Definition and application of an external employer branding strategy framework: Associação Académica de Coimbra – O.A.F.

• Autor(a) principal: Oliveira, João Carlos Nunes
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/24409
• topic: Employer branding; Talent; Human resources strategy; Strategic framework; Key performance indicators; Talento; Estratégia de recursos humanos; Plano estratégico; Indicadores de desempenho

Today, companies are fighting for the best talent in the market, recognizing their workforce as a competitive advantage. However, talent is scarce and organizations need to find ways to attract, develop and retain their employees. Employer Branding is the concept behind this idea and is the key strategy for companies to succeed in this “war of talent”. This project aims to define an Employer Branding strategy, focused on the external dimension, applied to Associação Académica de Coimbra – Organismo Autónomo de Futebol, which is struggling financially. It emerges from the current situation of the organization and from some internal changes already in progress, and it focus not only on specific recommendations but mainly on the development of a full strategic framework to adopt. To solve this challenge, an internal analysis was carried out through meetings, discussion sessions, surveys, interviews, and job experience, complemented with the outside perspective of professionals and with literature, both on Employer Branding and Strategic Planning. The results are summarized in two main points: (1) the construction of a strategic framework; and (2) on its application to the club’s reality. It allowed to define the fundamentals of Académica and set the long-term vision and goals it wants to achieve with this strategy. Thereafter, they were translated in specific initiatives and in measurement indicators, being fully detailed on their concept, timeline, logistics, investment required and expected return. This strategy for Académica was set in full alignment with its needs and reality, covering simple and pragmatic initiatives, guaranteeing its feasibility.