Employer branding su abordaje en Iberoamérica: Tendencias a partir de un análisis bibliométrico
Palabras clave:
employer branding, valor de marca, atractivo de marca, Iberoamérica
Resumen
Atraer y retener a los mejores talentos, es para las organizaciones de interés, por los beneficios que obtienen en cuanto a imagen, reputación y sostenibilidad. Así, surge el employer branding que, a través de la aplicación de técnicas de marketing al campo de los Recursos Humanos, permite a las empresas forjar su marca como las más deseables para trabajar, convirtiéndose, en una ventaja competitiva. Este estudio presenta una mirada del desarrollo de la investigación sobre employer branding. Metodológicamente asume un enfoque cualitativo, que parte de una revisión bibliográfica profunda, que muestra los caminos recorridos sobre la temática. Se explora en la base de datos scopus la producción científica de los últimos 10 años en Iberoamérica. Los resultados muestran dos momentos: 1) el contexto en el que nace el estudio de la temática, los principales investigadores y aportaciones científicas relevantes; 2) el estudio de la temática en Iberoamérica, principales líneas de investigación y producción científica de alto impacto.
Citas
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Dabirian, A., Kietzmann, J., & Diba, H. (2017). A great place to work!? Understanding crowdsourced employer branding. Business horizons, 60(2), 197-205.
De la Rosa-Navarro, D., Díaz-Fernández, M., y Lopez-Cabrales, A. (2020). Disentangling the strength of the HRM system: effects on employees reactions. Employee Relations, 42(2), 281-299. https://doi.org/10.1108/ER-12-2018-0322
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Fernández-Lores, S., Avello, M., Gavilan, D., & Blasco, F. (2014). 18 años de Employer Branding hacia una definición más precisa. AD research, 10(10), 32–51. https://doi.org/10.7263/adresic-010-02
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Foster, C., Punjaisri, K., y Cheng, R. (2010). Exploring the relationship between corporate, internal and employer branding. Journal of Product & Brand Management, 19(6), 401-409. https://doi.org/10.1108/10610421011085712
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Publicado
2024-01-15
Cómo citar
Duque-Rengel, V. K., Túñez-López, J. M., & Mazza, B. (2024). Employer branding su abordaje en Iberoamérica: Tendencias a partir de un análisis bibliométrico. Revista Venezolana De Gerencia, 29(105), 141-159. https://doi.org/10.52080/rvgluz.29.105.10
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