Relación entre los atributos de marca empleadora y las dimensiones de marca de empleado en las pymes colombianas
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https://doi.org/10.18041/1900-3803/entramado.2.13508Palabras clave:
Marca de empleado, Marca de empresa, Gestión de recursos humanos, Marketing interno, Pequeñas y medianas empresasResumen
El objetivo de esta investigación es determinar la relación entre los atributos de la marca empleadora y las dimensiones de la marca de empleado en las pymes de Colombia. Este estudio empleó un diseño correlacional de corte transversal. En consecuencia, se aplicó una encuesta a empleados de pymes de diferentes sectores y regiones de Colombia, obteniendo un total de 1.160 respuestas válidas. Se realizaron análisis descriptivos con SPSS, seguidos de un modelo de ecuaciones estructurales mediante mínimos cuadrados parciales (PLS-SEM) para contrastar el modelo teórico propuesto. Los hallazgos revelan que el ambiente de trabajo saludable, la capacitación y el desarrollo, y la ética y la responsabilidad corporativa influyen significativamente en las dimensiones clave de la marca de empleado: Liderazgo Transformacional Percibido, Comunicación Interna Percibida, Apoyo Organizacional Percibido y Prestigio Externo Percibido. En conclusión, los esfuerzos realizados por las pymes para construir una propuesta de valor basada en atributos clave de marca empleadora tienen un impacto significativo en cómo los empleados perciben, internalizan y proyectan la imagen de su organización.
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