Relationship Between Employer Branding Attributes and Employee Branding Dimensions in Colombian SMEs

Abstract

The objective of this research is to determine the relationship between employer branding attributes and employee branding dimensions in SMEs in Colombia. This study employed a cross-sectional correlational design. Accordingly, a survey was administered to employees from SMEs across different sectors and regions of Colombia, obtaining a total of 1,160 valid responses. Descriptive analyses were performed using SPSS, followed by PLS-SEM to test the proposed theoretical model. The findings reveal that a healthy work environment, training and development, and corporate ethics and responsibility significantly influence the key dimensions of employee branding: Perceived Transformational Leadership, Perceived Internal Communication, Perceived Organizational Support, and Perceived External Prestige. In conclusion, the efforts made by SMEs to build a value proposition based on key employer branding attributes have a significant impact on how employees perceive, internalize, and project the image of their organization.