Employer branding: Estudio multinacional sobre la construcción de la marca del empleador

  1. Francisco Blasco
  2. Susana Fernández Lores
  3. Almudena Rodríguez Tarodo
Journal:
Universia Business Review

ISSN: 1698-5117

Year of publication: 2014

Issue: 44

Pages: 34-53

Type: Article

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Abstract

Employer branding is an activity where principles of marketing, in particular the “science of branding”, are applied to human resource activities in relation to current and potential employees. The goal of employer branding is to develop the organization brand toward employees as one of its publics. Today many organizations are recognizing the potential of employer branding and are beginning to implement concrete actions. In this paper we contrast some of the key elements of the employer branding: the transmission of values and benefits of the company to its employees, transmission is made through internal communication mechanisms influencing the increased feeling of belonging to the employer brand. To contrast it presents an empirical study conducted on a sample of 5,203 employees of a multinational company developed banking sector in three countries: Portugal, Argentina and Mexico.

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