<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1647-3337</journal-id>
<journal-title><![CDATA[SOCIOLOGIA ON LINE]]></journal-title>
<abbrev-journal-title><![CDATA[SOCIOLOGIA ON LINE]]></abbrev-journal-title>
<issn>1647-3337</issn>
<publisher>
<publisher-name><![CDATA[Associação Portuguesa de Sociologia]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1647-33372025000100204</article-id>
<article-id pub-id-type="doi">10.30553/sociologiaonline.2025.37.5</article-id>
<title-group>
<article-title xml:lang="pt"><![CDATA[A marca do exército português no século XXI: Recrutamento e a perceção dos jovens candidatos]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Andrade]]></surname>
<given-names><![CDATA[Miguel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Aurélio]]></surname>
<given-names><![CDATA[Marco]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Ernst]]></surname>
<given-names><![CDATA[Lena H.]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Matias]]></surname>
<given-names><![CDATA[Marcelo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Reis]]></surname>
<given-names><![CDATA[Cláudio]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Guimarães]]></surname>
<given-names><![CDATA[Claúdio]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Pereira]]></surname>
<given-names><![CDATA[Ricardo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Alexandre]]></surname>
<given-names><![CDATA[Tiago]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Costa]]></surname>
<given-names><![CDATA[Paula]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Silva]]></surname>
<given-names><![CDATA[Cátia]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Eusébio]]></surname>
<given-names><![CDATA[Rui]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Exército Português Centro de Psicologia Aplicada do Exército Gabinete de Estudos e Formação]]></institution>
<addr-line><![CDATA[Queluz ]]></addr-line>
<country>Portugal</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Exército Português Centro de Psicologia Aplicada do Exército Gabinete de Estudos e Formação]]></institution>
<addr-line><![CDATA[Queluz ]]></addr-line>
<country>Portugal</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Exército Português Centro de Psicologia Aplicada ]]></institution>
<addr-line><![CDATA[Queluz ]]></addr-line>
<country>Portugal</country>
</aff>
<aff id="Af4">
<institution><![CDATA[,Exército Português Centro de Psicologia Aplicada do Exército Gabinete de Estudos e Formação]]></institution>
<addr-line><![CDATA[Queluz ]]></addr-line>
<country>Portugal</country>
</aff>
<aff id="Af5">
<institution><![CDATA[,Exército Português Centro de Psicologia Aplicada do Exército Gabinete de Estudos e Formação]]></institution>
<addr-line><![CDATA[Queluz ]]></addr-line>
<country>Portugal</country>
</aff>
<aff id="Af6">
<institution><![CDATA[,Exército Português Centro de Psicologia Aplicada do Exército Gabinete de Estudos e Formação]]></institution>
<addr-line><![CDATA[Queluz ]]></addr-line>
<country>Portugal</country>
</aff>
<aff id="Af7">
<institution><![CDATA[,Instituto para os Comportamentos Aditivos e as Dependências I.P. - Comissão para a Dissuasão da Toxicodependência de Braga ]]></institution>
<addr-line><![CDATA[Braga ]]></addr-line>
<country>Portugal</country>
</aff>
<aff id="Af8">
<institution><![CDATA[,Exército Português Centro de Psicologia Aplicada do Exército Gabinete de Estudos e Formação]]></institution>
<addr-line><![CDATA[Queluz ]]></addr-line>
<country>Portugal</country>
</aff>
<aff id="Af9">
<institution><![CDATA[,Exército Português Centro de Psicologia Aplicada do Exército Gabinete de Estudos e Formação]]></institution>
<addr-line><![CDATA[Queluz ]]></addr-line>
<country>Portugal</country>
</aff>
<aff id="A10">
<institution><![CDATA[,Exército Português Centro de Psicologia Aplicada do Exército Gabinete de Estudos e Formação]]></institution>
<addr-line><![CDATA[Queluz ]]></addr-line>
<country>Portugal</country>
</aff>
<aff id="A11">
<institution><![CDATA[,Exército Português Centro de Psicologia Aplicada do Exército Gabinete de Estudos e Formação]]></institution>
<addr-line><![CDATA[Queluz ]]></addr-line>
<country>Portugal</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>01</month>
<year>2025</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>01</month>
<year>2025</year>
</pub-date>
<numero>37</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_arttext&amp;pid=S1647-33372025000100204&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_abstract&amp;pid=S1647-33372025000100204&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_pdf&amp;pid=S1647-33372025000100204&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo Inserido desde 2004 no mercado de recrutamento de recursos humanos, o Exército Português tem enfrentado inúmeros desafios na alimentação das suas fileiras nomeadamente na categoria de Praças. A introdução do modelo de profissionalização no ambiente militar impôs desde logo normas que até ao momento eram exclusivas ao Quadro Permanente. Com um diagnóstico já identificado tanto ao nível externo como interno, a quebra acentuada de jovens em concorrer para o Exército encontra-se interligado a uma variedade de condicionantes que são o produto da sociedade atual. A investigação aqui apresentada pertence a um projeto iniciado em 2018, apoiado e financiado pelo Military Academy Research Center, com o objetivo de compreender em profundidade a problemática, focando-se na conceção da &#8220;marca&#8221; do Exército e no seu impacto nos possíveis candidatos ao serviço militar. A investigação focou-se nos jovens inscritos no Instituto de Emprego e Formação Profissional da região de Lisboa, Setúbal e Leiria com idade recrutável. A informação foi recolhida durante o período do COVID-19 (setembro 2020 a abril 2021) tendo sido obtida uma amostra de 210 indivíduos. As conclusões deste estudo apontam para campos de oportunidade que poderão contribuir para o melhoramento da brand do Exército, destacando a importância de ações de comunicação interna e externa alinhadas ao marketing, focadas na perceção positiva junto dos jovens e no fortalecimento da cultura organizacional.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Acting on the general job market since 2004, the Portuguese Army faced innumerable challenges in sustaining its rows, specifically with regard to the category of Privates. The introduction of a professionalized model for these functions imposed right from the beginning norms that, to date, were exclusively applied to permanent positions in military context. With diagnostics already conducted both at the external as well as at the internal level, it is clear that the sharp reduction of young people applying for the Army is related to a variety of conditioning factors that are the product of our current society. The here presented investigation belongs to a project initiated in 2018, supported and financed by the Military Academy Research Center, with the objective to understand in depth the problematic, focusing on the conception of the brand Army and its impact on possible candidates for military service. The study focused on young people of recruitment age registered with governmental employment centers in the regions of Lisbon, Setúbal and Leiria. Data were collected during the period of COVID-19 (September 2020 until April 2021), resulting in a sample of 210 subjects. The conclusions of this study point to areas of opportunity that could contribute to improving the Army&#8217;s brand, highlighting the importance of internal and external communication actions aligned with marketing, focused on positive perception among young people and strengthening organizational culture.]]></p></abstract>
<kwd-group>
<kwd lng="pt"><![CDATA[Exército Português]]></kwd>
<kwd lng="pt"><![CDATA[employer branding]]></kwd>
<kwd lng="pt"><![CDATA[profissionalização do Exército]]></kwd>
<kwd lng="pt"><![CDATA[imagem.]]></kwd>
<kwd lng="en"><![CDATA[Portuguese Army]]></kwd>
<kwd lng="en"><![CDATA[employer branding]]></kwd>
<kwd lng="en"><![CDATA[professionalization of the Army]]></kwd>
<kwd lng="en"><![CDATA[image.]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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