The Dynamics of the Employee Branding Effect: The Valuation of Interpersonal Relationships in Organizational Results

  • Andrea Sousa
  • João Pedro C. Fernandes Thomaz
  • Eulália Santos
  • Carlos António P. Francisco e Silva
  • Aquilino Manuel Felizardo
Part of the Contributions to Management Science book series (MANAGEMENT SC.)


Focusing on competency management, the Employee Branding Effect process results from the increase of catalytic actions of the interpersonal relations domain, which stem from the informality created in social exchanges both inside and outside organizations, namely by the introduction of mentoring and aid relations between chiefs and headed.

The Employee Branding Effect contributes to a real and concrete diagnosis of the organizational and relational environment of the organizations, being able through its evaluation to promote and to reinforce the psychological contract between employees and the organization.

This study covered 30 organizations in the central zone of Portugal that responded to a questionnaire survey for Employee Branding Effect measurement.

The results statistically show that the moderating effect of mentoring and aid relationships actions, from the informal domain over the formal domain of the organizations, confirms a positive increase of the employee branding process results when promoted by actions within the scope of the interpersonal relations.


Employee brand effect Mentoring and helping relationships Human resources management Relationship marketing Management by competencies 

Jel Classification

M10 M12 M31 


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Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  • Andrea Sousa
    • 1
  • João Pedro C. Fernandes Thomaz
    • 2
    • 3
    • 4
  • Eulália Santos
    • 5
  • Carlos António P. Francisco e Silva
    • 6
    • 7
  • Aquilino Manuel Felizardo
    • 8
    • 9
  1. 1.ISMT - Instituto Superior Miguel TorgaCoimbra, LeiriaPortugal
  2. 2.ISLA-SantarémSantarémPortugal
  3. 3.CEG-ISTLisbonPortugal
  4. 4.GP2/CIn/UFPERecifeBrazil
  5. 5.CIDMAAveiroPortugal
  6. 6.Universidade EuropeiaLisboaPortugal
  7. 7.CIEOAlgarvePortugal
  8. 8.University of ÉvoraÉvoraPortugal
  9. 9.CEFAGE-UÉÉvoraPortugal

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