Engagement en el lugar de trabajo bajo la mirada del branding.

En un contexto donde existe un problema global por la disminución del talento humano, las organizaciones están buscando estrategias para atraer y retener empleados valiosos, en este sentido para Theurer et al., (2018, p. 155) el Employer Branding se convierte en un proceso útil para dar respuesta a...

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Autores:
Gómez González, Tomás
Tipo de recurso:
Masters Thesis
Fecha de publicación:
2021
Institución:
Colegio de Estudios Superiores de Administración
Repositorio:
Repositorio CESA
Idioma:
spa
OAI Identifier:
oai:repository.cesa.edu.co:10726/4184
Acceso en línea:
http://hdl.handle.net/10726/4184
Palabra clave:
Employer Brand
Employer Branding
Marca empleadora
Employer Engagement
Brand Equity
658.315 Relaciones empleador-empleado
Administración de personal - Investigaciones
Empresas de servicios temporales
Empleados - Aspectos sociales
Marcas de empresas - Aspectos psicológicos
Efectividad organizacional
Rights
License
http://creativecommons.org/licenses/by-nc-nd/4.0/
id CESA2_e90418aeece681bd84840873f68cb916
oai_identifier_str oai:repository.cesa.edu.co:10726/4184
network_acronym_str CESA2
network_name_str Repositorio CESA
repository_id_str
dc.title.spa.fl_str_mv Engagement en el lugar de trabajo bajo la mirada del branding.
title Engagement en el lugar de trabajo bajo la mirada del branding.
spellingShingle Engagement en el lugar de trabajo bajo la mirada del branding.
Employer Brand
Employer Branding
Marca empleadora
Employer Engagement
Brand Equity
658.315 Relaciones empleador-empleado
Administración de personal - Investigaciones
Empresas de servicios temporales
Empleados - Aspectos sociales
Marcas de empresas - Aspectos psicológicos
Efectividad organizacional
title_short Engagement en el lugar de trabajo bajo la mirada del branding.
title_full Engagement en el lugar de trabajo bajo la mirada del branding.
title_fullStr Engagement en el lugar de trabajo bajo la mirada del branding.
title_full_unstemmed Engagement en el lugar de trabajo bajo la mirada del branding.
title_sort Engagement en el lugar de trabajo bajo la mirada del branding.
dc.creator.fl_str_mv Gómez González, Tomás
dc.contributor.advisor.spa.fl_str_mv van der Woude, David
dc.contributor.author.spa.fl_str_mv Gómez González, Tomás
dc.contributor.orcid.none.fl_str_mv van der Woude, David [0000-0003-1682-9481]
dc.contributor.scopus.none.fl_str_mv van der Woude, David [57204114134]
dc.subject.spa.fl_str_mv Employer Brand
Employer Branding
Marca empleadora
Employer Engagement
Brand Equity
topic Employer Brand
Employer Branding
Marca empleadora
Employer Engagement
Brand Equity
658.315 Relaciones empleador-empleado
Administración de personal - Investigaciones
Empresas de servicios temporales
Empleados - Aspectos sociales
Marcas de empresas - Aspectos psicológicos
Efectividad organizacional
dc.subject.ddc.spa.fl_str_mv 658.315 Relaciones empleador-empleado
dc.subject.lemb.spa.fl_str_mv Administración de personal - Investigaciones
Empresas de servicios temporales
Empleados - Aspectos sociales
Marcas de empresas - Aspectos psicológicos
Efectividad organizacional
description En un contexto donde existe un problema global por la disminución del talento humano, las organizaciones están buscando estrategias para atraer y retener empleados valiosos, en este sentido para Theurer et al., (2018, p. 155) el Employer Branding se convierte en un proceso útil para dar respuesta a los retos actuales de atracción y retención de talento. El Employer Brand involucra y promociona una visión clara de lo que hace la organización diferente y deseable como empleador, además de mantener a los empleados actuales activos y conscientes de la propuesta de valor de la firma y de los beneficios de tener compromiso para con la organización (Backhaus & Tikoo, 2004, p. 502; Hughes & Rog, 2008, p. 753). La presente investigación se basa en el proceso de Brand Equity que utilizó BareketBojmel (2019, p. 820) para medir la incidencia de la marca empleadora en el desempeño de los empleados, la cual, a través de una adecuada gestión, puede contribuir a mejorar la satisfacción, identificación, compromiso, lealtad y desempeño de los empleados. El modelo se afinó para medir el desempeño de la marca empleadora en una institución de educación superior de Bogotá, Colombia. Allí se pudo determinar que una adecuada gestión de marca contribuye a mejorar el compromiso y el apego actitudinal de los empleados con la organización.
