The project aims to develop an integrated model linking employee satisfaction and productivity, internal branding, and talent attraction strategies within the current context of uncertainty. The goal is to identify management practices that simultaneously promote employee well-being, strengthen employer branding, and enhance the ability to attract new talent.

To this end, the project seeks to integrate three complementary lines of research to better understand organizational dynamics and human resource management in today’s environment of uncertainty and change—often characterized as VUCA (Volatile, Uncertain, Complex, and Ambiguous).

The first area explores the “happy-productive worker” thesis in uncertain environments, analyzing how employee satisfaction and well-being influence productivity in volatile scenarios.

The second line investigates the construction of internal brand equity and B2B branding dynamics, focusing on employee perspectives and multilevel interactions within organizations.

Finally, the third area addresses Generation Z talent attraction, examining the alignment between candidates’ expectations and companies’ offerings.

 Research Group: Territories and Organisations for Sustainable Development (TOSD)