{"id":13769,"date":"2022-02-16T12:29:17","date_gmt":"2022-02-16T11:29:17","guid":{"rendered":"https:\/\/thekeytalent.com\/site\/?p=13769"},"modified":"2023-08-29T10:58:18","modified_gmt":"2023-08-29T08:58:18","slug":"o-que-te-podem-ensinar-um-pavao-ou-o-google-sobre-employer-branding","status":"publish","type":"post","link":"https:\/\/thekeytalent.com\/site\/o-que-te-podem-ensinar-um-pavao-ou-o-google-sobre-employer-branding\/","title":{"rendered":"\u00bfO que te podem ensinar um pav\u00e3o ou o Google sobre Employer Branding?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"13769\" class=\"elementor elementor-13769\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-1354ae6 elementor-section-content-top elementor-section-stretched elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"1354ae6\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;stretch_section&quot;:&quot;section-stretched&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-66 elementor-top-column elementor-element elementor-element-37898131\" data-id=\"37898131\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4c8eecc3 elementor-widget elementor-widget-post-info\" data-id=\"4c8eecc3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"post-info.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-inline-items elementor-icon-list-items elementor-post-info\">\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-e4cee40 elementor-inline-item\" itemprop=\"author\">\n\t\t\t\t\t\t<a href=\"https:\/\/thekeytalent.com\/site\/author\/santiago\/\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"far fa-user-circle\"><\/i>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-author\">\n\t\t\t\t\t\t\t\t\t\tSantiago Heredero\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t<\/li>\n\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-7790157 elementor-inline-item\" itemprop=\"datePublished\">\n\t\t\t\t\t\t<a href=\"https:\/\/thekeytalent.com\/site\/2022\/02\/16\/\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-calendar\"><\/i>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-date\">\n\t\t\t\t\t\t\t\t\t\t<time>February 16, 2022<\/time>\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t<\/li>\n\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-70613fdd elementor-widget elementor-widget-heading\" data-id=\"70613fdd\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">\u00bfO que te podem ensinar um pav\u00e3o ou o Google sobre Employer Branding?<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1a70a414 elementor-widget elementor-widget-text-editor\" data-id=\"1a70a414\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>O ponto mais interessante destas conversas centrou-se na promo\u00e7\u00e3o indiscriminada e aleat\u00f3ria de algo t\u00e3o sens\u00edvel como un NFT, porque geram milh\u00f5es, mas s\u00e3o perfeitamente replic\u00e1veis por qualquer pessoa. Para fora passa a imagem de lavagem de dinheiro industrial. Sobretudo quando, por exemplo, as <a href=\"https:\/\/magnet.xataka.com\/un-mundo-fascinante\/album-selfies-1-000-000eur-burbuja-nfts-sigue-alcanzando-nuevos-hitos\">selfies de um indon\u00e9sio<\/a> acabam a ser vendidas por um milh\u00e3o de euros. Neste caso, mais do que nunca, vale a pena questionar se o valor pago atribui automaticamente uma garantia de m\u00e9rito art\u00edstico e de qualidade.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4c80efe elementor-widget elementor-widget-image\" data-id=\"4c80efe\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"450\" height=\"277\" src=\"https:\/\/thekeytalent.com\/site\/wp-content\/uploads\/2022\/02\/MicrosoftTeams-image-1.jpg\" class=\"attachment-large size-large wp-image-13430\" alt=\"Employer branding The Key Talent\" srcset=\"https:\/\/thekeytalent.com\/site\/wp-content\/uploads\/2022\/02\/MicrosoftTeams-image-1.jpg 450w, https:\/\/thekeytalent.com\/site\/wp-content\/uploads\/2022\/02\/MicrosoftTeams-image-1-300x185.jpg 300w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-32bc47ed elementor-widget elementor-widget-text-editor\" data-id=\"32bc47ed\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Pensando numa perspetiva mais aberta, \u00e9 f\u00e1ci encontrar um paralelismo com o mundo do marketing. <strong>O feito de que as marcas gastem milhares ou milh\u00f5es em publicidade deve ser uma garantia para o consumidor de que o anunciante \u00e9 uma marca de qualidade.