Experiencia de marca empleadora como herramienta para desarrollar el compromiso emocional en los trabajadores de la empresa Dolmen en Barranquilla

There are currently few companies that perform an analysis of the employer brand as a viable option for the retention and capture of human capital considering that in today's markets the standards of competitiveness are high and demanding every day, this is how this article seeks to analyze the experience of the employer brand as a tool to develop emotional commitment in workers at Dolmen in Barranquilla. To achieve this objective, an in-depth documentary review of secondary sources has been initially carried out, followed by a descriptive, non-experimental, transectional and field research design with a quantitative approach. 23 employees of administrative and operational areas of the Dolmen company were taken as a sample, in order to explore and know the level of orientation they have regarding the study variables. Throughout the investigation the data were collected through the e-questionnaire instrument which was previously published and validated. The sources and data were collected in high-impact academic databases such as Scopus, Isis, Google Scholar, Emerald and Dialnet, in total 81 articles were used as theoretical bases of the study. The data obtained in this investigation reflect the low application and development of employer brand strategies towards the employees of the Dolmen company, however it is evidenced how the employee-brand communication and connection is high and taken into account as the primary element of the Employer Brand , it is considered necessary to adopt and adapt tools that enhance the application of the employer brand and emotional commitment through incentives and motivation to employees, tools that will allow the achievement of corporate objectives and in turn be considered as that attractive and Employee focus.

• Autores: Andrade Polo, Eileen; Coronell Avendaño, Sheila María
• Tipo de recurso: Trabajo de grado de pregrado
• Fecha de publicación: 2019
• Institución: Corporación Universidad de la Costa
• Repositorio: REDICUC - Repositorio CUC
• Idioma: spa
• OAI Identifier: oai:repositorio.cuc.edu.co:11323/5296
• Acceso en línea: https://hdl.handle.net/11323/5296; https://repositorio.cuc.edu.co/
• Palabra clave: Experiencia de la marca empleadora; Compromiso emocional; Estrategias; Mercadeo; Dimensiones; Employer brand experience; Emotional commitment; Dimensions; Marketing; Strategies
• Rights: openAccess
• License: http://creativecommons.org/licenses/by-nc-sa/4.0/