Employer Branding in the Digital Era Attracting and Retaining Millennials Using Digital Media

• Autores: Paula Arriscado, Helena Quesado, Bianca Sousa
• Localización: Communication: Innovation & Quality / coord. por José Miguel Túñez López, Valentín Alejandro Martínez Fernández, Xosé López García, José Rúas Araújo, Francisco Campos Freire, 2019, ISBN 978-3-319-91860-0, págs. 391-403
• Idioma: inglés
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• Resumen

  • The 21st century brought the greatest transformation since the industrial revolution. In this moment of change, the first and most important shift is to attract, develop and retain talent, namely digital talent; talent from the Millennial Generation or Y Generation. This paper aims at reflecting on how an employer branding (EB) strategy can be the answer, through the delivery of value proposition based on functional, emotional and symbolic benefits, consistent with the needs of this new generation. To carry out this mission, companies need to have an employer brand with a strong identity matrix and, at the same time, need to know how to communicate, using digital codes and channels. There are several digital tools that support EB for Millennials. However, the implementation of the company’s values and vision in the processes and methodologies, transporting the organizational personality from the inside out, will always be a complex challenge, mostly in this era of volatility and complexity.