Employer Branding: Estratégias para Atrair e Reter Talentos Femininos em Tecnologias da Informação na Perspectiva de Estudantes Universitárias
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https://doi.org/10.5753/wit.2026.19622
Resumen
Este artigo analisa o Employer Branding (EB) como estratégia para atrair e reter talentos femininos na área de Tecnologia da Informação (TI). A pesquisa quantitativa, com amostra representativa de 69,1% de estudantes dos cursos de Computação da FURB, investigou, por meio de questionário estruturado, seis dimensões das práticas organizacionais. Os resultados indicam que diversidade, equilíbrio entre trabalho e vida pessoal e responsabilidade social corporativa são os aspectos mais valorizados, além da compensação financeira. O trabalho remoto mostrou-se relevante, porém não decisivo para todas. Conclui-se que estratégias mais inclusivas e flexíveis de Employer Branding favorecem a atração e retenção de mulheres na TI.
Citas
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CHOPRA, Avinash; PATEL, Gokulananda; SAHOO, Chandan Kumar. A critical assessment of employer branding to retain knowledgeable workforce: study on current employees of the information technology firms. VINE Journal of Information and Knowledge Management Systems, 2022.
CONFETTO, Maria Giovanna et al. Diversity and inclusion in employer branding: an explorative analysis of European companies’ digital communication. Employee Relations: The International Journal, v. 45, n. 7, p. 121–139, 2023.
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NANJUNDESWARASWAMY, T. S.; BHARATH, Sindu; NAGESH, P. Employer branding: design and development of a scale. Journal of Economic and Administrative Sciences, 2022.
PAERSCH, Sylvia. Attracting women to startup companies: the impact of employer branding. Werbekommunikation in der Wirtschaft: Mediengerecht, praxisorientiert und interdisziplinär, p. 15–35, 2018.
RIBEIRO, Carla Beatriz Sousa et al. Mulheres na TI do IFTO: desvendando desafios e motivações, e trac¸ando estratégias para a permanência. In: Women in Information Technology (WIT). SBC, 2025. p. 344–355.
RONDA, Lorena; AZANZA, Garazi. Employer femvertising: Women empowerment in employer brand messages. International Journal of Communication, v. 15, p. 514–544, 2021.
SANTOS, Nayara Dias dos; MARCZAK, Sabrina. Fatores de Atração, Evasão e Permanência de Mulheres nas Áreas da Computação. In: Women in Information Technology (WIT), 17., 2023, João Pessoa/PB. Anais [...]. Porto Alegre: Sociedade Brasileira de Computação, 2023. p. 136–147. ISSN 2763-8626. DOI: 10.5753/wit.2023.230789.
SANTOS, Vívian Ludimila Aguiar; CARVALHO, Thales Francisco Mota; BARRETO, Maria do Socorro Vieira. Mulheres na tecnologia da informação: Histórico e cenário atual nos cursos superiores. In: Anais do XV Women in Information Technology. SBC, 2021. p. 111–120.
SILVA, Ana Junça; DIAS, Herminia. The relationship between employer branding, corporate reputation and intention to apply to a job offer. International Journal of Organizational Analysis, v. 31, n. 8, p. 1–16, 2022.
BACKHAUS, Kristin; TIKOO, Surinder. Conceptualizing and researching employer branding. Career Development International, v. 9, n. 5, p. 501–517, 2004.
BRASIL. Ministério da Economia, Secretaria de Trabalho. Dados do Cadastro Geral de Empregados e Desempregados (CAGED). 2022.
CHOPRA, Avinash; PATEL, Gokulananda; SAHOO, Chandan Kumar. A critical assessment of employer branding to retain knowledgeable workforce: study on current employees of the information technology firms. VINE Journal of Information and Knowledge Management Systems, 2022.
CONFETTO, Maria Giovanna et al. Diversity and inclusion in employer branding: an explorative analysis of European companies’ digital communication. Employee Relations: The International Journal, v. 45, n. 7, p. 121–139, 2023.
EWING, Michael T. et al. Employment branding in the knowledge economy. International Journal of Advertising, v. 21, n. 1, p. 3–22, 2002.
FADILAH, Anditha Nur; PUTRANTO, Nur Arief Rahmatsyah. The Influence of Employer Branding Dimensions on Generation Z Women’s Intention to Apply For a Job with Person-Organization Fit as Mediating Variable: A Study of Bandung Institute of Technology. Journal Integration of Social Studies and Business Development, v. 1, n. 2, p. 91–101, 2023.
JENNER, S. J.; TAYLOR, Stephen. Employer branding–fad or the future of HR? [in:] Humpage S. (ed.) Research insight: employer branding: the latest fad or the future for HR. Chartered Institute of Personnel and Development, London, 2008.
NANJUNDESWARASWAMY, T. S.; BHARATH, Sindu; NAGESH, P. Employer branding: design and development of a scale. Journal of Economic and Administrative Sciences, 2022.
PAERSCH, Sylvia. Attracting women to startup companies: the impact of employer branding. Werbekommunikation in der Wirtschaft: Mediengerecht, praxisorientiert und interdisziplinär, p. 15–35, 2018.
RIBEIRO, Carla Beatriz Sousa et al. Mulheres na TI do IFTO: desvendando desafios e motivações, e trac¸ando estratégias para a permanência. In: Women in Information Technology (WIT). SBC, 2025. p. 344–355.
RONDA, Lorena; AZANZA, Garazi. Employer femvertising: Women empowerment in employer brand messages. International Journal of Communication, v. 15, p. 514–544, 2021.
SANTOS, Nayara Dias dos; MARCZAK, Sabrina. Fatores de Atração, Evasão e Permanência de Mulheres nas Áreas da Computação. In: Women in Information Technology (WIT), 17., 2023, João Pessoa/PB. Anais [...]. Porto Alegre: Sociedade Brasileira de Computação, 2023. p. 136–147. ISSN 2763-8626. DOI: 10.5753/wit.2023.230789.
SANTOS, Vívian Ludimila Aguiar; CARVALHO, Thales Francisco Mota; BARRETO, Maria do Socorro Vieira. Mulheres na tecnologia da informação: Histórico e cenário atual nos cursos superiores. In: Anais do XV Women in Information Technology. SBC, 2021. p. 111–120.
SILVA, Ana Junça; DIAS, Herminia. The relationship between employer branding, corporate reputation and intention to apply to a job offer. International Journal of Organizational Analysis, v. 31, n. 8, p. 1–16, 2022.
Publicado
19/07/2026
Cómo citar
SARTORI, Andreza; KOHLER, Luciana Pereira de Araújo; ZUCCO, Fabricia Durieux; PATRÍCIOINST, Giovanni Augusto; REINERT, Paulo Sérgio; ANTUNES, Larissa Zózimo.
Employer Branding: Estratégias para Atrair e Reter Talentos Femininos em Tecnologias da Informação na Perspectiva de Estudantes Universitárias. In: ACTAS DEL WOMEN IN INFORMATION TECHNOLOGY (WIT), 20. , 2026, Gramado/RS.
Anais [...].
Porto Alegre: Sociedade Brasileira de Computação,
2026
.
p. 126-137.
ISSN 2763-8626.
DOI: https://doi.org/10.5753/wit.2026.19622.