<\/strong> Muitos milion\u00e1rios procuram validar-se atrav\u00e9s da compra de obras de arte, de rel\u00f3gios ou de carros. As grandes marcas fazem o mesmo atrav\u00e9s da compra de publidade de gama alta.<\/p><p><strong>Existe uma palabra em Ingl\u00eas para este fen\u00f3meno (<em>signalling<\/em><\/strong>), que nos atrevemos a traduzir como sinaliza\u00e7\u00e3o. Vale a pena explicar um pouco melhor. Tem a sua origem na biologia e na forma funciona a natureza em que vivemos: muitos animais utilizam caracter\u00edsticas pessoais para assinalar a sua aptid\u00e3o excepcional.\u00a0 O pav\u00e3o \u00e9 um desses casos. Darwin n\u00e3o era capaz de explicar como o pav\u00e3o havia evolu\u00eddo at\u00e9 aos dias de hoje, j\u00e1 que a sua mera presen\u00e7a entrava em conflito com a sua teoria de evolu\u00e7\u00e3o. Como podia uma coisa t\u00e3o pouco pr\u00e1tica e chamativa, a ant\u00edtese da camuflagem, subsistir \u00e0 evolu\u00e7\u00e3o e \u00e0 sobreviv\u00eancia do mais apto?\u00a0 Existem, claro, raz\u00f5es de aptid\u00e3o para que tal tenha sucedido. A maior aptid\u00e3o gen\u00e9tica para atrair a sua parelha e procriar. Trata-se do conceito de \u201csinaliza\u00e7\u00e3o custosa\u201d que surgiu nos finais do s\u00e9culo passado, muito depois de Darwin.<\/p><p><strong>\u00bfMas como se aplica este conceito ao marketing e ao <em>Employer Branding<\/em>? <\/strong>Cada vez \u00e9 mais frequente nesta era digital em que vivemos ouvir pessoas a referir-se ao investimento publicit\u00e1rio em televis\u00e3o ou nos grandes meios publicit\u00e1rios como desperd\u00edcio de tempo e dinheiro. Mas \u00e9 esse mesmo \u201cdesperd\u00edcio\u201d que poder\u00e1 ser a parte mais importante da equa\u00e7\u00e3o.; a extravag\u00e2ncia percebida de um an\u00fancio \u00e9 o ingrediente que mais contribui para a sua efic\u00e1cia, ao inrementar a sua credibilidade e refor\u00e7ar a percep\u00e7\u00e3o de qualidade da marca.<\/p><p>Aconteceu o mesmo nas organiza\u00e7\u00f5es (num mundo pr\u00e9-pandemia) quando levaram as suas mesas de matraquilhos, pingue-pongue, camas para fazer sestas ou massagistas todas as sextas-feiras. Era um s\u00edmbolo. O ROI das mesas de pingue-pongue nunca foi melhorar o nivel de tenis de mesa da organiza\u00e7\u00e3o. Era enviar um sinal p\u00fablico de que era uma boa organiza\u00e7\u00e3o para trabalhar.<\/p><p><strong>E a reputa\u00e7\u00e3o de uma marca como empregador \u00e9 um indicador de confian\u00e7a cr\u00edtico; <\/strong>\u00a0uma p+arte importante da atividade de comunica\u00e7\u00e3o e de marketing dirigido aos recursos humanos consiste em criar sinais dispendiosos, que s\u00e3o <strong>uma garantia das ambi\u00e7\u00f5es de longo prazo da organiza\u00e7\u00e3o e da confian\u00e7a no seu futuro.<\/strong> Esses sinais s\u00e3o, por exemplo, um or\u00e7amento astron\u00f3mico em forma\u00e7\u00e3o de qualidade, benef\u00edcios generosos, a possibilidade de trabalho flex\u00edvel, refei\u00e7\u00f5es em casa, jornadas de trabalho at\u00e9 \u00e0s 15h, dias extra de f\u00e9rias&#8230;<\/p><p>\u00c9 mais claro no marketing, onde a prefer\u00eancia do consumidor por comprar marcas que aparecem na televis\u00e3o surge como algo perfeitamente racional. O fabricante sabe mais do que o consumidor sobre o produto, logo, o acto (bastante dispendioso) de publicitar o que vende \u00e9 um sinal honesto da sua confian\u00e7a no seu produto. \u00c9 como o dono de um cavalo de corridas apostar tudo no seu pr\u00f3prio cavalo. Porque ir\u00edamos deixar passar uma informa\u00e7\u00e3o t\u00e3o valiosa?