{"id":64877,"date":"2026-09-16T19:42:44","date_gmt":"2026-09-16T18:42:44","guid":{"rendered":"https:\/\/www.bizneo.com\/blog\/?p=64877"},"modified":"2026-09-16T19:42:46","modified_gmt":"2026-09-16T18:42:46","slug":"employer-branding-2","status":"publish","type":"post","link":"https:\/\/www.bizneo.com\/blog\/pt\/employer-branding-2\/","title":{"rendered":"Employer Branding: o que \u00e9 e como estruturar a estrat\u00e9gia na sua empresa"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Empresas com marca empregadora forte reduzem o custo por contrata\u00e7\u00e3o em at\u00e9\u00a0<strong>50%<\/strong>\u00a0e o turnover em at\u00e9\u00a0<strong>28%<\/strong>, segundo a\u00a0<a href=\"https:\/\/mundorh.com.br\/employer-branding-por-que-a-reputacao-decide-a-disputa-por-talentos\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\" data-wpel-link=\"external\">LinkedIn Talent Solutions<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Employer branding<\/strong>&nbsp;\u00e9 a estrat\u00e9gia que sustenta esse resultado: construir e comunicar a reputa\u00e7\u00e3o da empresa como lugar para trabalhar.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">O que \u00e9 employer branding?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Employer branding<\/strong>&nbsp;\u00e9 o conjunto de a\u00e7\u00f5es que uma empresa usa para construir e comunicar sua reputa\u00e7\u00e3o como empregadora, tanto para candidatos quanto para colaboradores atuais.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Na pr\u00e1tica, \u00e9 a gest\u00e3o da imagem da empresa como lugar de trabalho, da mesma forma que o marketing cuida da imagem da marca perante clientes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">No Brasil,&nbsp;<strong>employer branding<\/strong>&nbsp;e&nbsp;<strong>marca empregadora<\/strong>&nbsp;s\u00e3o usados como sin\u00f4nimos. N\u00e3o h\u00e1 diferen\u00e7a de significado entre eles, apenas de idioma.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Employer branding x marketing de RH x employee advocacy<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><strong>Employer branding<\/strong><\/strong>, <strong>marketing de RH<\/strong> e <strong>employee advocacy<\/strong> s\u00e3o conceitos complementares que trabalham juntos para construir, promover e consolidar a reputa\u00e7\u00e3o da empresa como um excelente lugar para trabalhar. <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Employer Branding (Marca Empregadora):<\/strong> \u00c9 a estrat\u00e9gia global de gest\u00e3o e posicionamento da reputa\u00e7\u00e3o da empresa vista pelos olhos dos talentos atuais e potenciais. Define a identidade da organiza\u00e7\u00e3o como empregadora.<\/li>\n\n\n\n<li><strong>Marketing de RH (Marketing de Recursos Humanos):<\/strong> \u00c9 a aplica\u00e7\u00e3o de t\u00e1ticas e ferramentas de marketing tradicionais, como campanhas, segmenta\u00e7\u00e3o e cria\u00e7\u00e3o de conte\u00fado, voltadas para os processos de atra\u00e7\u00e3o, engajamento e reten\u00e7\u00e3o de profissionais.<\/li>\n\n\n\n<li><strong>Employee Advocacy (Defesa da Marca pelos Funcion\u00e1rios):<\/strong> \u00c9 a pr\u00e1tica espont\u00e2nea ou organizada em que os pr\u00f3prios colaboradores atuam como embaixadores da organiza\u00e7\u00e3o, compartilhando conte\u00fados, viv\u00eancias e valores em suas redes pessoais. <\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Por que o employer branding importa: os indicadores de RH que ele movimenta<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Employer branding n\u00e3o \u00e9 uma m\u00e9trica de marketing isolada. Ele aparece nos n\u00fameros que o RH j\u00e1 acompanha todo m\u00eas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Quando a reputa\u00e7\u00e3o da empresa piora, o&nbsp;<strong>tempo de contrata\u00e7\u00e3o<\/strong>&nbsp;aumenta, o&nbsp;<strong>custo por vaga<\/strong>&nbsp;sobe e o&nbsp;<strong>turnover volunt\u00e1rio<\/strong>&nbsp;cresce, muitas vezes antes que algu\u00e9m identifique a causa.