IMPLEMENTACIÓN DE ESTRATEGIAS DE EMPLOYER BRANDING PARA MEJORAR LA ATRACCIÓN Y RETENCIÓN DE TALENTO HUMANO MEDIANTE EL COMPROMISO ORGANIZACIONAL

Abstract

Having quality human talent contributes to the organizations in the efficient development of their activities. In addition, this condition may persist when said talent is withheld. This phenomenon ensures personal attraction and encourages retention by providing a good projection of their organizational culture. Such considerations are met by correctly applying Employer Branding (EB) strategies that are intended to strengthen the commitment of employees to build a brand for the employer. The investigation revolves around the described phenomenon; it is investigated on a company of elaboration of dermo-cosmetic products in the city of Guayaquil. Thus, it is intended to determine how EB strategies relate to the organizational commitment of employees of a company. The importance of the work lies in the fact that this situation delivers results within the organization by improving the productivity of human resources and processes, while at the same time giving a better image of the company, which becomes more attractive within the company. labor market to attract more competitive human talent. First of all, a bibliographical research is carried out to guide the development of the research, so that a chapter is approached with the methodological construction to achieve the objective. The methodology focuses on non-experimental research, with a quantitative approach with a descriptive and explanatory nature. The theoretical technique considered is hypothetical-deductive while the empirical techniques are the organizational commitment questionnaire by Meyer and Allen (1991) and a syllabus for EB.