Publication: La marca empleador en la administración pública de Ecuador: análisis del concepto y medición de su valor
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2021-03-02
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Universidad Complutense de Madrid
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Abstract
Esta investigación doctoral se centra en el estudio teórico y práctico del recurso intangible marca empleador aplicado a la administración pública de Ecuador. El objeto se encuentra en la intersección de diferentes áreas de investigación como son la Comunicación de las Organizaciones, la Comunicación Política, los Estudios de Administración Pública, el Marketing y la Gestión de Talento Humano. La marca empleador, como recurso intangible, está muy presente en las instituciones gubernamentales debido a su naturaleza de gestión. Mientras que en el sector privado prima el valor de mercado y la necesidad de obtener beneficios, el sector público, orientado al valor que aporta a la sociedad, se caracteriza por tener unos objetivos variados, no necesariamente monetarios (Borseková, Petríková & Pevcin, 2013). Para poder cumplir con sus objetivos, la administración pública debe ser capaz de atraer, motivar y retener al mejor talento, y en este sentido, compite con el sector privado en el mercado laboral de cada país. La presente investigación trabaja con la hipótesis de que para lograr tal fin la marca empleador puede ser un recurso intangible de ayuda para la gestión en el sector público, y con apoyo en una revisión completa de la literatura al respecto, propone un indicador de medición que aplica a Ecuador...
This doctoral research focuses on the theoretical and practical study of the intangible resource “employer brand” applied to the public administration of Ecuador. The subject of this investigation is related with different research areas such as Communication of Organizations, Political Communication, Public Administration, Marketing and Human Talent Management.The employer brand, as an intangible resource, is very present in the government institutions due to the very nature of its management. While in the private sector the increase of market value and the need to gain benefits prevail, the public sector, oriented to provide value to society, has more varied objectives, not necessarily monetary (Borseková, Petríková & Pevcin, 2013). In order to achieve its objectives, the public administration must be able to attract, motivate and retain the best talent, and in this sense, it competes against the private sector in the labor market of each country. This investigation is based on the hypothesis that the employer brand is an intangible resource that supports public administration management and according to a complete review of the literature, the author proposes an indicator to measure its value in Ecuador...
This doctoral research focuses on the theoretical and practical study of the intangible resource “employer brand” applied to the public administration of Ecuador. The subject of this investigation is related with different research areas such as Communication of Organizations, Political Communication, Public Administration, Marketing and Human Talent Management.The employer brand, as an intangible resource, is very present in the government institutions due to the very nature of its management. While in the private sector the increase of market value and the need to gain benefits prevail, the public sector, oriented to provide value to society, has more varied objectives, not necessarily monetary (Borseková, Petríková & Pevcin, 2013). In order to achieve its objectives, the public administration must be able to attract, motivate and retain the best talent, and in this sense, it competes against the private sector in the labor market of each country. This investigation is based on the hypothesis that the employer brand is an intangible resource that supports public administration management and according to a complete review of the literature, the author proposes an indicator to measure its value in Ecuador...
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, leída el 1-12-2020