<\/p>\n\n\n\n<figure class=\"wp-block-table is-style-stripes\"><table><thead><tr><th class=\"has-text-align-left\" data-align=\"left\">Indicador<\/th><th class=\"has-text-align-left\" data-align=\"left\">O que mede<\/th><th class=\"has-text-align-left\" data-align=\"left\">Como o employer branding impacta<\/th><\/tr><\/thead><tbody><tr><td class=\"has-text-align-left\" data-align=\"left\">Custo por contrata\u00e7\u00e3o<\/td><td class=\"has-text-align-left\" data-align=\"left\">Investimento total para preencher uma vaga<\/td><td class=\"has-text-align-left\" data-align=\"left\">Reduz a depend\u00eancia de an\u00fancios pagos e ag\u00eancias<\/td><\/tr><tr><td class=\"has-text-align-left\" data-align=\"left\">Tempo de contrata\u00e7\u00e3o<\/td><td class=\"has-text-align-left\" data-align=\"left\">Dias entre a abertura e o preenchimento da vaga<\/td><td class=\"has-text-align-left\" data-align=\"left\">Aumenta a base de candidatos qualificados j\u00e1 engajados<\/td><\/tr><tr><td class=\"has-text-align-left\" data-align=\"left\">Taxa de candidaturas<\/td><td class=\"has-text-align-left\" data-align=\"left\">Volume e qualidade de curr\u00edculos recebidos<\/td><td class=\"has-text-align-left\" data-align=\"left\">Eleva a convers\u00e3o de visitantes do career site em candidatos<\/td><\/tr><tr><td class=\"has-text-align-left\" data-align=\"left\">Turnover volunt\u00e1rio<\/td><td class=\"has-text-align-left\" data-align=\"left\">Colaboradores que pedem desligamento<\/td><td class=\"has-text-align-left\" data-align=\"left\">Reduz quando a experi\u00eancia real confirma a promessa da marca<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Acompanhar esses quatro indicadores nos&nbsp;<a href=\"https:\/\/www.bizneo.com\/blog\/pt\/indicadores-de-rh\/\" data-wpel-link=\"internal\" target=\"_blank\">relat\u00f3rios de indicadores de RH<\/a>&nbsp;\u00e9 o que transforma employer branding de discurso em resultado mensur\u00e1vel.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"\/br\/relatorios-recursos-humanos\/\" data-wpel-link=\"internal\" target=\"_blank\"><img decoding=\"async\" width=\"1500\" height=\"1090\" src=\"https:\/\/www.bizneo.com\/blog\/wp-content\/uploads\/2021\/10\/relatorios-recursos-humanos.webp\" alt=\"indicadores de recursos humanos\" class=\"wp-image-57029\" srcset=\"https:\/\/www.bizneo.com\/blog\/wp-content\/uploads\/2021\/10\/relatorios-recursos-humanos.webp 1500w, https:\/\/www.bizneo.com\/blog\/wp-content\/uploads\/2021\/10\/relatorios-recursos-humanos-300x218.webp 300w, https:\/\/www.bizneo.com\/blog\/wp-content\/uploads\/2021\/10\/relatorios-recursos-humanos-1024x744.webp 1024w, https:\/\/www.bizneo.com\/blog\/wp-content\/uploads\/2021\/10\/relatorios-recursos-humanos-768x558.webp 768w\" sizes=\"(max-width: 1500px) 100vw, 1500px\" \/><\/a><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Benef\u00edcios do employer branding para a empresa<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Os benef\u00edcios do employer branding aparecem em duas frentes: atra\u00e7\u00e3o e reten\u00e7\u00e3o. Veja os quatro mais relevantes para o RH.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Redu\u00e7\u00e3o do custo e tempo de contrata\u00e7\u00e3o<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Uma marca empregadora forte<strong> reduz a necessidade de an\u00fancios pagos:<\/strong> candidatos chegam por indica\u00e7\u00e3o ou busca espont\u00e2nea.