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Diz-me se a tua empresa é ambientalmente responsável e dir-te-ei se quero trabalhar contigo
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Abstract(s)
A sustentabilidade ambiental é, atualmente, um conceito com cada vez maior importância na forma como as organizações pensam e delineiam as suas culturas, práticas e estratégias de negócio, a fim de se tornarem mais atrativas. É nesse sentido que a presente investigação tem o propósito de entender se empresas que divulgam anúncios com informações respeitantes à cultura sustentável e preocupações ecológicas são percecionadas como mais atrativas e se geram maior volume de candidaturas, introduzindo variáveis inovadoras como a responsabilidade ambiental e as intenções de comportamentos amigos do ambiente.
A fim de concretizar os objetivos propostos, este é um estudo de natureza quantitativa e com um caráter hipotético-dedutivo, sendo a amostra constituída por 443 participantes, 71.8% do sexo feminino e 28% do sexo masculino, tendo 66.8% do total, idades compreendidas entre os 25 e os 41 anos. Ao serem realizados testes de mediação e regressões lineares múltiplas, os resultados obtidos demonstraram que anúncios com mensagens pró-ambientais provocam maior atração à organização, e que esta variável não medeia a relação entre o tipo de anúncio (com mensagens ou sem mensagens) e as intenções de candidatura. Para além disso, concluiu-se também que indivíduos com maior responsabilidade ambiental individual e intenções de comportamento pró-ambiental têm, perante estes anúncios, um maior intuito de se candidatarem. Por fim, é refletido o papel das organizações na adoção de práticas green com vista a atrair e reter os melhores talentos, bem como ideias sugestivas para eventuais estudos futuros.
Environmental sustainability is currently a concept with increasing importance in the way organizations think and outline their cultures, practices, and business strategies, in order to become more attractive. It is in this sense that this research aims to understand whether companies that publish advertisements with information regarding sustainable culture and ecological concerns are perceived as more attractive and generate a greater volume of applications, introducing innovative variables such as environmental responsibility and intentions of eco-friendly behaviors. To achieve the proposed objectives, this is a study of a quantitative nature and with a hypothetical-deductive character, with a sample consisting of 443 participants, 71.8% female, and 28% male, with 66.8% of the total aged between 25 and 41 years old. When mediation tests and multiple linear regressions were performed, the results obtained showed that advertisements with pro-environmental messages provoke greater attraction to the organization and that this variable does not mediate the relationship between the type of advertisement (with messages or without messages) and the candidacy intentions. In addition, it was also concluded that individuals with greater individual environmental responsibility and intentions of pro-environmental behavior have, given these advertisements, a greater intention to apply. Finally, it is reflected the role of organizations in adopting green practices to attract and retain the best talent, as well as suggestive ideas for possible future studies.
Environmental sustainability is currently a concept with increasing importance in the way organizations think and outline their cultures, practices, and business strategies, in order to become more attractive. It is in this sense that this research aims to understand whether companies that publish advertisements with information regarding sustainable culture and ecological concerns are perceived as more attractive and generate a greater volume of applications, introducing innovative variables such as environmental responsibility and intentions of eco-friendly behaviors. To achieve the proposed objectives, this is a study of a quantitative nature and with a hypothetical-deductive character, with a sample consisting of 443 participants, 71.8% female, and 28% male, with 66.8% of the total aged between 25 and 41 years old. When mediation tests and multiple linear regressions were performed, the results obtained showed that advertisements with pro-environmental messages provoke greater attraction to the organization and that this variable does not mediate the relationship between the type of advertisement (with messages or without messages) and the candidacy intentions. In addition, it was also concluded that individuals with greater individual environmental responsibility and intentions of pro-environmental behavior have, given these advertisements, a greater intention to apply. Finally, it is reflected the role of organizations in adopting green practices to attract and retain the best talent, as well as suggestive ideas for possible future studies.
Description
Dissertação de Mestrado apresentada no ISPA – Instituto Universitário para obtenção de grau de Mestre na especialidade de Psicologia Social e das Organizações
Keywords
Mensagens pró-ambientais Anúncios de recrutamento Atração Intenções de candidatura Pro-environmental messages Recruitment advertising Organizational attraction Applicant intentions