una visión de employer branding a través de top employers y great place to work

Abstract

[ES] La gestión de recursos humanos proporciona diversas prácticas cada vez más presentes en nuestro país tendentes a atraer y retener el talento, de tal forma que se genere en esas empresas una marca de buen empleador (employer branding). La tendencia employer branding supone la aplicación del marketing al interior de la organización empresarial cuya función corresponde al departamento de recursos humanos. El desarrollo de este fenómeno ha permitido la aparición de organizaciones cuya labor consiste en reconocer a aquellas empresas que practican employer branding y que serán objeto de estudio en el presente trabajo: Top Employers y Great Place to Work.

[EN]The management of the human resources provides several practices increasingly present in our country leading to attract and retain the talent, so that the well-known employer brand is generated in those businesses. The trend employer branding involves the enforcement of the marketing inside the business organization which performance belongs to the human resources department. The development of this phenomenon has allowed the appearance of organizations which work lies in recognizing those businesses that practice employer branding and these businesses will be the subject of study in this work: Top Employers and Great Place to Work.