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Isso encurta o funil de&nbsp;<a href=\"https:\/\/www.bizneo.com\/blog\/pt\/recrutamento-e-selecao-de-pessoas\/\" data-wpel-link=\"internal\" target=\"_blank\">recrutamento e sele\u00e7\u00e3o<\/a>&nbsp;e reduz o custo por contrata\u00e7\u00e3o.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"\/br\/software-recrutamento-selecao\/\" target=\"_blank\" rel=\"noreferrer noopener\" data-wpel-link=\"internal\"><img decoding=\"async\" width=\"1360\" height=\"844\" src=\"https:\/\/www.bizneo.com\/blog\/wp-content\/uploads\/2021\/05\/Recrutamento-por-indicacao.png\" alt=\"Recrutamento por indicac\u0327a\u0303o\" class=\"wp-image-22488\" srcset=\"https:\/\/www.bizneo.com\/blog\/wp-content\/uploads\/2021\/05\/Recrutamento-por-indicacao.png 1360w, https:\/\/www.bizneo.com\/blog\/wp-content\/uploads\/2021\/05\/Recrutamento-por-indicacao-300x186.png 300w, https:\/\/www.bizneo.com\/blog\/wp-content\/uploads\/2021\/05\/Recrutamento-por-indicacao-1024x635.png 1024w, https:\/\/www.bizneo.com\/blog\/wp-content\/uploads\/2021\/05\/Recrutamento-por-indicacao-768x477.png 768w, https:\/\/www.bizneo.com\/blog\/wp-content\/uploads\/2021\/05\/Recrutamento-por-indicacao-320x200.png 320w, https:\/\/www.bizneo.com\/blog\/wp-content\/uploads\/2021\/05\/Recrutamento-por-indicacao-810x503.png 810w, https:\/\/www.bizneo.com\/blog\/wp-content\/uploads\/2021\/05\/Recrutamento-por-indicacao-1140x707.png 1140w\" sizes=\"(max-width: 1360px) 100vw, 1360px\" \/><\/a><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Maior reten\u00e7\u00e3o e menor turnover<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Colaboradores que se identificam com a proposta da empresa desde o processo seletivo <strong>t\u00eam menos motivo para pedir desligamento.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O turnover cai quando a experi\u00eancia real confirma o que foi prometido na vaga.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Aumento no volume e qualidade das candidaturas<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Empresas com boa reputa\u00e7\u00e3o <strong>recebem mais candidaturas espont\u00e2neas<\/strong> e menos desist\u00eancias no meio do processo seletivo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O resultado \u00e9 um banco de talentos mais qualificado, pronto para futuras vagas.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Fortalecimento da reputa\u00e7\u00e3o perante mercado e clientes<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">A percep\u00e7\u00e3o de bom lugar para trabalhar tamb\u00e9m influencia clientes, investidores e parceiros comerciais.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Reputa\u00e7\u00e3o como empregadora e reputa\u00e7\u00e3o como marca comercial andam juntas.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Quem \u00e9 respons\u00e1vel pelo employer branding: RH, marketing ou os dois?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Na maioria das empresas,&nbsp;<strong>RH e marketing dividem a responsabilidade<\/strong>. O RH define a proposta de valor e garante que ela seja verdadeira; o marketing cuida da comunica\u00e7\u00e3o e do formato do conte\u00fado.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Empresas menores, sem estrutura de marketing dedicada, costumam concentrar a fun\u00e7\u00e3o no RH. Isso funciona, desde que a comunica\u00e7\u00e3o n\u00e3o fique restrita a divulgar vagas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O ponto de aten\u00e7\u00e3o n\u00e3o \u00e9 quem lidera. \u00c9 garantir que&nbsp;<strong>a promessa feita na comunica\u00e7\u00e3o seja igual \u00e0 experi\u00eancia vivida<\/strong>&nbsp;pelo colaborador depois da contrata\u00e7\u00e3o.