Employer branding: una experiencia comparativa en organizaciones e investigadores
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Fecha
2022
Autores
Arroyo Rodríguez, Stephane
Villarreal Abreo, Camilo Andrés
González Martínez, Alba Rosa
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Editor
Ediciones Universidad Simón Bolívar
Facultad de Administración y Negocios
Facultad de Administración y Negocios
Resumen
Este estudio examina el efecto de la marca del empleador en y su correlación con el sentido de pertenencia de los empleados mediante la aplicación de la teoría de la congruencia de valores, con el objetivo de Identificar los atributos de las empresas que potencialicen su posicionamiento en el sector empresarial. Para el estudio se realizó una revisión bibliográfica de 110 artículos publicados en la base de datos Scopus utilizando como fórmula de búsqueda el termino Employer Branding, en la categoría de negocios, con el propósito de conocer el estado del arte del tema objeto de estudio. Para efectos de este estudio, Employer Branding se define como la acción que realiza una empresa para gestionar su marca como empleador, a partir de la aplicación de las técnicas del marketing al mercado laboral con el objetivo de atraer el target de empleados que el empleador requiere, Los resultados muestran que la dimensión económica, dentro del posicionamiento de la marca empleadora no constituyen un elemento definitivo para la formación del posicionamiento de marca como un buen lugar para trabajar, si bien los valores económicos influyen
positivamente, se complementan con otros elementos psico sociales, como el desarrollo del empleado, el nivel de tecnología de la organización y la autogestión, tienen un gran impacto en el employer branding, en conclusión se considera que las organizaciones por medio de la tecnología, la planificación del trabajo y valores corporativos, así como el modelo negocio contribuyen a fomentar el atractivo como un buen lugar para trabajar.
This study examines the effect of the employer brand on and its correlation with the sense of belonging of employees through the application of the theory of value congruence, with the aim of identifying the attributes of companies that enhance their positioning in the business sector. For the study, a bibliographic review of 110 articles published in the Scopus database was carried out using as a search formula the term Employer Branding, in the business category, in order to know the state of the art of the subject under study. For the purposes of this study, Employer Branding is defined as the action taken by a company to manage its brand as an employer, from the application of marketing techniques to the labor market with the aim of attracting the target of employees that the employer requires, The results show that the economic dimension, within the positioning of the employer brand do not constitute a definitive element for the formation of brand positioning as A good place to work, although economic values influence positively, are complemented by other psychosocial elements, such as employee development, the level of technology of the organization and self-management, have a great impact on employer branding, in conclusion it is considered that organizations through technology, work planning and corporate values, as well as the business model contribute to fostering attractiveness as a good place to work.
This study examines the effect of the employer brand on and its correlation with the sense of belonging of employees through the application of the theory of value congruence, with the aim of identifying the attributes of companies that enhance their positioning in the business sector. For the study, a bibliographic review of 110 articles published in the Scopus database was carried out using as a search formula the term Employer Branding, in the business category, in order to know the state of the art of the subject under study. For the purposes of this study, Employer Branding is defined as the action taken by a company to manage its brand as an employer, from the application of marketing techniques to the labor market with the aim of attracting the target of employees that the employer requires, The results show that the economic dimension, within the positioning of the employer brand do not constitute a definitive element for the formation of brand positioning as A good place to work, although economic values influence positively, are complemented by other psychosocial elements, such as employee development, the level of technology of the organization and self-management, have a great impact on employer branding, in conclusion it is considered that organizations through technology, work planning and corporate values, as well as the business model contribute to fostering attractiveness as a good place to work.
Descripción
Palabras clave
Employer Branding, Talento humano, Mercadeo, Human talent, Marketing