<\/p><p>Vale a pena refletir sobre as oportunidades de patroc\u00edonio a uma feira de emprego, a uma s\u00e9rie de webinars interessantes, a um podcast, a uma newsletter ou a um qualquer meio cr\u00edtico para o seu p\u00fablico alvo, pois certamente poder\u00e3o parecer caras, mas poder\u00e3o valer a pena. Pode ser que estes sinais dispendiosos possam cabar por diferenciar a organiza\u00e7\u00e3o como empregador de excel\u00eancia.<\/p><p>Contudo, <strong>a sinaliza\u00e7\u00e3o tamb\u00e9m pode funcionar em sentido oposto; <\/strong>o portal de emprego que n\u00e3o \u00e9 atualizado desde 2011, a apresenta\u00e7\u00e3o na universidade que j\u00e1 tem barbas, vagas de emprego em locais de prest\u00edgio duvidoso, a en\u00e9sima imagem de um bosque publicada no LinkedIn, ou que utilizes banners com uma est\u00e9tica duvidosa e bot\u00f5es de \u201cFaz Clique Aqu\u00ed&#8221; que soam a barato. S\u00e3o demolidores da imagem das organiza\u00e7\u00f5es como empregadores de excel\u00eancia. <strong>S\u00e3o sinais que ajudam os candidatos a saber de onde devem fugir<\/strong>.<\/p><p>Este conceito ilustra-se muitas vezes atrav\u00e9s da analogia das bodas concorrentes. Algo que acontece a muitas pessoas todos os anos. Imagine que recebe dois convites para duas bodas distintas que se celebram no mesmo dia e que as pessoas tem para consigo la\u00e7os familiares semelhantes. Na sua ess\u00eancia, cont\u00e9m a mesma informa\u00e7\u00e3o, mas uma foi recebida atrav\u00e9s de um correio eletr\u00f3nico e a outra atrav\u00e9s de um lind\u00edssimo papel com bordas doradas e estampas em relevo. A infer\u00eancia que se faz (melhor comida e mais divers\u00e3o nesta \u00faltima boda) est\u00e1 muito influ\u00eanciada pelo custo do meio de comunica\u00e7\u00e3o.<\/p><p>Mas n\u00e3o se equivoque, <strong>n\u00e3o se trata apenas de gastar dinheiro, mas tamb\u00e9m que as mensagens e a criatividade sejam adequadas.<\/strong> A sua organiza\u00e7\u00e3o tem um prop\u00f3sito fant\u00e1stico e \u00e9 um excelente local para se trabalhar, decidou muitas horas na defini\u00e7\u00e3o de uma proposta de valor que encaixa na perfei\u00e7\u00e3o com o que os candidatos alvo pretendem. Contudo, se comunica para uma base de dados desatualizada e faz spam, a mensagem passar\u00e1 despercebida. Por outro lado, se a organiza\u00e7\u00e3o mant\u00e9m os seus canais e utiliza meios pertinentes e personalizados, talvez possa levar o seu Employer Branding ao n\u00edvel seguinte.<\/p><p>Uma empresa como a The Key Talent, no fundo, \u00e9 um fornecedor de ideas (e de software, diriam as minhas chefias). Ideas que procuram resolver os problemas dos nossos clientes de uma forma que ainda n\u00e3o lhes havia ocorrido. A sinaliza\u00e7\u00e3o \u2013 e o panorama mais amplo das ci\u00eancias que estudam o comportamento- pode ajudar-nos a entender um pouco melhor o nosso talento cr\u00edtico e ser diferentes na sua abordagem. E s\u00f3 temos de nos diferenciar em 10 por cento, mas consegui-lo \u00e9 mais dificil do que pensa.<\/p><p><strong>\u00bfQuer um exemplo de sinaliza\u00e7\u00e3o dispendiosa em Employer Branding? Google gastou quase 60 milh\u00f5es de d\u00f3lares para estrear <a href=\"https:\/\/youtu.be\/jir62_ptloI\">&#8216;Os Estagi\u00e1rios&#8217;<\/a>.<\/strong>\u00a0E sem irmos t\u00e3o longe, a <strong>Heineken ainda retira valor da sua brilhante campanha <a href=\"https:\/\/the-interview.theheinekencompany.com\">&#8216;Go Places&#8217;<\/a><\/strong><\/p><p>Depois deste par de exemplos, tenho de encerrar com eleg\u00e2ncia. Que no final desta leitura n\u00e3o esteja a pensar gastar o dinheiro (ou as cripto), que n\u00e3o tem, num NFT de um boneco com \u00f3culos de sol, deixa-nos mais tranquilos.