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">O que \u00e9 EVP (Employee Value Proposition) e como definir a da sua empresa<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>EVP (Employee Value Proposition)<\/strong>&nbsp;\u00e9 o conjunto de benef\u00edcios, valores e experi\u00eancias que a empresa oferece em troca do trabalho e do compromisso do colaborador.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00c9 a base de qualquer estrat\u00e9gia de employer branding: sem EVP definida, a comunica\u00e7\u00e3o vira propaganda gen\u00e9rica, sem lastro na realidade da empresa.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A EVP costuma reunir quatro pilares:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Remunera\u00e7\u00e3o e benef\u00edcios<\/strong>: sal\u00e1rio, benef\u00edcios flex\u00edveis, bonifica\u00e7\u00f5es<\/li>\n\n\n\n<li><strong>Desenvolvimento<\/strong>: plano de carreira, treinamentos, mentoria<\/li>\n\n\n\n<li><strong>Ambiente e cultura<\/strong>: clima organizacional, lideran\u00e7a, flexibilidade<\/li>\n\n\n\n<li><strong>Prop\u00f3sito<\/strong>: impacto do trabalho, valores da empresa, marca<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">A EVP nasce de uma pesquisa interna real, n\u00e3o de um brainstorm da diretoria. \u00c9 o que a etapa de diagn\u00f3stico do pr\u00f3ximo t\u00f3pico resolve.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Como estruturar uma estrat\u00e9gia de employer branding passo a passo<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Uma estrat\u00e9gia de employer branding segue uma ordem l\u00f3gica: diagnosticar, definir, comunicar e sustentar. Veja os nove passos.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Diagn\u00f3stico interno: pesquisa de clima e percep\u00e7\u00e3o dos colaboradores<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Antes de comunicar qualquer coisa para fora, entenda como os colaboradores atuais percebem a empresa hoje.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Uma pesquisa de clima organizacional <strong>revela a dist\u00e2ncia entre a marca que a empresa acha que tem e a que realmente existe.<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. An\u00e1lise do mercado e da concorr\u00eancia por talento<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Mapeie como empresas do mesmo setor <strong>se posicionam para os mesmos perfis de candidato que voc\u00ea disputa.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O objetivo n\u00e3o \u00e9 copiar. \u00c9 identificar onde sua proposta j\u00e1 \u00e9 diferente ou onde precisa ficar.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Defini\u00e7\u00e3o da EVP e dos pilares de comunica\u00e7\u00e3o<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Com o diagn\u00f3stico em m\u00e3os, <strong>formalize a EVP<\/strong> e escolha 2 ou 3 pilares para repetir em toda comunica\u00e7\u00e3o.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pilares demais diluem a mensagem. Um \u00fanico pilar n\u00e3o sustenta um ano de conte\u00fado.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. Comunica\u00e7\u00e3o externa: career site, redes sociais e conte\u00fado<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">O career site personalizado do&nbsp;<strong>Bizneo ATS<\/strong>&nbsp;publica as vagas com a identidade visual da empresa e centraliza as candidaturas recebidas, sem depender s\u00f3 de portais externos gen\u00e9ricos.