This study explores the labor market in Santa Rosa/RS, seeking to understand the local dynamics and challenges related to talent recruitment and retention. The region faces difficulties in attracting and retaining qualified professionals, which impacts economic and social development. Age diversity also emerges as an important trend, with companies increasingly valuing employees of different age groups. However, retaining younger talent presents additional challenges, given the difference in expectations and interests between generations. The main objective of the study was to identify the factors that hinder the recruitment and retention of talent in the local labor market, in addition to analyzing how these dynamics affect the development of the region. The study aims to provide a foundation for developing strategies that align labor supply and demand, promoting an inclusive and diverse work environment. To achieve the objectives, a descriptive research with a mixed approach was carried out, using questionnaires applied to human resources leaders and interviews with managers of local companies. The analysis included secondary data on the regional labor market and the characteristics of employment opportunities in Santa Rosa, covering economic, social, and organizational conditions. The results show a shortage of qualified professionals, especially in operational and technical positions. The difficulty in attracting young talent stands out as a concern, while companies observe a positive trend in multi-ageism, valuing diversity in age and experience. However, challenges remain in retaining young people, who often seek better conditions and prospects outside the region. Skills such as emotional intelligence, resilience, adaptability, and innovation have been identified as essential for the future. The study concludes that, in order to strengthen the labor market in Santa Rosa, it is essential that companies invest in strategies for appreciation, training and innovation, aligned with the expectations of different age groups. Retention policies that meet the interests of professionals and encourage local permanence are fundamental. These efforts can contribute to a more resilient, competitive, and sustainable development labor market in the region, promoting both economic growth and social well-being.
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