Employer brand image in an international context – a comparison between Germany and Portugal
Autor(a) principal: | |
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Data de Publicação: | 2014 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10071/8709 |
Resumo: | Research Problem – The internationalization and globalization led companies expend their business all over the world and within they have to deal with people from all nationalities. Companies have to be aware of the different cultures and implement them into their strategies. Moreover need companies in times of “war of talent” a strategy to attract the right applicants for their company. For that employer branding is one possible one. The implementation of such a strategy should not miss to include the cultural aspect to be more strong and successful. Purpose of the Study – Even there are recently studies about employer branding and its implementation the cultural aspect is missing in further researches. Therefore the following study was conducted to determine the relationship between this two factors - at the example of Portugal and Germany. Design/Methodology/Approach – A qualitative content analysis was based on six interviews and a quantitative study (n = 200) to analyze the research questions was conducted and hypotheses were derived from a literature review. The interpretation is based on statistical and qualitative analysis. Findings/Implications – In fact there is a relationship between employer branding and cultural aspects. Moreover it can be assumed, that Hofstede´s findings are still updated. While nationalty is playing a role for employer branding, has gender, if even, a minor influence to employer branding. Research Limitations – Due to the fact, that this is a master thesis with time restrictions, the studies have a limited amount of participants. Thus the studies are not representative; they are only giving a hint in a direction. Furthermore is the amount of analyzed country to small. To determine Hofstede´s dimension, it should be more an amount close to his 72 countries. |
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Employer brand image in an international context – a comparison between Germany and PortugalCultureHofstedeEmployer brandingNationalityCulturaMarca empregadorNacionalidadeResearch Problem – The internationalization and globalization led companies expend their business all over the world and within they have to deal with people from all nationalities. Companies have to be aware of the different cultures and implement them into their strategies. Moreover need companies in times of “war of talent” a strategy to attract the right applicants for their company. For that employer branding is one possible one. The implementation of such a strategy should not miss to include the cultural aspect to be more strong and successful. Purpose of the Study – Even there are recently studies about employer branding and its implementation the cultural aspect is missing in further researches. Therefore the following study was conducted to determine the relationship between this two factors - at the example of Portugal and Germany. Design/Methodology/Approach – A qualitative content analysis was based on six interviews and a quantitative study (n = 200) to analyze the research questions was conducted and hypotheses were derived from a literature review. The interpretation is based on statistical and qualitative analysis. Findings/Implications – In fact there is a relationship between employer branding and cultural aspects. Moreover it can be assumed, that Hofstede´s findings are still updated. While nationalty is playing a role for employer branding, has gender, if even, a minor influence to employer branding. Research Limitations – Due to the fact, that this is a master thesis with time restrictions, the studies have a limited amount of participants. Thus the studies are not representative; they are only giving a hint in a direction. Furthermore is the amount of analyzed country to small. To determine Hofstede´s dimension, it should be more an amount close to his 72 countries.Problema de Pesquisa - A internacionalização e globalização deixam as empresas lidar com seus negócios, mas com isso, também têm de lidar com pessoas de todo o mundo. As empresas têm de estar conscientes das diferentes culturas e implementá-las nas suas estratégias . Além disso,precisam de empresas que em tempos de "guerra de talentos" atraiam os candidatos certos para a sua empresa. Para isso, a marca empregador, é uma estratégia possível. A implementação de tal estratégia, não deve perder de incluir o aspecto cultural para ser forte e bem sucedida. Objetivo do estudo - Mesmo havendo recentemente estudos sobre a marca empregador e sua implementação no aspecto cultural, está a faltar em outras pesquisas . Portanto, o presente estudo, foi realizado para determinar a relação entre este dois, no exemplo de Portugal e da Alemanha. Projeto / Metodologia / Approach - A análise de conteúdo qualitativa, baseada em seis entrevistas e um estudo quantitativo ( n = 