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/www.bizneo.com\/br\/software-recrutamento-selecao\/\" data-wpel-link=\"internal\" target=\"_blank\"><img decoding=\"async\" width=\"1024\" height=\"668\" src=\"https:\/\/www.bizneo.com\/blog\/wp-content\/uploads\/2024\/04\/Career-site-1783003754000-1024x668.webp\" alt=\"software de recrutamento e sele\u00e7\u00e3o\" class=\"wp-image-63608\" srcset=\"https:\/\/www.bizneo.com\/blog\/wp-content\/uploads\/2024\/04\/Career-site-1783003754000-1024x668.webp 1024w, https:\/\/www.bizneo.com\/blog\/wp-content\/uploads\/2024\/04\/Career-site-1783003754000-300x196.webp 300w, https:\/\/www.bizneo.com\/blog\/wp-content\/uploads\/2024\/04\/Career-site-1783003754000-768x501.webp 768w, https:\/\/www.bizneo.com\/blog\/wp-content\/uploads\/2024\/04\/Career-site-1783003754000.webp 1500w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">5. Onboarding alinhado \u00e0 promessa da marca empregadora<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">O onboarding \u00e9 o primeiro teste real da EVP: \u00e9 quando o colaborador confirma ou desconfirma o que ouviu no processo seletivo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Um onboarding estruturado, com etapas e respons\u00e1veis claros, evita o desalinhamento que gera desligamentos nos primeiros meses.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">6. Cultura de feedback e reconhecimento<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.bizneo.com\/blog\/pt\/avaliacao-de-desempenho\/\" data-wpel-link=\"internal\" target=\"_blank\">Avalia\u00e7\u00f5es de desempenho<\/a>&nbsp;recorrentes e reconhecimento consistente sustentam a marca empregadora no dia a dia, n\u00e3o s\u00f3 na campanha de recrutamento.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sem isso, a comunica\u00e7\u00e3o externa perde credibilidade internamente e vaza para plataformas de avalia\u00e7\u00e3o p\u00fablica.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/www.bizneo.com\/br\/avaliacao-desempenho\/\" data-wpel-link=\"internal\" target=\"_blank\"><img decoding=\"async\" width=\"1024\" height=\"735\" src=\"https:\/\/www.bizneo.com\/blog\/wp-content\/uploads\/2026\/04\/Modelos-de-avaliacao-predefinidos-1024x735.webp\" alt=\"avalia\u00e7\u00e3o de desempenho\" class=\"wp-image-60479\" srcset=\"https:\/\/www.bizneo.com\/blog\/wp-content\/uploads\/2026\/04\/Modelos-de-avaliacao-predefinidos-1024x735.webp 1024w, https:\/\/www.bizneo.com\/blog\/wp-content\/uploads\/2026\/04\/Modelos-de-avaliacao-predefinidos-300x215.webp 300w, https:\/\/www.bizneo.com\/blog\/wp-content\/uploads\/2026\/04\/Modelos-de-avaliacao-predefinidos-768x551.webp 768w, https:\/\/www.bizneo.com\/blog\/wp-content\/uploads\/2026\/04\/Modelos-de-avaliacao-predefinidos.webp 1500w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">7. Colaboradores como embaixadores da marca<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Colaboradores engajados que compartilham sua rotina de trabalho t\u00eam mais credibilidade do que qualquer an\u00fancio pago.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Programas de indica\u00e7\u00e3o bem estruturados aproveitam essa rede sem parecer for\u00e7ados.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">8. Diversidade e inclus\u00e3o como parte da proposta de valor<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Candidatos avaliam ativamente os indicadores de diversidade da empresa antes de se candidatar, n\u00e3o s\u00f3 a descri\u00e7\u00e3o da vaga.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Isso precisa aparecer em dados reais, n\u00e3o em declara\u00e7\u00f5es de inten\u00e7\u00e3o sem lastro.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">9. Acompanhamento de indicadores e ajuste cont\u00ednuo<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Revisite<strong> os quatro indicadores do t\u00f3pico anterior<\/strong> a cada trimestre e ajuste a comunica\u00e7\u00e3o e os processos internos conforme o resultado.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Employer branding n\u00e3o \u00e9 uma campanha com data de fim. \u00c9 um processo cont\u00ednuo de manuten\u00e7\u00e3o da reputa\u00e7\u00e3o, pr\u00f3ximo da&nbsp;<a href=\"https:\/\/www.bizneo.com\/blog\/pt\/gestao-de-talentos\/\" data-wpel-link=\"internal\" target=\"_blank\">gest\u00e3o de talentos<\/a>&nbsp;como um todo.