Employer branding em startups: estratégias e impactos na atração, retenção e engajamento de talentos

Abstract

This study analyzes Employer Branding (EB) strategies in startups and their effects on talent attraction, retention, and engagement. A mixed-methods approach was adopted, combining a theoretical review with questionnaires that included both closed-ended (Likert and NPS) and open-ended questions, applied to professionals from startups and traditional companies, as well as an internal survey conducted in a Brazilian startup. The external sample consisted of 57 respondents - 12 from startups, 44 from traditional companies, and one who did not report employer type (November 2024). In the analyzed startup (17 participants), the results showed an internal NPS of 60, satisfaction with benefits at 3.1/5, and an annual voluntary turnover rate of 10.52%. Compared to traditional companies, professionals in startups associate their work environment with greater flexibility, autonomy, and proximity to leadership. In contrast, traditional companies' main strengths include career development opportunities, structured feedback, and benefits. Among the key challenges identified in startups are unclear career progression, limited feedback practices, and fewer competitive advantages, all of which may negatively impact employee retention. The study concludes that a robust EB depends on the alignment between promise and practice: startups strengthen their EB by structuring people management (development, feedback, recognition), while traditional companies enhance their attractiveness by incorporating flexibility and innovation typically found in startups.