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Employer Branding in the future of Work

Yes, times are changing. The ongoing digital revolution, the new work models, the cultural pressure of the new generations and this new era of exposure and transparency came to disrupt the basis of what might be considered a great EVP.

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Yes, times are changing. The ongoing digital revolution, the new work models (hybrid and flexible, accelerated by the pandemic), the cultural pressure of the new generations (millennials and the emerging generation Z) and this new era of exposure and transparency (inherent to people and organizations) came to disrupt the basis of what might be considered a great EVP (employer value proposition). People’s needs and expectations are quite different from what we saw 5 or 10 years ago. Moreover, the increasing diversity requires building value propositons that can attract distinct talent in terms of age (3 or 4 generations living in the same business environment), gender, cultural (in result of globalization and mobility) and in terms of work context (many full-time professionals, others in part-time mode, in projects or as freelancers). In fact, many big corporations are now addressing the gig economy, trying to engage top talent to specific transformation projects.
As the future of work arrived earlier than many people expected, more than ever it’s important for a company to deploy a marketing strategy and an employer brand that will be relevant to communicate the new EVP – for the present and future talent. This requires a refined and insightful effort in several dimensions – substantial and symbolic, from purpose, principles, values and benefits to talent management processes, from models of compensation to colaboration and personal development.
By evaluating the internal engagement status, benchmarking the market and performing an employer image audit, companies can start a journey for a consistent Employer Branding strategy. From strategy to execution, this roadmap should reinforce the attributes of the company´s brand, segment the market and addressing the relevant targets and choose communication channels (mostly, digital) to deliver the key messages. And, finally, enhance the “employee experience”, using technology (for example, augmented and virtual reality or artificial intelligence) to maximize interactions effectiveness and “human touch” rituals, on-site or remote, to build a more positive and healthy corporate culture.
In the future of work, building an employer brand with personality, differentiation and consistency is a mandatory challenge.

Carlos Sezões

Managing Partner of Darefy – Leadership & Change Builders

Luís Gonçalves

Marketing & Tech Manager

Luís has a professional certification in IT (Computer Systems Management and Programming). He´s now finishing his degree in Human Resources Management and Organizational Behavior. He has experience in marketing and communication projects, both in Portugal and in the UK. Entrepreneur and event manager, Luís is organizer and co-founder of the Famalicão Extreme Gaming, one of the biggest e-sports, video games and technology events in Portugal.

Nuno Gonçalves

Associate Consultant

Nuno has a degree in Psychology and a Business Management Executive Master; he’s an organizational consultant and senior trainer, with over 20 years of experience in the areas of Negotiation, Team Management, Leadership; Coaching, Stress Management; Emotional Intelligence, Feedback and Customer Management. He has a HeartMath Coach – Stress & Resilience Management certification and additional training in Theater, Psychodrama and NLP (Neuro – Linguistic Programming).
Nuno has been invited professor in modules like Innovation, Creativity and Leadership and Team Management.

Susana Almeida

Associate Consultant

Susana has a degree in Psychology (specialization in Social Psychology and Organizations) and Master in Human Resources Management (EADA). She has extensive experience of more than 15 years in executive search and middle-management recruitment, in leading multinational consulting firms, in Portugal and Spain. Susana presents also an insightful experience in several talent management, leadership assessment and culture transformation consulting projects. Versatile leader, she´s also an entrepreneur, language teacher and project manager in the education and life-long learning areas.

Cristiana Paiva

Client Partner

Cristiana has more than 15 years working in organizational, leadership and HR challenges, in different companies and geographies. She graduated in Sociology from the University of Porto and complemented her training with an MBA in Management, specializing in the areas of Marketing and Human Resources. She was a consultant for Dynargie Portugal and Responsible for the Recruitment, Selection and Talent Capture of the Ibersol Group. At JASON Associates Portugal she started as Business Development, then took on the challenge of internationalization in 2013 as Business Manager for the Angola operation and, later, she took on the role of HEAD Africa. She is the “mother” of the TOP Leaders Luanda brand, an event directed to TOP Management. In 2017, she completed the brand’s spin off for Angola, having led the process of making international operations autonomous. She is a Managing Partner at JASON Angola, a Partner at JASON Brasil and a Business Development Manager at JASON Tribe.

Carlos Sezões

Managing Partner

Carlos has more than 20 years helping companies to optimize their organizations, leadership and talent.  He began his career at Banco BPI (banking) in 1999, focused on small and mid-sized companies. In 2001, he went to work to the e-recruitment portal ExpressoEmprego.pt (Impresa Group), were he developed employer branding strategies. Later, in 2004, he changed to management consulting sector, where he worked for SIGH International and BI4All – essentially, in corporate governance and performance management projects. Carlos founded LearnView in 2007, a company focused on consultancy (change management) and competencies development (strategy, leadership, behavioural). Carlos was Partner at Stanton Chase Portugal for more than 10 years (2010 to 2021) – engaged in  Executive Search, Talent Management and Executive Coaching.

He holds a degree in Business Management and has upgraded his studies with a Marketing post-graduation course, an Executive MBA, and finished his Masters degree in Human Resources Management in 2018. He’s also concluded a Digital Transformation program (MIT). Since 2012, he has an international certification in Executive Coaching. Carlos was honored in 2013 as HR Consultant of the Year in Portugal (RH Magazine) and has also participated as a speaker in more than 50 conferences and seminars. Moreover, he has been serving as visiting professor in some universities and business schools (Universidade do Minho, UAL, ISG). Parallel to his professional life, he’s the founder and coordinator of Portugal Agora (www.portugalagora.com) – citizenship and think-tank platform.