NAME: BRANDON STEVEN GONZALEZ TEACHER: ALEXANDER HERNANDEZ

GROUP: 10184

Employer attractiveness from a generational

Perspective: Implications for employer branding

The general objective of the present investigation is to study the assessment of

attributes of the “Employer Brand” by young professionals and The following is
intended to respond more specifically:
- How organizations can enhance their Brand attributes (as employers) to build
an Employer Brand that achieves twenty-one capture and retain the best talent
effectively and efficiently, managing to overcome the existing talent gap.
- How to develop a unique value proposition for employees and potential
employees in order to get a good fit between the profile of candidates that the
employer is looking for and the characteristics that these have, allowing proper
segmentation and identifying certain preferences regarding the employer brand
for each one of the defined segment profiles.
- What is the importance of capital management for companies human and the
development of communication strategies that achieve transmit good internal
practices to the (labor) market, promoting the attraction of talents and their
subsequent loyalty, which It will contribute to good organizational performance.
SCOPE OF THE STUDY
The present study is carried out through an investigation quantitative done to
young professionals, concerning the forcé active labor, between 21 and 36
years of age, with university studies 22 complete, and residents in the
Metropolitan Region. A sample was obtained. Diverse, with young graduates
from more than 20 different universities, both traditional as private, some of
which have studies of Postgraduate The work experience they have varies a lot;
having people with less than one year of work experience, between 1 and 5
years, and With more than 5 years. The companies in which these young
people work they belong to multiple economic sectors; industrial, service, public
transport, telecommunications and mining, among others. The study was not
limited to professionals from certain university degrees neither, in order to
obtain greater reach and thus consider the labor market with all its diversity, so
as to avoid losing relevant information for companies about their employees and
potentials Candidates The scope obtained allows to some extent extrapolate
the results to a part of the population of young Chilean professionals, giving a
first approach to the current trends observed in the preferences regarding
companies in their role as employers.