200) para analisar as questões de investigação e hipóteses derivadas de uma revisão da literatura. A interpretação é baseada na análise estatística e qualitativa. Constatações / Implicações - De fato, há uma relação entre a marca empregador e aspectos culturais. Além disso, pode -se supor que as conclusões de Hofstede ainda são atuais. Enquanto a nacionalidade está a desempenhar um papel de marca empregador, o sexo da pessoa, se ainda têm alguma influência,para a marca empregador é menor. Limitações de Investigação - Devido ao fato de que esta, é uma tese de mestrado com restrições de tempo, os estudos têm uma quantidade limitada de participantes. Assim, os estudos não são representativos, estão apenas a dar uma dica em uma direção . Além disso, a quantidade de país analisado é muito pequena . Para determinar a dimensão de Hofstede, deve ser mais um valor próximo aos 72 países.2015-03-31T17:24:26Z2014-06-01T00:00:00Z2014-062014info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfapplication/octet-streamhttp://hdl.handle.net/10071/8709TID:201040310engLuchtenveld, Anne Charlotteinfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-09T17:40:20Zoai:repositorio.iscte-iul.pt:10071/8709Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:18:39.827634Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Employer brand image in an international context – a comparison between Germany and Portugal |
title |
Employer brand image in an international context – a comparison between Germany and Portugal |
spellingShingle |
Employer brand image in an international context – a comparison between Germany and Portugal Luchtenveld, Anne Charlotte Culture Hofstede Employer branding Nationality Cultura Marca empregador Nacionalidade |
title_short |
Employer brand image in an international context – a comparison between Germany and Portugal |
title_full |
Employer brand image in an international context – a comparison between Germany and Portugal |
title_fullStr |
Employer brand image in an international context – a comparison between Germany and Portugal |
title_full_unstemmed |
Employer brand image in an international context – a comparison between Germany and Portugal |
title_sort |
Employer brand image in an international context – a comparison between Germany and Portugal |
author |
Luchtenveld, Anne Charlotte |
author_facet |
Luchtenveld, Anne Charlotte |
author_role |
author |
dc.contributor.author.fl_str_mv |
Luchtenveld, Anne Charlotte |
dc.subject.por.fl_str_mv |
Culture Hofstede Employer branding Nationality Cultura Marca empregador Nacionalidade |
topic |
Culture Hofstede Employer branding Nationality Cultura Marca empregador Nacionalidade |
description |
Research Problem – The internationalization and globalization led companies expend their business all over the world and within they have to deal with people from all nationalities. Companies have to be aware of the different cultures and implement them into their strategies. Moreover need companies in times of “war of talent” a strategy to attract the right applicants for their company. For that employer branding is one possible one. The implementation of such a strategy should not miss to include the cultural aspect to be more strong and successful. Purpose of the Study – Even there are recently studies about employer branding and its implementation the cultural aspect is missing in further researches. Therefore the following study was conducted to determine the relationship between this two factors - at the example of Portugal and Germany. Design/Methodology/Approach – A qualitative content analysis was based on six interviews and a quantitative study (n = 200) to analyze the research questions was conducted and hypotheses were derived from a literature review. The interpretation is based on statistical and qualitative analysis. Findings/Implications – In fact there is a relationship between employer branding and cultural aspects. Moreover it can be assumed, that Hofstede´s findings are still updated. While nationalty is playing a role for employer branding, has gender, if even, a minor influence to employer branding. Research Limitations – Due to the fact, that this is a master thesis with time restrictions, the studies have a limited amount of participants. Thus the studies are not representative; they are only giving a hint in a direction. Furthermore is the amount of analyzed country to small. To determine Hofstede´s dimension, it should be more an amount close to his 72 countries. |
publishDate |
2014 |
dc.date.none.fl_str_mv |
2014-06-01T00:00:00Z 2014-06 2014 2015-03-31T17:24:26Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10071/8709 TID:201040310 |
url |
http://hdl.handle.net/10071/8709 |
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TID:201040310 |
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eng |
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eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf application/octet-stream |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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