RT Journal Article
T1 18 años de Employer branding: hacia una definición más precisa
T2 18 Years of Employer Branding: Towards a More Precise Definition
A1 Fernandez Lores, Susana
A1 Avello Iturriagagoitia, María
A1 Gavilán Bouzas, Diana
AB El presente artículo hace una completa revisión bibliográfica de lo que es la ultimísima extensión del fenómeno de las marcas: el employer branding, o lo que es lo mismo, la utilización de las marcas en el ámbito laboral y su aplicación a la gestión del talento en las compañías. Este planteamiento,-traducio al español como marca empleadora o estrategias de marca del empleador-,  va más alla de la comunición interna convencional, ya que propone la gestión de la marca como un valor estratégico para la organización en el mercado del talento, con implicaciones tanto a nivel interno como externo.Durante la realización de este estudio se han revisado más de setenta artículos publicados desde la década de los 90 hasta la actualidad, en los principales journals internaciones de marketing, branding y management, en su mayoría de origen americano o europeo. Así mismo, también se incorporan, aunque en menor medida, ponencias en congresos, tesis doctorales y libros. Tras plantear el tema de estudio en un primer apartado el trabajo presenta, en un segundo punto, una detallada revisión de los dos enfoques encontrados en la literatura sobre este fenómeno (internal branding vs employer branding) incluyendo sus definiciones junto con una recopilación de los estudios más relevantes. A continuación, se repasan las principales conceptualizaciones del término y se analizan los modelos ya publicados por diferentes autores europeos y norteamericanos. En el cuarto apartado, se describen las aportaciones que la implantación de este tipo de estrategias de marca supone para las organizaciones.Para finalizar, las autoras presentan las conclusiones extraidas de todo el trabajo de investigación realizado asi como su propia conceptualización de employer branding, principales recomendaciones y futuras líneas de actuación.
AB This article presents a bibliographic review of the latest extension to the branding phenomenon: ‘employer branding’, which consists in the use of brands in the work environment and their application in talent management in companies. Employer branding goes beyond conventional internal communication since it proposes brand management as a strategic value for the organization of the talent market, with implications at both internal and external level.For this research over sixty articles have been examined. The articles have been published from the nineties to the present date in the main international marketing, branding and management journals, mainly from Europe or America. Even though at a smaller scale, conferencepapers, doctoral theses and books have also been studied.After introducing the subject of study in the first part, a second part presents a detailed revision of the two perspectives found in the literature on this phenomenon (internal branding vs employer branding), including their definitions together with a compilation of the mostrelevant studies. The main conceptualizations of the term and the models already published by various European and American authors are then analysed. A fourth section describes the implications that the implementation of this type of branding strategies involve for organizations.To conclude, the authors present the conclusions drawn from the research work carried out and their own conceptualization of “employer branding”, main recommendations and future lines of action.
PB Esic Editorial
SN 1889-7304
YR 2014
FD 2014-07
LK https://hdl.handle.net/20.500.14352/35043
UL https://hdl.handle.net/20.500.14352/35043
LA spa
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RD 27 abr 2024