Employer branding: una exploración del campo de conocimiento a partir de indicadores bibliométricos

Employer branding an exploration of the field of knowledge from bibliometric indicators

Samir Ricardo Neme-Chaves y Campo Elías López-Rodríguez

Suma de Negocios, 12(26), 83-92, enero-junio 2021, ISSN 2215-910X

http://doi.org/10.14349/sumneg/2021.V12.N26.A9

Recibido el 10 de noviembre de 2020
Aceptado el 7 de enero de 2021
Online el 29 de enero de 2021

Resumen

La pertinencia del employer branding se justifica en los colaboradores de las organizaciones, ya que estos son los principales stakeholders hacia los que se debe orientar la naturaleza del marketing y, para esto, es necesario otorgar propuestas de valor a este importante cliente interno. El objetivo de este estudio es mostrar una visión general del desarrollo de la investigación del tema. A partir de la base de datos Scopus, se analizaron 430 registros. A través de la exploración de diferentes indicadores bibliométricos se identificaron los autores y países más productivos, las publicaciones más citadas, así como la cooperación entre autores, el análisis de co-ocurrencia de citas y palabras clave. Finalmente, se buscó identificar las áreas de investigación actuales (y futuras) de la marca empleadora o employer branding.


Palabras clave:
Employer branding,
bibliometría,
coocurrencias,
co-citacion,
cooperación.

Códigos JEL:
C20, G10, M41, M42

Abstract

The relevance of employer branding guides its reason for being in the collaborators of the organizations, these being one of the main stakeholders to whom it must guide the nature of marketing, providing value proposals to this important internal client. The objective of this study is to show an overview of the development of research on the subject. Using the Scopus database, 430 records were analyzed. Through the exploration of different bibliometric indicators, the most productive authors and countries, the most cited publications, as well as cooperation between authors, analysis of the co-occurrence of citations and keywords are identified. Finally, it seeks the identification of current and future research areas of the employer branding.


Keywords:
Employer branding,
bibliometrics,
co-occurrences,
co-citation,
cooperation.

Artículo Completo
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Instituciones

Universidad Santo Tomás, Colombia
Corporación Universitaria Minuto de Dios -UNIMINUTO, Colombia
Copyright © 2021. Fundación Universitaria Konrad Lorenz, Colombia

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