publishDate 2021
dc.date.accessioned.none.fl_str_mv 2021-07-28T20:33:47Z
dc.date.available.none.fl_str_mv 2021-07-28T20:33:47Z
dc.date.created.none.fl_str_mv 2021-07-16
dc.type.version.none.fl_str_mv info:eu-repo/semantics/acceptedVersion
dc.type.local.spa.fl_str_mv Tesis/Trabajo de grado - Monografía – Maestría
dc.type.coar.none.fl_str_mv http://purl.org/coar/resource_type/c_bdcc
dc.type.driver.none.fl_str_mv info:eu-repo/semantics/masterThesis
dc.type.redcol.none.fl_str_mv http://purl.org/redcol/resource_type/TM
format http://purl.org/coar/resource_type/c_bdcc
status_str acceptedVersion
dc.identifier.uri.none.fl_str_mv http://hdl.handle.net/10726/4184
dc.identifier.local.spa.fl_str_mv MDM / G633e 2021
dc.identifier.instname.spa.fl_str_mv instname:Colegio de Estudios Superiores de Administración - CESA
dc.identifier.reponame.spa.fl_str_mv reponame:Repositorio Colegio de Estudio Superiores de Administración (CESA)
dc.identifier.repourl.none.fl_str_mv repourl:https://repository.cesa.edu.co/
url http://hdl.handle.net/10726/4184
identifier_str_mv MDM / G633e 2021
instname:Colegio de Estudios Superiores de Administración - CESA
reponame:Repositorio Colegio de Estudio Superiores de Administración (CESA)
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dc.language.iso.none.fl_str_mv spa
language spa
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spelling van der Woude, David1354acd5-74ad-4043-a864-aa08ff05fd72600Gómez González, Tomásd7528d2a-888e-4d24-a131-c3fc459accf6van der Woude, David [0000-0003-1682-9481]van der Woude, David [57204114134]Bogotá, D.C. - Colombia20202021-07-28T20:33:47Z2021-07-28T20:33:47Z2021-07-16http://hdl.handle.net/10726/4184MDM / G633e 2021instname:Colegio de Estudios Superiores de Administración - CESAreponame:Repositorio Colegio de Estudio Superiores de Administración (CESA)repourl:https://repository.cesa.edu.co/En un contexto donde existe un problema global por la disminución del talento humano, las organizaciones están buscando estrategias para atraer y retener empleados valiosos, en este sentido para Theurer et al., (2018, p. 155) el Employer Branding se convierte en un proceso útil para dar respuesta a los retos actuales de atracción y retención de talento. El Employer Brand involucra y promociona una visión clara de lo que hace la organización diferente y deseable como empleador, además de mantener a los empleados actuales activos y conscientes de la propuesta de valor de la firma y de los beneficios de tener compromiso para con la organización (Backhaus & Tikoo, 2004, p. 502; Hughes & Rog, 2008, p. 753). La presente investigación se basa en el proceso de Brand Equity que utilizó BareketBojmel (2019, p. 820) para medir la incidencia de la marca empleadora en el desempeño de los empleados, la cual, a través de una adecuada gestión, puede contribuir a mejorar la satisfacción, identificación, compromiso, lealtad y desempeño de los empleados. El modelo se afinó para medir el desempeño de la marca empleadora en una institución de educación superior de Bogotá, Colombia. Allí se pudo determinar que una adecuada gestión de marca contribuye a mejorar el compromiso y el apego actitudinal de los empleados con la organización.Estado del arte ; Marco teórico ; Metodología de la investigación ; Análisis de datos representativos de la investigación ; Conclusiones y recomendaciones.Magíster en Dirección de Marketing, CESA.147 páginasapplication/pdfspahttp://creativecommons.org/licenses/by-nc-nd/4.0/Abierto (Texto Completo)Attribution-NonCommercial-NoDerivatives 4.0 Internationalhttp://purl.org/coar/access_right/c_abf2Employer BrandEmployer BrandingMarca empleadoraEmployer EngagementBrand Equity658.315 Relaciones empleador-empleadoAdministración de personal - InvestigacionesEmpresas de servicios temporalesEmpleados - Aspectos socialesMarcas de empresas - Aspectos psicológicosEfectividad organizacionalEngagement en el lugar de trabajo bajo la mirada del branding.info:eu-repo/semantics/acceptedVersionTesis/Trabajo de grado - Monografía – Maestríahttp://purl.org/coar/resource_type/c_bdccinfo:eu-repo/semantics/masterThesishttp://purl.org/redcol/resource_type/TMAaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. Free