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Carbajal, M., Javier, G. (2020). Marca empleadora en redes sociales para atraer a la generación Z de Lima [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/654029
Carbajal, M., Javier, G. Marca empleadora en redes sociales para atraer a la generación Z de Lima [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2020. http://hdl.handle.net/10757/654029
@misc{renati/393252,
title = "Marca empleadora en redes sociales para atraer a la generación Z de Lima",
author = "Javier Niño, Gabriela Angélica",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2020"
}
Title: Marca empleadora en redes sociales para atraer a la generación Z de Lima
Advisor(s): Mackelmann Roedenbeck Mathias
Keywords: Marca empleadora; Atractivo del empleador; Redes sociales; Generación Z; Employer branding; Employer attractiveness; Social media; Generation Z
OCDE field: http://purl.org/pe-repo/ocde/ford#5.00.00; https://purl.org/pe-repo/ocde/ford#5.08.04
Issue Date: 27-Nov-2020
Institution: Universidad Peruana de Ciencias Aplicadas (UPC)
Abstract: Esta investigación tiene como objetivo identificar cómo debe comunicar el sector alimentación su marca empleadora en redes sociales para atraer talento de la generación Z de Lima. Específicamente, se busca explicar los motivos de los centennials para postular a una organización, descubrir cuáles son las redes sociales preferidas para obtener información sobre la compañía y determinar el contenido más atractivo. El enfoque del estudio es cualitativo, el nivel es descriptivo, el diseño es documental y fenomenológico. Las técnicas utilizadas fueron análisis de contenido, en el cual se revisaron las redes sociales de 3 empresas del sector; y entrevistas semiestructuradas a los responsables de la gestión de marca empleadora y, por otro lado, 20 estudiantes y egresados con experiencia laboral de las facultades de Negocios e Ingeniería. La información se comparó y analizó en base a la escala del atractivo del empleador (EmpAt). Los resultados muestran que las motivaciones de los entrevistados se relacionan con las dimensiones económica, social y desarrollo. Las redes sociales más alineadas a este objetivo son LinkedIn e Instagram. Finalmente, el contenido de interés en estas plataformas son la propuesta de valor al empleado (atributos), cultura, clima, testimonios de trabajadores, información realista del puesto y habilidades blandas que esperan de ellos. Asimismo, los formatos deben ser dinámicos, imágenes de calidad y videos cortos, así como texto reducido y uso de slogans o hashtags llamativos.
This research aims to identify how the food sector should communicate its employer brand on social media to attract talent from generation Z in Lima. Specifically, it seeks to explain the reasons of centennials to apply to an organization, discover which are the preferred social networks to obtain information about the company and determine the most attractive content. The focus of the study is qualitative, the level is descriptive, the design is documentary and phenomenological. The techniques used were content analysis, in which the social networks of 3 companies in the sector were reviewed; and semi-structured interviews with those responsible for managing the employer brand and, on the other hand, 20 students and graduates with work experience from the Business and Engineering faculties. Information was compared and analyzed based on the Employer Attractiveness Scale (EmpAt). The results show that the motivations of the interviewees are related to the economic, social and development dimensions. The social networks most aligned to this objective are LinkedIn and Instagram. Finally, the content of interest in these platforms are the value proposition to the employee (attributes), culture, climate, employee testimonials, realistic information of the position and soft skills expected of them. Likewise, the formats should be dynamic, quality images and short videos, as well as reduced text and the use of striking slogans or hashtags.
This research aims to identify how the food sector should communicate its employer brand on social media to attract talent from generation Z in Lima. Specifically, it seeks to explain the reasons of centennials to apply to an organization, discover which are the preferred social networks to obtain information about the company and determine the most attractive content. The focus of the study is qualitative, the level is descriptive, the design is documentary and phenomenological. The techniques used were content analysis, in which the social networks of 3 companies in the sector were reviewed; and semi-structured interviews with those responsible for managing the employer brand and, on the other hand, 20 students and graduates with work experience from the Business and Engineering faculties. Information was compared and analyzed based on the Employer Attractiveness Scale (EmpAt). The results show that the motivations of the interviewees are related to the economic, social and development dimensions. The social networks most aligned to this objective are LinkedIn and Instagram. Finally, the content of interest in these platforms are the value proposition to the employee (attributes), culture, climate, employee testimonials, realistic information of the position and soft skills expected of them. Likewise, the formats should be dynamic, quality images and short videos, as well as reduced text and the use of striking slogans or hashtags.
Link to repository: http://hdl.handle.net/10757/654029
Discipline: Comunicación e Imagen Empresarial
Grade or title grantor: Universidad Peruana de Ciencias Aplicadas (UPC). Facultad de Comunicaciones
Grade or title: Licenciado en Comunicación e Imagen Empresarial
Register date: 7-Feb-2021
This item is licensed under a Creative Commons License