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-top-column elementor-element elementor-element-2d4dbaec\" data-id=\"2d4dbaec\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6d968d33 elementor-search-form--skin-classic elementor-search-form--button-type-icon elementor-search-form--icon-search elementor-widget elementor-widget-search-form\" data-id=\"6d968d33\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;skin&quot;:&quot;classic&quot;}\" 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class=\"elementor-grid-item\" role=\"listitem\">\n\t\t\t\t\t\t<div class=\"elementor-share-btn elementor-share-btn_twitter\" role=\"button\" tabindex=\"0\" aria-label=\"Share on twitter\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-share-btn__icon\">\n\t\t\t\t\t\t\t\t<i class=\"fab fa-twitter\" aria-hidden=\"true\"><\/i>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-grid-item\" role=\"listitem\">\n\t\t\t\t\t\t<div class=\"elementor-share-btn elementor-share-btn_linkedin\" role=\"button\" tabindex=\"0\" aria-label=\"Share on linkedin\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-share-btn__icon\">\n\t\t\t\t\t\t\t\t<i class=\"fab fa-linkedin\" aria-hidden=\"true\"><\/i>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-grid-item\" role=\"listitem\">\n\t\t\t\t\t\t<div class=\"elementor-share-btn elementor-share-btn_whatsapp\" role=\"button\" tabindex=\"0\" aria-label=\"Share on whatsapp\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-share-btn__icon\">\n\t\t\t\t\t\t\t\t<i class=\"fab fa-whatsapp\" aria-hidden=\"true\"><\/i>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-grid-item\" role=\"listitem\">\n\t\t\t\t\t\t<div class=\"elementor-share-btn elementor-share-btn_email\" role=\"button\" tabindex=\"0\" aria-label=\"Share on email\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-share-btn__icon\">\n\t\t\t\t\t\t\t\t<i class=\"fas fa-envelope\" aria-hidden=\"true\"><\/i>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9673d12 elementor-widget elementor-widget-heading\" data-id=\"9673d12\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Autores<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-27c112d8 elementor-author-box--layout-image-left elementor-author-box--align-left elementor-author-box--image-valign-middle elementor-widget elementor-widget-author-box\" data-id=\"27c112d8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"author-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-author-box\">\n\t\t\t\t\t\t\t<a href=\"https:\/\/www.thekeytalent.com\/author\/thekeytalent\/\" target=\"_blank\" class=\"elementor-author-box__avatar\">\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/thekeytalent.com\/site\/wp-content\/uploads\/2020\/05\/The-Key-Talent-Perfil-293x300.jpg\" alt=\"Picture of The Key Talent\" loading=\"lazy\">\n\t\t\t\t<\/a>\n\t\t\t\n\t\t\t<div class=\"elementor-author-box__text\">\n\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.thekeytalent.com\/author\/thekeytalent\/\" target=\"_blank\">\n\t\t\t\t\t\t<h4 class=\"elementor-author-box__name\">\n\t\t\t\t\t\t\tThe Key Talent\t\t\t\t\t\t<\/h4>\n\t\t\t\t\t<\/a>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ff0132b elementor-author-box--layout-image-left elementor-author-box--align-left elementor-author-box--image-valign-middle elementor-widget elementor-widget-author-box\" data-id=\"ff0132b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"author-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-author-box\">\n\t\t\t\t\t\t\t<a href=\"https:\/\/www.thekeytalent.com\/author\/jose-luis-gugel\/\" target=\"_blank\" class=\"elementor-author-box__avatar\">\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/thekeytalent.com\/site\/wp-content\/uploads\/2020\/05\/Jose-Luis-Gugel-Perfil-293x300.jpg\" alt=\"Picture of Jose Luis Gugel Giron\u00e9s\" loading=\"lazy\">\n\t\t\t\t<\/a>\n\t\t\t\n\t\t\t<div