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Como medir o ROI do employer branding<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">O ROI do employer branding<strong> compara o que a empresa economiza em contrata\u00e7\u00e3o com o que investe na estrat\u00e9gia.<\/strong><\/p>\n\n\n\n<pre class=\"wp-block-verse\">ROI (%) = (Economia em custo de contrata\u00e7\u00e3o menos Investimento em employer branding) dividido pelo Investimento em employer branding, multiplicado por 100.<\/pre>\n\n\n\n<p class=\"wp-block-paragraph\">A&nbsp;<strong>economia em custo de contrata\u00e7\u00e3o<\/strong>&nbsp;\u00e9 a diferen\u00e7a entre o custo m\u00e9dio por vaga antes e depois da estrat\u00e9gia, multiplicada pelo n\u00famero de vagas do per\u00edodo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Exemplo:<\/strong>&nbsp;se o custo por contrata\u00e7\u00e3o caiu de R$ 3.000 para R$ 1.800 e a empresa fechou 40 vagas no ano, a economia \u00e9 de&nbsp;<strong>R$ 48.000<\/strong>. Se o investimento em employer branding foi de R$ 20.000, o&nbsp;<strong>ROI \u00e9 de 140%<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Esse c\u00e1lculo exige dados de contrata\u00e7\u00e3o organizados. O<a href=\"https:\/\/www.bizneo.com\/br\/relatorios-recursos-humanos\/\" data-wpel-link=\"internal\" target=\"_blank\"> software de&nbsp;relat\u00f3rios e indicadores de RH<\/a> da Bizneo&nbsp;centraliza custo, tempo de contrata\u00e7\u00e3o e turnover no mesmo painel, sem depender de planilhas paralelas.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"\/br\/relatorios-recursos-humanos\/\" data-wpel-link=\"internal\" target=\"_blank\"><img decoding=\"async\" width=\"1360\" height=\"408\" src=\"https:\/\/www.bizneo.com\/blog\/wp-content\/uploads\/2024\/02\/Banner-relatorios-rh.jpg\" alt=\"Relat\u00f3rios de Recursos Humanos\" class=\"wp-image-45549\" srcset=\"https:\/\/www.bizneo.com\/blog\/wp-content\/uploads\/2024\/02\/Banner-relatorios-rh.jpg 1360w, https:\/\/www.bizneo.com\/blog\/wp-content\/uploads\/2024\/02\/Banner-relatorios-rh-300x90.jpg 300w, https:\/\/www.bizneo.com\/blog\/wp-content\/uploads\/2024\/02\/Banner-relatorios-rh-1024x307.jpg 1024w, https:\/\/www.bizneo.com\/blog\/wp-content\/uploads\/2024\/02\/Banner-relatorios-rh-768x230.jpg 768w, https:\/\/www.bizneo.com\/blog\/wp-content\/uploads\/2024\/02\/Banner-relatorios-rh-810x243.jpg 810w, https:\/\/www.bizneo.com\/blog\/wp-content\/uploads\/2024\/02\/Banner-relatorios-rh-1140x342.jpg 1140w\" sizes=\"(max-width: 1360px) 100vw, 1360px\" \/><\/a><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Employer branding \u00e9 a gest\u00e3o da reputa\u00e7\u00e3o da empresa como empregadora, usada para atrair e reter talentos com menor custo de contrata\u00e7\u00e3o. Envolve EVP, comunica\u00e7\u00e3o de cultura e experi\u00eancia do colaborador do recrutamento ao offboarding.<\/p>\n","protected":false},"author":48,"featured_media":64879,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center 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center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[207],"tags":[],"class_list":["post-64877","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-gestao-de-pessoal"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Guia de Employer Branding: conceito, EVP e estrat\u00e9gias<\/title>\n<meta name=\"description\" content=\"Employer branding: por que reduz custo de contrata\u00e7\u00e3o e turnover, e veja como estruturar EVP e estrat\u00e9gia de marca empregadora.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta 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