The Growth Mindset and Talent Attraction: A Case Study of LMA.
Abstract
This study investigates how the growth mindset can enhance talent attraction through a qualitative case study of LMA Tech, an IT company operating in Portugal’s highly competitive market. In-depth semi-structured interviews with internal leaders and external professionals were conducted to explore the relationship between growth mindset dimensions and the organization’s Employer Value Proposition (EVP). Amid growing challenges in attracting technological talent—exacerbated by digital transformation and the COVID-19 pandemic employer branding strategies have become increasingly critical. While existing literature acknowledges the relevance of a growth mindset in organizational settings, little is known about its impact on talent attraction. The findings indicate that growth mindset principles such as continuous learning, adaptability, and constructive feedback can strengthen EVP and positively influence candidates’ perceptions of the employer brand. However, the study also identifies a key challenge: assessing these intangible traits during the recruitment process. This research contributes to bridging a gap in the literature by reconceptualizing the growth mindset within the context of employer branding and by advocating for organizational practices that support cultural shifts toward learning, resilience, and sustainable engagement.
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International Journal of Marketing, Communication and New Media
ISSN: 2182-9306
DOI: 10.54663/2182-9306
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