Employer branding in the context of attracting human talent and marketing strategies
DOI:
https://doi.org/10.56880/experior42.1Keywords:
talent attraction, organizational commitment, corporate image management, employer brand, talent retentionAbstract
In order to identify the relationship between employer brand perception and organizational commitment, a quantitative and correlational study was conducted, analyzing the opinions of marketing and human resources students from the Marketing School of the San Miguelito Regional University Center. The selected sample was 70 students, using a non-probabilistic convenience sampling, on the importance of the employer brand in attracting talent and its relationship with marketing strategies. Results show a positive correlation between the favorable perception of the employer brand and greater employee commitment, showing the need for organizations to strategically manage their image to strengthen the recruitment and loyalty of their human capital. Obstacles in the implementation of the employer brand were also identified, and future research is suggested that consider sociodemographic variables to expand the results of the analysis regarding this topic.
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