Relationship Between Employer Branding Attributes and Employee Branding Dimensions in Colombian SMEs
DOI:
https://doi.org/10.18041/1900-3803/entramado.2.13508Palavras-chave:
Employee Branding, Employer Branding, Human Resource Management, Internal Marketing, Small And Medium-Sized EnterprisesResumo
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.
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