Employer brandingla experiencia de la marca empleadora y su efecto sobre el compromiso afectivo

  1. Gavilán Bouzas, Diana
  2. Avello Iturriagagoitia, Maria
  3. Fernández Lores, Susana
Revista:
aDResearch: Revista Internacional de Investigación en Comunicación

ISSN: 1889-7304

Año de publicación: 2013

Número: 7

Páginas: 58-75

Tipo: Artículo

DOI: 10.7263/ADRESIC-007-04 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Otras publicaciones en: aDResearch: Revista Internacional de Investigación en Comunicación

Resumen

En las dos últimas décadas, la importancia de la relación empleado-organización no ha dejado de aumentar. Este hecho ha impulsado la aplicación de los principios de marketing a la dirección de recursos humanos creando el cuerpo teórico del employer branding, cuyos objetivos prioritarios son atraer talento hacia la organización y comprometerlo. Diversos factores se han manifestado capaces de contribuir al compromiso con la marca. La presente investigación explora el concepto de experiencia de la marca empleadora y su impacto en el compromiso afectivo. Se propone una estructura tridimensional de la experiencia de la marca empleadora compuesta por la experiencia sensorial, la emocional y la intelectual, análoga a la experiencia de la marca comercial. Los resultados, obtenidos a través una muestra de empleados pertenecientes a diversos sectores y situaciones profesionales, ponen de manifiesto el impacto positivo de las tres formas experienciales descritas sobre el compromiso afectivo. Una experiencia positiva con la marca empleadora es importante para que el empleado desarrolle compromiso afectivo hacia ésta.

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