Press ; Maxwell Macmillan Canada ; Maxwell Macmillan International.Ahmad, R., & Islam, T. (2018). Relationships between Corporate Social Responsibility, Work Engagement and Organizational Commitment: Explanatory Role of Organizational Identification. Journal of Behavioural Sciences, 28(2), 112-130. a9h.Ahmed, P. K., Rafiq, M., & Saad, N. M. (2003). Internal marketing and the mediating role of organisational competencies. European Journal of Marketing, 37(9), 1221-1241. https://doi.org/10.1108/03090560310486960Álvarez Marañón, G. (2012). El arte de presentar: Cómo planificar, estructurar, diseñar y exponer presentaciones (8.a ed.). Grupo Planeta Spain. https://www.overdrive.com/search?q=83610EC4-D968-4D2D-AF13-D932B28DFF94Alvarez-Milán, A., Felix, R., Rauschnabel, P. A., & Hinsch, C. (2018). Strategic customer engagement marketing: A decision making framework. Journal of Business Research, 92, 61-70. https://doi.org/10.1016/j.jbusres.2018.07.017Alvi, A. K., Jawaid, A., Kaur, P., Safdar, U., & Yawar, R. B. (2020). Relationship between Organizational Benefits and Employee Job Engagement. European Online Journal of Natural and Social Sciences 2020, 9(2), 339-350.Ambler, T., & Barrow, S. (1996). The employer brand. Journal of Brand Management, 4(3), 185-206. https://doi.org/10.1057/bm.1996.42Anguita, J. C. (2002). La encuesta como técnica de investigación. Elaboración de cuestionarios y tratamiento estadístico de los datos (I). 143-162Armstrong, G., & Kotler, P. (2013). Fundamentos de marketing: Decimoprimera edición. Pearson Educación de MéxicoBackhaus, K., & Tikoo, S. (2004). Conceptualizing and researching employer branding. Career Development International, 9(5), 501-517. https://doi.org/10.1108/13620430410550754Bareket-Bojmel, L. (2019). The brand is my workplace. 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The IABC handbook of organizational communication: A guide to internal communication, public relations, marketing and leadership (Vol. 2). John Wiley & Sons.Gutierrez, A. (2020). Proceso de certificación Great Place to Work®. Great Place to Work. https://www.greatplacetowork.com.co/es/certificacionHarter, J. (2018, agosto 26). Employee Engagement on the Rise in the U.S. Gallup.Com. https://news.gallup.com/poll/241649/employee engagement-rise.aspxHarter, J. K., Schmidtr, F. L.-, Agrawal, S., Plowman, S. K., & Blue, A. (2016). Gallup Q12® MetaAnalysis Report. Gallup.Com, 9, 40.Hernández Sampieri, R., Fernández Collado, C., Baptista Lucio, P., Méndez Valencia, S., & Mendoza Torres, C. P. (2014). Metodología de la investigación. McGrawHill.Heskett, J. l., Jones, T. o., Loveman, G. w., Sasser, W. e., & Schlesinger, L. a. (2008). Putting the Service-Profit Chain to Work. HARVARD BUSINESS REVIEW, 7/8, 118.Hollebeek, L. D. (2011). 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Journal of Management, 17(3), 601-617. https://doi.org/10.1177/014920639101700305Colegio de Estudios Superiores de Administración - CESALICENSElicense.txtlicense.txttext/plain; charset=utf-81872https://repository.cesa.edu.co/bitstream/10726/4184/6/license.txta9bdfa4f42f8a75ea7845ba5df7e9040MD56restricted accessDA_1037590103_2021_1.pdfDA_1037590103_2021_1.pdfapplication/pdf1483220https://repository.cesa.edu.co/bitstream/10726/4184/11/DA_1037590103_2021_1.pdf890562f9ae1bb29fb614cdaa7b84d40eMD511restricted accessTHUMBNAILMDM_1037590103_2021_1.pdf.jpgMDM_1037590103_2021_1.pdf.jpgIM Thumbnailimage/jpeg4818https://repository.cesa.edu.co/bitstream/10726/4184/9/MDM_1037590103_2021_1.pdf.jpg840089eac25e27c8088a630fe26d5bf8MD59open accessDA_1037590103_2021_1.pdf.jpgDA_1037590103_2021_1.pdf.jpgIM Thumbnailimage/jpeg8592https://repository.cesa.edu.co/bitstream/10726/4184/10/DA_1037590103_2021_1.pdf.jpg56902680c3f22ef0d2a67ea684ef4f4eMD510open accessORIGINALMDM_1037590103_2021_1.pdfMDM_1037590103_2021_1.pdfapplication/pdf1960765https://repository.cesa.edu.co/bitstream/10726/4184/7/MDM_1037590103_2021_1.pdfbcbd35c1b6277adf33ad74cca0252397MD57open access10726/4184oai:repository.cesa.edu.co:10726/41842023-07-24 09:12:32.536open accessBiblioteca Digital - CESAbiblioteca@cesa.edu.co

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