Employer branding: case study in a multinational pharmaceutical

The study aimed to analyze the understanding and use of Employer Branding in a multinational organization in the pharmaceutical industry. To this end, a review of the literature was carried out, with focus on the discussion on the topic of the employing brand, its importance, application and challenges. Having the literature as support, this work methodologically adopted the qualitative approach, of a descriptive nature, carried out through a case study, selecting a multinational organization in the pharmaceutical field. The triangulation was achieved through the analysis of secondary data for the presentation and characterization of the chosen company, supported by the participant observation and survey of primary data with the application of semi-structured interviews with four managers. Thus, it was possible to verify that both the strategies of the employing brand are applied in the company, and, more importantly, how they are perceived by its employees, both implicitly and explicitly. As result, it was possible to observe that employer brand management directly impacts the visibility of a brand and company in the eyes of the public, being crucial for attracting talents, as well as for the satisfaction, engagement and retention of employees in an organization.