Propuesta de modelo de marca empleadora para la Asociación Mutualista de Ahorro y Crédito para la Vivienda “Azuay”

Abstract

The business world is becoming increasingly dynamic and competitive, and attracting and retaining talent is a major challenge. Therefore, the development of a strong employer brand is a strategic priority for companies. This study presents a proposal for an employer branding model for the Asociación Mutualista de Ahorro y Crédito para la Vivienda "Azuay", based on the most important and frequent elements on employer branding from authors and relevant studies. For this purpose, a formula is initially developed to measure the perception of the employer brand in the institution, incorporating the factors work environment, internal communication and management of human talent processes, which were used for the diagnosis of the current situation of Mutualista Azuay. In addition, an external diagnosis was carried out to find out, at the city level (Cuenca), which attributes are most valued by potential employees when considering a job vacancy. To measure work climate and internal communication, a survey is applied to measure its development and for the latter, a correlation between communication and leadership is applied with Spearman's Rho in the SPSS tool, for the type of relationship between these variables. For human talent process management, direct observation and unstructured interviews were conducted. Finally, based on the findings obtained both in the internal and external diagnostics, improvement actions are proposed where required and the employer brand model proposal for the organization is presented.