A perspectiva de líderes do setor portuário de Santos (SP) sobre a importância da marca empregadora

Abstract

The attraction and retention of qualified talent are constant challenges in the job market, requiring proper talent management. Employer branding represents the branding aspect of people management, highlighting the distinctive characteristics that make a company unique as an employer. The research field analyzed in this study is the Port of Santos (SP), the largest port complex in Latin America. The objective of this study is to understand the employer branding practices used by port company leaders in Santos for talent management, and to achieve this, Scopus, Web of Science, Scielo, and Spell databases were consulted, to identify the most relevant articles on the topic. Descriptive and qualitative in nature, the research employs content analysis and collects data through semi-structured interviews with experienced individuals in leadership positions within the sector. The findings highlight the main employer branding practices identified in this study, which include competitive compensation and benefits, feedback and individual development practices, talent attraction and retention, and diversity and inclusion policies, with a stronger emphasis on the internal marketing stage. The study concludes that although leaders recognize the importance of employer branding for talent management, challenges remain in its effective implementation. As a result, there is no uniformity in practices and perceptions across the port terminals in the city.