Employee Value Proposition (EVP) como estratégia de atração e retenção de colaboradores: um estudo de caso de uma empresa de TI alagoana

Abstract

The Employee Value Proposition (EVP) is a potential instrument for companies to engage candidates and current employees with their employment experience. The main objective of this study was to describe the process of building the EVP in an IT company in Alagoas as a strategy for attracting and retaining talent. The specific objectives were: a) to describe the EVP construction methodology used by the company; b) identify the application of the EVP in the contact points of the employee’s experience; and c) demonstrate the EVP’s internal and external communication process. Therefore, an exploratory qualitative research was carried out and a single case study was used as an investigation method. Documents and internal records related to the project to create and implement the EVP were analyzed, in addition to the analysis through participant observation. It was possible to conclude that the design of an EVP in coherence with the company’s strategic objectives and perception of the target audience boosted the employer brand actions of the company under study through a differentiated experience and communication. This work also allowed a greater understanding of the topic by bringing it closer to the context of the daily challenges of a smaller company.