class=\"elementor-author-box__text\">\n\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.thekeytalent.com\/author\/jose-luis-gugel\/\" target=\"_blank\">\n\t\t\t\t\t\t<h4 class=\"elementor-author-box__name\">\n\t\t\t\t\t\t\tJose Luis Gugel Giron\u00e9s\t\t\t\t\t\t<\/h4>\n\t\t\t\t\t<\/a>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-69d1f843 elementor-author-box--layout-image-left elementor-author-box--align-left elementor-author-box--image-valign-middle elementor-widget elementor-widget-author-box\" data-id=\"69d1f843\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"author-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-author-box\">\n\t\t\t\t\t\t\t<a href=\"https:\/\/www.thekeytalent.com\/author\/santiago\/\" target=\"_blank\" class=\"elementor-author-box__avatar\">\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/thekeytalent.com\/site\/wp-content\/uploads\/2020\/05\/Santiago-Herdero-perfil-blog-293x300.jpg\" alt=\"Picture of Santiago Heredero\" loading=\"lazy\">\n\t\t\t\t<\/a>\n\t\t\t\n\t\t\t<div class=\"elementor-author-box__text\">\n\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.thekeytalent.com\/author\/santiago\/\" target=\"_blank\">\n\t\t\t\t\t\t<h4 class=\"elementor-author-box__name\">\n\t\t\t\t\t\t\tSantiago Heredero\t\t\t\t\t\t<\/h4>\n\t\t\t\t\t<\/a>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-60b0ac32 elementor-author-box--layout-image-left elementor-author-box--align-left elementor-author-box--image-valign-middle elementor-widget elementor-widget-author-box\" data-id=\"60b0ac32\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"author-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-author-box\">\n\t\t\t\t\t\t\t<a href=\"https:\/\/www.thekeytalent.com\/author\/david-martinez\/\" target=\"_blank\" class=\"elementor-author-box__avatar\">\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/thekeytalent.com\/site\/wp-content\/uploads\/2020\/05\/David-Martinez-perfil-293x300.jpg\" alt=\"Picture of David Mart\u00ednez\" loading=\"lazy\">\n\t\t\t\t<\/a>\n\t\t\t\n\t\t\t<div class=\"elementor-author-box__text\">\n\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.thekeytalent.com\/author\/david-martinez\/\" target=\"_blank\">\n\t\t\t\t\t\t<h4 class=\"elementor-author-box__name\">\n\t\t\t\t\t\t\tDavid Mart\u00ednez\t\t\t\t\t\t<\/h4>\n\t\t\t\t\t<\/a>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7da93778 elementor-author-box--layout-image-left elementor-author-box--align-left elementor-author-box--image-valign-middle elementor-widget elementor-widget-author-box\" data-id=\"7da93778\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"author-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-author-box\">\n\t\t\t\t\t\t\t<a href=\"https:\/\/www.thekeytalent.com\/author\/juan-luis-plaza\/\" target=\"_blank\" class=\"elementor-author-box__avatar\">\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/thekeytalent.com\/site\/wp-content\/uploads\/2020\/05\/Juan-luis-plaza-293x300.jpg\" alt=\"Picture of Juan Lu\u00eds Plaza\" loading=\"lazy\">\n\t\t\t\t<\/a>\n\t\t\t\n\t\t\t<div class=\"elementor-author-box__text\">\n\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.thekeytalent.com\/author\/juan-luis-plaza\/\" target=\"_blank\">\n\t\t\t\t\t\t<h4 class=\"elementor-author-box__name\">\n\t\t\t\t\t\t\tJuan Lu\u00eds Plaza\t\t\t\t\t\t<\/h4>\n\t\t\t\t\t<\/a>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3742e4e5 elementor-author-box--layout-image-left elementor-author-box--align-left elementor-author-box--image-valign-middle elementor-widget elementor-widget-author-box\" data-id=\"3742e4e5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"author-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-author-box\">\n\t\t\t\t\t\t\t<a href=\"https:\/\/www.thekeytalent.com\/author\/patricia\/\" target=\"_blank\" class=\"elementor-author-box__avatar\">\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/thekeytalent.com\/site\/wp-content\/uploads\/2020\/05\/Patricia-Garcia-Eloy-perfil-293x300.jpg\" alt=\"Picture