Abstract:

The present study through the analysis of the telecommunications field in Portugal, aims to demystify the strategies that are being used, in a technological era, to achieve organizational goals regarding employee satisfaction and, by other side, employee turnover. Human Resources Management covering its origin, its dominant perspectives, the evolution of the concept and its dimensions and emphasis is given to the actions and activities of Internal Marketing suggested by the literature, as well as the tools used for an effective practical implementation of this, within the organizations and also how this area of studies is so related with HRM. In terms of methodology, the manuscript presents a qualitative approach using direct observation, a focus froup and structured and semi-structured interviews within Portuguese companies and focus group. Three semi-structured and 2 structured interviews were conducted in February 2019, individually, to the Human Resources Administration and focus group with employees. For the analysis of both the interviews and the focus group, it was used the technique of content analysis of Bardin. Job satisfaction is the answer for the decreasing of turnover, increasing of retention and the management of IM which, not only translates into higher sales and loyal consumers, but also means less costs with workers by boosted performance. As key persons in organizations who are responsible for a capable workforce, HR managers must have full and real-time information to measure, predict, and manage workforce change and development. The adoption of IT by HRM is important for growth as organizations face quick changing environments. More specifically, the systems of IT adopted by HRM contain HR Information System, HRM System, e-HRM, and so on.