Experiencia de marca empleadora en trabajadores de la empresa Tigo en Barranquilla

Currently, more and more organizations are worrying about the internal work environment, specifically in the arduous task of attracting and retaining human talent, making this a key issue for organizational strategy; Taking this into account, organizations have seen in internal marketing, and especially in the concept of employer branding experience, the opportunity to have a differentiating value proposition and thus be more competitive in the labor market. In this regard and considering that in current markets the standards of competitiveness are increasingly higher and more demanding. This study is shown, whose main objective is to analyze the experience of the employer branding in workers of the Tigo company in Barranquilla, based on the theoretical approaches of Ambler, T., & Barrow, S., (1996); Gavilan, D., Avelló, M., & Fernández, S., (2013); and Dolan, Jackson & Schuler, (2007), among others. In other words, to achieve this objective, a review of the literature and studies of high academic impact focused on the variable under study have been carried out. In this sense, this research has an epistemological empirical-inductive approach, with a descriptive, field research, and a quantitative paradigm. As a sample, 107 employees were taken, including administrators, coordinators and sales advisors from the experience centers of the Tigo company in the city of Barranquilla, with the purpose of knowing the level of orientation that they have with the study variable. Throughout the investigation, the data was collected through the application of the instrument with the Likert-type survey technique self-administered by mail, which was previously validated by experts, and its reliability measured (Cronbach Coefficient 0.99). The sources were consulted in high-impact academic databases such as Scopus, Isis, Google Scholar, Emerald and Dialnet. Data were collected and processed using descriptive statistics: averages, relative and absolute frequencies, mode, mean, median, and standard deviation. The results obtained in this research reflect the positive presence of the dimensions, components and attractiveness of the employer branding experience in the employees of the Tigo company in Barranquilla. In general terms, and taking into account the results obtained, it is valid to affirm that 69,8% of employees think that the company is a great place to work, since they know it well, and therefore, the experience of working in it has been satisfactory, which affects their strong interest to continue working within the organization in the long term

• Autores: Tolosa Rada, Jesús; Diaz Miranda, Yiceth
• Fecha de publicación: 2024
• Institución: Corporación Universidad de la Costa
• Repositorio: REDICUC - Repositorio CUC
• Idioma: spa
• OAI Identifier: oai:repositorio.cuc.edu.co:11323/10933
• Acceso en línea: https://hdl.handle.net/11323/10933; https://repositorio.cuc.edu.co
• Palabra clave: Employer brand; Employer brand experience; Dimensions; Strategies; Endomarketing; Marca empleadora; Experiencia de la marca empleadora; Dimensiones; Estrategias; Mercadeo interno
• Rights: openAccess
• License: Atribución-NoComercial-CompartirIgual 4.0 Internacional (CC BY-NC-SA 4.0)