Employer branding.This article critically discusses the relevance of brands in young undergraduate students’ choices when looking for internships and jobs. The research is based on the debate around the modern concepts of employer branding, consumption and lifestyle, and prosumption and co-creation. Interviews were conducted with 18 students at the end of an undergraduate program in business administration at a public university in the south of Brazil. The main results show that younger students become prosumers of their employer’s brands and their careers are based on seeking to work for the best brands, which is associated to intermittent jobs and vulnerable work relationships. However, the employers do not seem to offer enough elements to retain young workers.El objetivo de este artículo es realizar una discusión crítica sobre la importancia de la marca para la elección profesional de jóvenes estudiantes de graduación, que prospectan vacantes en empresas. La investigación se apoya en el debate conceptual contemporáneo sobre el employer branding, el consumo y el estilo de vida, prosumo y cocreación. Los procedimientos de recolección de datos incluyeron entrevistas semiestructuradas y observaciones sistemáticas con 18 estudiantes al final del curso de Administración de una universidad federal del sur del país. Los principales resultados apuntan que: los jóvenes se vuelven prosumidores de las marcas empleadoras; la carrera, amparada por la búsqueda de la mejor marca, se muestra como una empresa y está asociada a trabajos intermitentes, lo que hace que las relaciones de trabajo sean cada vez más vulnerables. Pero, a pesar de que la elección del joven trabajador se apoye en la marca empleadora, esta parece no tener los atractivos suficientes para retenerlo para una carrera a largo plazo.O objetivo neste artigo discutir criticamente a importância da marca para a escolha profissional de jovens estudantes de graduação que prospectam vagas em empresas. A pesquisa A pesquisa se baseia no aparato conceitual contemporâneo de employer branding, consumo e estilo de vida, prosumption e cocriação. Os procedimentos de coleta de dados incluíram entrevistas semiestruturadas com dezoito estudantes ao final do curso de Administração de uma Universidade Federal no sul do país. Os principais resultados apontam que os jovens tornam-se prosumidores das marcas empregadoras; que a carreira amparada pela busca da melhor marca mostra-se como uma empreitada e está associada a trabalhos intermitentes, o que torna as relações de trabalho cada vez mais vulneráveis. Mas, apesar de o jovem trabalhador escolher a marca empregadora, esta parece não ter atrativos suficientes para retê-lo numa carreira a longo prazo.Escola Brasileira de Administração Pública e de Empresas da Fundação Getulio Vargas2019-08-20info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfhttps://periodicos.fgv.br/cadernosebape/article/view/76652Cadernos EBAPE.BR; Vol. 17 No. Special (2019); 750-764Cadernos EBAPE.BR; Vol. 17 Núm. Especial (2019); 750-764Cadernos EBAPE.BR; v. 17 n. Especial (2019); 750-7641679-3951reponame:Cadernos EBAPE.BRinstname:Fundação Getulio Vargas (FGV)instacron:FGVporenghttps://periodicos.fgv.br/cadernosebape/article/view/76652/76488https://periodicos.fgv.br/cadernosebape/article/view/76652/76501Copyright (c) 2019 Cadernos EBAPE.BRinfo:eu-repo/semantics/openAccessOltramari, Andrea PoletoCórdova, RosanaTonelli, Maria José2023-02-23T19:11:22Zoai:ojs.periodicos.fgv.br:article/76652Revistahttps://periodicos.fgv.br/cadernosebapehttps://periodicos.fgv.br/cadernosebape/oaicadernosebape@fgv.br||cadernosebape@fgv.br1679-39511679-3951opendoar:2024-05-13T10:00:10.936132Cadernos EBAPE.BR - Fundação Getulio Vargas (FGV)true
dc.title.none.fl_str_mv Young people’s career choices based on employer branding
Trabajador-consumidor: la atracción de jóvenes por el employer branding en la elección profesional
Trabalhador-consumidor: a atração de jovens pelo employer branding na escolha profissional
title Young people’s career choices based on employer branding
spellingShingle Young people’s career choices based on employer branding
Oltramari, Andrea Poleto
Labor. Consumption. Employer branding.
Trabajo. Consumo. Employer branding.
Trabalho. Consumo. Employer branding.
title_short Young people’s career choices based on employer branding
title_full Young people’s career choices based on employer branding
title_fullStr Young people’s career choices based on employer branding
title_full_unstemmed Young people’s career choices based on employer branding
title_sort Young people’s career choices based on employer branding
author Oltramari, Andrea Poleto
author_facet Oltramari, Andrea Poleto
Córdova, Rosana
Tonelli, Maria José
author_role author
author2 Córdova, Rosana
Tonelli, Maria José
author2_role author
author
dc.contributor.author.fl_str_mv Oltramari, Andrea Poleto
Córdova, Rosana
Tonelli, Maria José
dc.subject.por.fl_str_mv Labor. Consumption. Employer branding.
Trabajo. Consumo. Employer branding.
Trabalho. Consumo. Employer branding.
topic Labor. Consumption. Employer branding.
Trabajo. Consumo. Employer branding.
Trabalho. Consumo. Employer branding.
description This article critically discusses the relevance of brands in young undergraduate students’ choices when looking for internships and jobs. The research is based on the debate around the modern concepts of employer branding, consumption and lifestyle, and prosumption and co-creation. Interviews were conducted with 18 students at the end of an undergraduate program in business administration at a public university in the south of Brazil. The main results show that younger students become prosumers of their employer’s brands and their careers are based on seeking to work for the best brands, which is associated to intermittent jobs and vulnerable work relationships. However, the employers do not seem to offer enough elements to retain young workers.
publishDate 2019
dc.date.none.fl_str_mv 2019-08-20
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.fgv.br/cadernosebape/article/view/76652
url https://periodicos.fgv.br/cadernosebape/article/view/76652
dc.language.iso.fl_str_mv por
eng
language por
eng
dc.relation.none.fl_str_mv https://periodicos.fgv.br/cadernosebape/article/view/76652/76488
https://periodicos.fgv.br/cadernosebape/article/view/76652/76501
dc.rights.driver.fl_str_mv Copyright (c) 2019 Cadernos EBAPE.BR
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2019 Cadernos EBAPE.BR
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv Escola Brasileira de Administração Pública e de Empresas da Fundação Getulio Vargas
publisher.none.fl_str_mv Escola Brasileira de Administração Pública e de Empresas da Fundação Getulio Vargas
dc.source.none.fl_str_mv Cadernos EBAPE.BR; Vol. 17 No. Special (2019); 750-764
Cadernos EBAPE.BR; Vol. 17 Núm. Especial (2019); 750-764
Cadernos EBAPE.BR; v. 17 n. Especial (2019); 750-764
1679-3951
reponame:Cadernos EBAPE.BR
instname:Fundação Getulio Vargas (FGV)
instacron:FGV
instname_str Fundação Getulio Vargas (FGV)
instacron_str FGV
institution FGV
reponame_str Cadernos EBAPE.BR
collection Cadernos EBAPE.BR
repository.name.fl_str_mv Cadernos EBAPE.BR - Fundação Getulio Vargas (FGV)
repository.mail.fl_str_mv cadernosebape@fgv.br||cadernosebape@fgv.br
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