Bibliographic citations
Montoya, D., Calvo, L. (2024). Análisis de la estrategia comunicacional de Interbank para fortalecer la imagen de su marca empleadora [Trabajo de suficiencia profesional, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/683359
Montoya, D., Calvo, L. Análisis de la estrategia comunicacional de Interbank para fortalecer la imagen de su marca empleadora [Trabajo de suficiencia profesional]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2024. http://hdl.handle.net/10757/683359
@misc{renati/1300427,
title = "Análisis de la estrategia comunicacional de Interbank para fortalecer la imagen de su marca empleadora",
author = "Calvo Diaz, Luis Guillermo",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2024"
}
The high competitiveness in the job market drives companies to attract top talent to achieve their objectives and stand out. To do so, they need an attractive employer brand (hereinafter EB) that highlights their key attributes and positions them in the minds of professionals. In this context, in February 2023, Interbank recognized the need to design an EB strategy to strengthen its reputation among undergraduate students and consolidate its presence on LinkedIn, thereby maintaining its leadership in Merco Talento. To this end, companies from various sectors were analyzed to create a communication strategy that conveys the bank’s identity and culture and connects with the target audience. From May 2023 to June 2024, Interbank achieved second place in the Merco Talento 2024 ranking, which evaluates the best companies for talent attraction and retention in Peru. Additionally, it strengthened its presence among undergraduate students, achieving an NPS of 79 during the four editions of the Interbank Open Day and participating in 16 university career fairs. On LinkedIn, it reached 540,939 followers, an 8% engagement rate, and posted 338 times, outperforming Merco’s averages and its competition across various metrics. This project highlights the importance of implementing an integrated EB communication strategy, using both physical channels and social media, and its influence on the audience by aligning corporate identity and organizational culture with brand image, impacting reputation, and expanding reach in the job market.
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