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Who is not on social networks does not exist

Companies are paying more attention to their image as employers. Social networks are fundamental to attract talent.

Companies are paying more attention to their image as employers. Social networks are fundamental to attract talent, says Luís Sottomayor.

It doesn't happen in all sectors, not in all professions, but it is a reality. The labor market has changed in Portugal in recent years, as a result of the installation in the country of large global service operations, and the emergence of strong growing national technologies.

In this context, the so-called Employer Branding is gaining increasing relevance. "Employer branding is a company's reputation as an employer, which of course has always existed.”

The image that the company projects as an employer becomes essential to attract the professionals it needs. And to shape this image, those responsible for human resources work on several fronts.

The creation of human, functional and fun work environments are “a fundamental calling card for attracting talent”, considers Luís Sottomayor. But it won't be the most important.

Social networks are fundamental. “It is increasingly possible to say that those who are not on social networks, particularly for millennials, do not exist”, says the manager of Talent Portugal.

The sectors where best practices exist in terms of employer branding in Portugal are those in which the lack of qualified resources is most felt, such as information technology. But there are also large national groups working well on their reputation as employers, says Luís Sottomayor.

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