Publication: Employer Brand Attraction: factores para captar talento
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2011
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Aedemo
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Una marca empleadora sólida comienza por atraer talento. Ser capaces de atraer a los mejores, a los más brillantes, y a quienes tengan mayor capacidad para integrarse en la organización es el primer paso para lograr uno de los objetivo de la marca empleadora. Por este motivo interesa conocer desde la perspectiva de los candidatos ¿cuáles son los atributos que dotan de atractivo a una marca empleadora? En esta investigación se exploran cuáles son los factores que mejor explican el atractivo de las marcas empleadoras entre los recién licenciados españoles, un segmento especialmente interesante para las organizaciones.
Partiendo de un enfoque tridimensional del concepto de atractivo –conocimiento de la marca, atributos de su imagen y la expectativa de vivir determinadas experiencias laborales con la futura marca empleadora– diseñamos un cuestionario que recogía un conjunto de ítems basados en la literatura. Un análisis factorial exploratorio reveló los factores subyacentes a cada dimensión. Se concluye que para el perfil de candidatos estudiado, una marca empleadora es atractiva si también lo es comercialmente, si proyecta una imagen humanizada y promete una experiencia laboral estimulante.
A solid employer brand starts by attracting talent. Being able to attract the best minds, the brightest candidates, and those with the highest ability to fully integrate in the organization is the first step to achieve the objective of employer branding. For this reason it is interesting to know which attributes contribute to perceive an employer brand as attractive, from the candidate´s perspective. This paper explores the factors that better explain the employer brand attractiveness among the Spanish recent graduates, a segment of special interest for organizations. Based on a three-dimensional approach of the concept attraction - brand knowledge, attributes of image and the expectation of living certain experiences when joining the employer brand- we designed a questionnaire containing a set of items based in existing literature. An exploratory factor analysis revealed the underlying factors of each dimension. We conclude that for the studied profile of candidates an employer brand is attractive if it is as well attractive from a commercial point of view, if it projects a humanized face and promises a stimulant labor experience.
A solid employer brand starts by attracting talent. Being able to attract the best minds, the brightest candidates, and those with the highest ability to fully integrate in the organization is the first step to achieve the objective of employer branding. For this reason it is interesting to know which attributes contribute to perceive an employer brand as attractive, from the candidate´s perspective. This paper explores the factors that better explain the employer brand attractiveness among the Spanish recent graduates, a segment of special interest for organizations. Based on a three-dimensional approach of the concept attraction - brand knowledge, attributes of image and the expectation of living certain experiences when joining the employer brand- we designed a questionnaire containing a set of items based in existing literature. An exploratory factor analysis revealed the underlying factors of each dimension. We conclude that for the studied profile of candidates an employer brand is attractive if it is as well attractive from a commercial point of view, if it projects a humanized face and promises a stimulant labor experience.
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