Attributes associated with the employer branding concept valued by employees of technology companies

Abstract

Summary
People have different interests according to the generation to which they belong, which generates changes in the processes of recruitment and retention of personnel in the human talent unit, making companies have to become the most attractive as a place of employment, highlighting its management philosophy and work environment, among other attributes, thus the concept of employer branding is born. This strategy has a tool known as Employee Value Proposition (EVP) that reflects the company's offers in exchange for the employee's skills. This descriptive exploratory research with field design seeks to describe the attributes of the employer brand concept through a matrix of its own elaboration that helped to identify the attributes of the strategy that are valued by the employees of three technology companies and to analyze the most appreciated by each company where the study was conducted, achieved through a survey based on the seven (7) dimensions of the Employee Value Proposition obtained from a research conducted by Aguila, Rubio and Silva (2014). This survey was applied to all employees of the three companies, with a population and sample of thirty-four (34) workers, and the data obtained was developed through a quantitative analysis that resulted in the work environment (91%) as the first attribute valued by employees, in second place career development (88%) and in third place work-life balance (86%).
Keywords: Employer Branding, valued attributes, employees.