Vera Batista, Human Resources Manager for TAP Services, UCS and Employer Branding, has 33 years, 15 years of TAP, natural of Góis, district of Coimbra, vegetarian, activist and supporter of animal welfare. That is how we started our conversation, which took as motto her interview to HR Magazine, on the occasion of the issue "Special Best Practices - Employer Branding."
She studied Marketing and Advertising, passing by Architecture and completed a Master's degree in Social and Organizational Psychology and a post-graduate degree in Business Management. Occasionally gives lectures in colleges.
Vera came to TAP ME as Administrative and, during the ten years that was on ME, had the opportunity to exercise several functions - which always has reconciled with the studies. In the last four years was part of HR|Talent Management and, in 2012, embraced the challenge to build and coordinate the area of Employer Branding - at a time when this concept was still a novelty in Portugal.
What does "Employer Branding" mean?
Translated literally, we can say that it is the mark of the employer. The discipline of Employer Branding, integrated in the HR|Talent Management, its mission is to align the values of TAP with the objectives of the business communicating both internally and externally, the aspects most relevant of the identity TAP and directing simultaneously to the creation of value for the business and promote the well-being and balance between personal and professional life. One of our goals is to strengthen the brand TAP while employer strong and attractive. For this reason, we promote the linkage with the academic community through the development of specific programs that promote the TAP as an employer, attracting students with know-how and developing relations of win-win - internship programs, participation in job fairs, reception of requests of national and foreign schools, among others. We have a responsibility to promote and communicate a TAP differentiated and focused on people, developing the creation and support of teams of high performance through several concrete actions: Cycle of Conferences, Workshops, Program “Reconhecer”, Program “Simpatia”, my 20 years TAP, among others.
In an interview for publication HR Magazine, that the "TAP today is different from TAP january 2016". To what extent?
This sentence has to be framed in the perspective of recruitment - i.e. how we recruit talent (both internal and external) has to adapt to the constant changes of the contexts social, political and economic. To continue to be a company of excellence we need to invest in our professional and recognize the importance of continuing to provide opportunities for growth and development personal and professional development. What differentiates the Co-worker TAP is your attitude. It is therefore necessary to ensure continuity of HR practice as business partners, both in the implementation of management procedures, both in the promotion of commitment, contribution and development of our people.
Tell us a little bit of development programs and organizational behavior that occur within the company.
One of the goals of the HR is to ensure investment in people and in the strengthening of its technical competence and social. The business depends on the way people contribute to the creation of value and it is the responsibility of HR, while business partner, to promote the alignment of people with the business objectives - engaging hearts & minds. With the focus on people, it is then necessary to ensure the mobility programs that promote and develop skills. Examples are the cycle of conferences and workshops, the training TAP - that until October 2016 promoted more than 203 thousand hours of training for more than 18 thousand trainees, in more than 2,400 courses, the development and creation of teams of high performance - as for example, the specific training and customized we developed for the management of ME. We are also reviewing and rethinking the programs “Simpatia” and “Reconhecer”, among others.
The TAP was elected in 2016, as the company more attractive to work in Portugal by Randstad. In your opinion, what is the reason why we won this award?
Without doubt because of people TAP! Despite the challenges of recent years, we are all available to do more, often with less and better. We have technicians very good, but what really sets us apart is our way of being and living: with open arms. This philosophy is much more than a cliché, is part of our DNA. It's amazing to analyze and observe the amount of spontaneous applications we receive daily, not only because we are a flagship company, but because we are TAP - we are a reference in the market and because we make a difference.
About the level of internal mobility, has some advice to give to prospective candidates seeking other opportunities within the company? What do you look for? What is measured?
A company with our size the opportunities are immense. And I had begun as administrative, I recommend that we should not be afraid to roll up our sleeves and face new challenges, facing the unknown. What sets us apart is the attitude TAP. The desire to make it happen and not expect only that happen. The desire to be flexible and understanding that if, on the one hand, it is inevitable to find challenges in life, on the other hand is crucial to maintain open and adapt to changes of technology, competition, demand from customers. The desire to improve continuously - we seek to identify people who do not become stuck to the difficulties, a "tunnel vision". We want people who have want to do better today than yesterday.
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