Engagement en el lugar de trabajo bajo la mirada del branding.

dc.contributorvan der Woude, David
dc.contributorvan der Woude, David [0000-0003-1682-9481]
dc.contributorvan der Woude, David [57204114134]
dc.creatorGómez González, Tomás
dc.date2021-07-28T20:33:47Z
dc.date2021-07-28T20:33:47Z
dc.date2021-07-16
dc.date.accessioned2023-08-29T19:17:44Z
dc.date.available2023-08-29T19:17:44Z
dc.identifierhttp://hdl.handle.net/10726/4184
dc.identifierMDM / G633e 2021
dc.identifierinstname:Colegio de Estudios Superiores de Administración - CESA
dc.identifierreponame:Repositorio Colegio de Estudio Superiores de Administración (CESA)
dc.identifierrepourl:https://repository.cesa.edu.co/
dc.identifier.urihttps://repositorioslatinoamericanos.uchile.cl/handle/2250/8516735
dc.descriptionEn un contexto donde existe un problema global por la disminución del talento humano, las organizaciones están buscando estrategias para atraer y retener empleados valiosos, en este sentido para Theurer et al., (2018, p. 155) el Employer Branding se convierte en un proceso útil para dar respuesta a los retos actuales de atracción y retención de talento. El Employer Brand involucra y promociona una visión clara de lo que hace la organización diferente y deseable como empleador, además de mantener a los empleados actuales activos y conscientes de la propuesta de valor de la firma y de los beneficios de tener compromiso para con la organización (Backhaus & Tikoo, 2004, p. 502; Hughes & Rog, 2008, p. 753). La presente investigación se basa en el proceso de Brand Equity que utilizó BareketBojmel (2019, p. 820) para medir la incidencia de la marca empleadora en el desempeño de los empleados, la cual, a través de una adecuada gestión, puede contribuir a mejorar la satisfacción, identificación, compromiso, lealtad y desempeño de los empleados. El modelo se afinó para medir el desempeño de la marca empleadora en una institución de educación superior de Bogotá, Colombia. Allí se pudo determinar que una adecuada gestión de marca contribuye a mejorar el compromiso y el apego actitudinal de los empleados con la organización.
dc.descriptionEstado del arte ; Marco teórico ; Metodología de la investigación ; Análisis de datos representativos de la investigación ; Conclusiones y recomendaciones.
dc.descriptionMagíster en Dirección de Marketing, CESA.
dc.format147 páginas
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dc.languagespa
dc.publisherColegio de Estudios Superiores de Administración - CESA
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dc.rightshttp://creativecommons.org/licenses/by-nc-nd/4.0/
dc.rightsinfo:eu-repo/semantics/openAccess
dc.rightsAbierto (Texto Completo)
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International
dc.subjectEmployer Brand
dc.subjectEmployer Branding
dc.subjectMarca empleadora
dc.subjectEmployer Engagement
dc.subjectBrand Equity
dc.subject658.315 Relaciones empleador-empleado
dc.subjectAdministración de personal - Investigaciones
dc.subjectEmpresas de servicios temporales
dc.subjectEmpleados - Aspectos sociales
dc.subjectMarcas de empresas - Aspectos psicológicos
dc.subjectEfectividad organizacional
dc.titleEngagement en el lugar de trabajo bajo la mirada del branding.
dc.typeinfo:eu-repo/semantics/acceptedVersion
dc.typeTesis/Trabajo de grado - Caso de estudio - Maestría
dc.typehttp://purl.org/coar/resource_type/c_bdcc
dc.typeinfo:eu-repo/semantics/masterThesis
dc.typehttp://purl.org/redcol/resource_type/TM
dc.typehttp://purl.org/coar/version/c_ab4af688f83e57aa
dc.coverageBogotá, D.C. - Colombia
dc.coverage2020


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