Fortalecendo a motivação e a percepção de valor do funcionalismo público por parte de seus funcionárioso papel do employer branding na Caixa

Resumo

Objective: To evaluate the influence of Employer Branding on the perception of value of the service provided, motivation and commitment of CAIXA employees. Methodology: A survey was carried out with 164 employees from CAIXA's vice-presidency of finance and controllership. The data was analyzed using statistical methods, including regression analysis to test the proposed hypotheses, focusing on the relationships between Employer Branding, employee motivation, perceived value and organizational commitment. Results: The results confirm the hypotheses that Employer Branding has an impact on Motivation and Perception of Service Value, demonstrating that effective Employer Branding practices can significantly affect the organization. The hypothesis that Organizational Performance is positively associated with Employee Motivation, directly affecting the creation of the Psychological Contract further confirms that high motivation and positive value perception directly contribute to increasing organizational commitment at CAIXA, influencing the establishment of realistic expectations and positive commitments between the employer (CAIXA) and its employees, which is translates into improved organization performance. Limitations: The research is limited to employees of a single financial institution, which may restrict the generalization of the results. In addition, the use of a quantitative approach may not capture nuances of individual perceptions that qualitative methods could reveal. Practical contributions: The study provides insights for managers in the public sector on how Employer Branding practices can be applied to increase employee motivation and commitment, as well as improving the perception of the value of public service. Social contributions: The study highlights the importance of Employer Branding in improving public perception of services offered by the public sector, promoting greater efficiency and citizen satisfaction with the services provided. Originality: This study contributes to the literature by exploring the impact of Employer Branding in the public sector, a context often neglected in previous research that focuses predominantly on the private sector.

Ficha do documento

Tipo

Dissertação

Ano

2024

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Acesso aberto

Identificador

oai:repositorio.fgv.br:10438/35726

Temas

Gestão PúblicaAdministração Pública

Palavras-chave

Employer brandingBrand equityPsychological contractMotivationPerceived valueOrganizational performancePublic sectorPublic administrationContrato psicológicoMotivaçãoPercepção de valorPerformance organizacionalSetor públicoAdministração públicaPSMBranding (Marketing)Motivação no trabalhoCaixa Econômica Federal (Brasil)