Análisis del efecto del Employer Branding en el compromiso organizacional.

Abstract

This research addresses engagement issues on a shrimp industry farm, an important nontraditional export industry for Ecuador. The main objective of the research was to analyze the incidence of the employer branding on engagement to be able to design strategies that strengthen the employee’s commitment. The methodology was quantitative, descriptive, crosssectional, with a sample of 100 workers, using quantitative questionnaires: Engagement tool from Salvador and Meyer and Allen for employer branding. The results showed a medium degree of affective, continuous and normative commitment of the employees, due to low levels of internal communication and labor instability, generating that the job position has not been comfortable, in addition, the company did not have a strong orientation towards the client, but , it was recognized that they offered excellent products due to international quality standards, indicating a correlation between Employer Branding and organizational commitment, denoted by Spearman's coefficient 0.942 and p-value less than 0.001. In conclusion, the lack of an employer branding strategy affected the engagement of the employees of the shrimp company, so in order to improve engagement they need to improve communication and integration between the workers in all of areas of the company, to improve interpersonal relationships, develop a stronger employer branding between company and employees, and enhance satisfaction and engagement based on recognition and loyalty.