of Patricia Eloy - Garc\u00eda\" loading=\"lazy\">\n\t\t\t\t<\/a>\n\t\t\t\n\t\t\t<div class=\"elementor-author-box__text\">\n\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.thekeytalent.com\/author\/patricia\/\" target=\"_blank\">\n\t\t\t\t\t\t<h4 class=\"elementor-author-box__name\">\n\t\t\t\t\t\t\tPatricia Eloy - Garc\u00eda\t\t\t\t\t\t<\/h4>\n\t\t\t\t\t<\/a>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-391b3ce7 elementor-widget elementor-widget-heading\" data-id=\"391b3ce7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">\u00daltimas entradas<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7abc4f68 elementor-grid-1 elementor-posts--thumbnail-none elementor-grid-tablet-1 elementor-grid-mobile-1 elementor-widget elementor-widget-posts\" data-id=\"7abc4f68\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;classic_columns&quot;:&quot;1&quot;,&quot;classic_columns_tablet&quot;:&quot;1&quot;,&quot;classic_row_gap&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:13,&quot;sizes&quot;:[]},&quot;classic_columns_mobile&quot;:&quot;1&quot;,&quot;classic_row_gap_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;classic_row_gap_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]}}\" data-widget_type=\"posts.classic\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-posts-container elementor-posts elementor-posts--skin-classic elementor-grid\" role=\"list\">\n\t\t\t\t<article class=\"elementor-post elementor-grid-item post-25331 post type-post status-publish format-standard has-post-thumbnail hentry category-lideranca tag-sucessao-nas-organizacoes-por-que-falhamos-e-como-os-dados-podem-corrigir-o-rumo\" role=\"listitem\">\n\t\t\t\t<div class=\"elementor-post__text\">\n\t\t\t\t<h3 class=\"elementor-post__title\">\n\t\t\t<a href=\"https:\/\/thekeytalent.com\/site\/psicometria-sucessao-nas-organizacoes\/\" >\n\t\t\t\tSucess\u00e3o nas Organiza\u00e7\u00f5es: Por que Falhamos \u2014 e Como os Dados Podem Corrigir o Rumo\t\t\t<\/a>\n\t\t<\/h3>\n\t\t\n\t\t<a class=\"elementor-post__read-more\" href=\"https:\/\/thekeytalent.com\/site\/psicometria-sucessao-nas-organizacoes\/\" aria-label=\"Read more about Sucess\u00e3o nas Organiza\u00e7\u00f5es: Por que Falhamos \u2014 e Como os Dados Podem Corrigir o Rumo\" tabindex=\"-1\" >\n\t\t\tLeer m\u00e1s \u00bb\t\t<\/a>\n\n\t\t\t\t<\/div>\n\t\t\t\t<\/article>\n\t\t\t\t<article class=\"elementor-post elementor-grid-item post-24502 post type-post status-publish format-standard has-post-thumbnail hentry category-employer-branding-pt-pt tag-employer-branding-na-era-da-ia-porque-geo-e-seo-nao-sao-rivaisto\" role=\"listitem\">\n\t\t\t\t<div class=\"elementor-post__text\">\n\t\t\t\t<h3 class=\"elementor-post__title\">\n\t\t\t<a href=\"https:\/\/thekeytalent.com\/site\/employer-branding-na-era-da-ia-porque-geo-e-seo-nao-sao-rivais\/\" >\n\t\t\t\tEmployer Branding na era da IA: porque GEO e SEO n\u00e3o s\u00e3o rivais\t\t\t<\/a>\n\t\t<\/h3>\n\t\t\n\t\t<a class=\"elementor-post__read-more\" href=\"https:\/\/thekeytalent.com\/site\/employer-branding-na-era-da-ia-porque-geo-e-seo-nao-sao-rivais\/\" aria-label=\"Read more about Employer Branding na era da IA: porque GEO e SEO n\u00e3o s\u00e3o rivais\" tabindex=\"-1\" >\n\t\t\tLeer m\u00e1s \u00bb\t\t<\/a>\n\n\t\t\t\t<\/div>\n\t\t\t\t<\/article>\n\t\t\t\t<article class=\"elementor-post elementor-grid-item post-23423 post type-post status-publish format-standard has-post-thumbnail hentry category-assessment-center-pt-pt tag-de-perfis-a-competencias-a-nova-era-do-recrutamento\" role=\"listitem\">\n\t\t\t\t<div class=\"elementor-post__text\">\n\t\t\t\t<h3 class=\"elementor-post__title\">\n\t\t\t<a href=\"https:\/\/thekeytalent.com\/site\/de-perfis-a-competencias-a-nova-era-do-recrutamento\/\" >\n\t\t\t\tDe Perfis a Compet\u00eancias: A Nova Era do Recrutamento\t\t\t<\/a>\n\t\t<\/h3>\n\t\t\n\t\t<a class=\"elementor-post__read-more\" href=\"https:\/\/thekeytalent.com\/site\/de-perfis-a-competencias-a-nova-era-do-recrutamento\/\" aria-label=\"Read more about De Perfis a Compet\u00eancias: A Nova Era do Recrutamento\" tabindex=\"-1\" >\n\t\t\tLeer m\u00e1s \u00bb\t\t<\/a>\n\n\t\t\t\t<\/div>\n\t\t\t\t<\/article>\n\t\t\t\t<article class=\"elementor-post elementor-grid-item post-22959 post type-post status-publish format-standard has-post-thumbnail hentry category-plataforma-de-gestao-de-talento tag-business-case\" role=\"listitem\">\n\t\t\t\t<div class=\"elementor-post__text\">\n\t\t\t\t<h3 class=\"elementor-post__title\">\n\t\t\t<a href=\"https:\/\/thekeytalent.com\/site\/estudo-de-caso-como-os-ctt-impulsionaram-a-transformacao-da-sua-rede-de-retalho-atraves-do-mapeamento-de-talento-comercial\/\" >\n\t\t\t\tCase Study: Como os CTT impulsionaram a transforma\u00e7\u00e3o da sua rede de retalho atrav\u00e9s do mapeamento de talento comercial\t\t\t<\/a>\n\t\t<\/h3>\n\t\t\n\t\t<a class=\"elementor-post__read-more\" href=\"https:\/\/thekeytalent.com\/site\/estudo-de-caso-como-os-ctt-impulsionaram-a-transformacao-da-sua-rede-de-retalho-atraves-do-mapeamento-de-talento-comercial\/\" aria-label=\"Read more about Case Study: Como os CTT impulsionaram a transforma\u00e7\u00e3o da sua rede de retalho atrav\u00e9s do mapeamento de talento comercial\" tabindex=\"-1\" >\n\t\t\tLeer m\u00e1s \u00bb\t\t<\/a>\n\n\t\t\t\t<\/div>\n\t\t\t\t<\/article>\n\t\t\t\t<article class=\"elementor-post elementor-grid-item post-22686 post type-post status-publish format-standard has-post-thumbnail hentry category-engagement category-evaluacion category-panorama category-sin-categorizar category-talent-assessment category-user-experience tag-recursos-humanos tag-transformacion-digital\" role=\"listitem\">\n\t\t\t\t<div class=\"elementor-post__text\">\n\t\t\t\t<h3 class=\"elementor-post__title\">\n\t\t\t<a href=\"https:\/\/thekeytalent.com\/site\/la-inteligencia-artificial-en-el-trabajo-aliada-o-desafio-para-los-profesionales\/\" >\n\t\t\t\tLa Inteligencia Artificial en el Trabajo: \u00bfAliada o Desaf\u00edo para los Profesionales?\t\t\t<\/a>\n\t\t<\/h3>\n\t\t\n\t\t<a class=\"elementor-post__read-more\" href=\"https:\/\/thekeytalent.com\/site\/la-inteligencia-artificial-en-el-trabajo-aliada-o-desafio-para-los-profesionales\/\" aria-label=\"Read more about La Inteligencia Artificial en el Trabajo: \u00bfAliada o Desaf\u00edo para los Profesionales?\" tabindex=\"-1\" >\n\t\t\tLeer m\u00e1s \u00bb\t\t<\/a>\n\n\t\t\t\t<\/div>\n\t\t\t\t<\/article>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>\u00bfO que te podem ensinar um pav\u00e3o ou o Google sobre Employer Branding? O ponto mais interessante destas conversas centrou-se na promo\u00e7\u00e3o indiscriminada e aleat\u00f3ria<\/p>\n","protected":false},"author":12,"featured_media":13443,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[275],"tags":[],"class_list":["post-13769","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-employer-branding-pt-pt"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.2 (Yoast SEO v28.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>\u00bfO que te podem ensinar um pav\u00e3o ou o Google sobre Employer Branding? &#8211; The Key Talent<\/title>\n<meta name=\"description\" content=\"Neste artigo utilizamos o exemplo do pav\u00e3o para contextualizar a sua estrat\u00e9gia de employer branding. Saiba mais.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/thekeytalent.com\/site\/o-que-te-podem-ensinar-um-pavao-ou-o-google-sobre-employer-branding\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00bfO que te podem ensinar um pav\u00e3o ou o Google sobre Employer Branding?\" \/>\n<meta property=\"og:description\" content=\"Neste artigo utilizamos o exemplo do pav\u00e3o para contextualizar a sua estrat\u00e9gia de employer branding. 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