Employer branding en educación superior: elección frente a modelos tradicionales de gestión del talento humano
Palabras clave:
employer branding, educación superior, gestión del talento humano, propuesta de valor al empleado, experiencia del colaborador
Resumen
Las instituciones de educación superior enfrentan desafíos crecientes para atraer y retener talento académico en contextos cada vez más competitivos. Aunque los modelos tradicionales de gestión del talento humano han permitido estructurar procesos como reclutamiento, capacitación y evaluación del desempeño, persisten dificultades para integrar identidad institucional, propuesta de valor al empleado y experiencia del colaborador. El objetivo de este estudio fue analizar la evolución de la producción científica sobre employer branding en educación superior y proponer un modelo conceptual que articula identidad institucional, propuesta de valor al empleado, experiencia del colaborador y reputación organizacional dentro de la gestión del talento humano. Para ello se realizó un análisis bibliométrico de publicaciones indexadas en Scopus durante el periodo 2015–2025, complementado con una revisión conceptual de la literatura. Los resultados evidencian un crecimiento reciente del campo y su vinculación con la cultura organizacional, la atracción y la retención del talento. Se concluye que el employer branding puede funcionar como un enfoque que fortalece la coherencia entre estrategia institucional, experiencia del colaborador y gestión del talento humano en las instituciones universitarias.
Citas
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Chapleo, C. (2013). Brand ‘infrastructure’ in nonprofit organizations: Challenges to successful brand building? Journal of Marketing Communications, 21(1), 1–11. https://doi.org/10.1080/13527266.2012.741609
Chiavenato, I. (2009). Gestión del talento humano (3.ª ed.). McGraw-Hill Interamericana.
Clark, P., Chapleo, C., & Suomi, K. (2019). Branding higher education: An exploration of the role of internal branding on middle management in a university rebrand. Tertiary Education and Management, 26(2), 131–145. https://doi.org/10.1007/s11233-019-09054-9
Collings, D. G., Mellahi, K., & Cascio, W. F. (Eds.). (2017). The Oxford handbook of talent management. Oxford University Press. https://doi.org/10.1093/oxfordhb/9780198758273.001.0001
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Edwards, M. R. (2010). An integrative review of employer branding and OB theory. Personnel Review, 39(1), 5–23. https://doi.org/10.1108/00483481011012809
Ellegaard, O., & Wallin, J. (2015). The bibliometric analysis of scholarly production: How great is the impact? Scientometrics, 105(3), 1809–1831. https://doi.org/10.1007/s11192-015-1645-z
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Fulmer, I. S., Gerhart, B., & Scott, K. S. (2003). Are the 100 best better? An empirical investigation of the relationship between being a ‘great place to work’ and firm performance. Personnel Psychology, 56(4), 965–993. https://doi.org/10.1111/j.1744-6570.2003.tb00246.x
Gatewood, R. D., Gowan, M. A., & Lautenschlager, G. J. (1993). Corporate image, recruitment image, and initial job choice decisions. Academy of Management Journal, 36(2), 414–427. https://www.jstor.org/stable/256530
Highhouse, S., Lievens, F., & Sinar, E. F. (2003). Measuring attraction to organizations. Educational and Psychological Measurement, 63(6), 986–1001. https://doi.org/10.1177/0013164403258403
Hughes, J. C., & Rog, E. (2008). Talent management: A strategy for improving employee recruitment, retention and engagement within hospitality organizations. International Journal of Contemporary Hospitality Management, 20(7), 743–757. https://doi.org/10.1108/09596110810899086
Ind, N. (2002). Living the brand. How to transform every member of your organization into a brand champion. Kogan Page.
Itam, U., & Ghosh, N. (2020). Employee experience management: A new paradigm shift in HR thinking. International Journal of Human Capital and Information Technology Professionals, 11(2), 39–49. https://doi.org/10.4018/ijhcitp.2020040103
King, C., & Grace, D. (2008). Internal branding: Exploring the employee’s perspective. Journal of Brand Management, 15(5), 358–372. https://doi.org/10.1057/palgrave.bm.2550136
Krywalski Santiago, J. (2023). The progression in employer branding and employee-based brand equity: Scholar API-based systematic literature review. Journal of Economics & Management, 45(1), 237–289. https://doi.org/10.22367/jem.2023.45.11
Kucherov, D., & Zavyalova, E. (2012). HRD practices and talent management in the companies with the employer brand. European Journal of Training and Development, 36(1), 86–104. https://doi.org/10.1108/03090591211192647
León Espinoza, I. P., & Souto Anido, L. (2025). Análisis bibliométrico de variables clave en los modelos de gestión del talento humano: ¿transitando hacia un enfoque de employer branding? European Public and Social Innovation Review, 10, 1–16. https://doi.org/10.31637/epsir-2025-2391
Lievens, F., & Highhouse, S. (2003). The relation of instrumental and symbolic attributes to a company’s attractiveness as an employer. Personnel Psychology, 56(1), 75–102. https://doi.org/10.1111/j.1744-6570.2003.tb00144.x
Lievens, F., & Slaughter, J. E. (2016). Employer image and employer branding: What we know and what we need to know. Annual Review of Organizational Psychology and Organizational Behavior, 3, 407–440. https://doi.org/10.1146/annurev-orgpsych-041015-062501
Maheshwari, V., Gunesh, P., Lodorfos, G., & Konstantopoulou, A. (2017). Exploring HR practitioners’ perspective on employer branding and its role in organisational attractiveness and talent management. International Journal of Organizational Analysis, 25(5), 742–761. https://doi.org/10.1108/IJOA-03-2017-1136
Mampaey, J., Schtemberg, V., Schijns, J., Huisman, J., & Wæraas, A. (2019). Internal branding in higher education: Dialectical tensions underlying the discursive legitimation of a new brand of student diversity. Higher Education Research & Development, 39(2), 230–243. https://doi.org/10.1080/07294360.2019.1674252
Matongolo, A., Kasekende, F., & Mafabi, S. (2018). Employer branding and talent retention: Perceptions of employees in higher education institutions in Uganda. Industrial and Commercial Training, 50(5), 217–233. https://doi.org/10.1108/ICT-03-2018-0031
Maurya, K. K., & Agarwal, M. (2018). Organisational talent management and perceived employer branding. International Journal of Organizational Analysis, 26(2), 312–330. https://doi.org/10.1108/IJOA-04-2017-1147
Maxwell, R., & Knox, S. (2009). Motivating employees to ‘live the brand’: A comparative case study of employer brand attractiveness. Journal of Marketing Management, 25(9–10), 893–907. https://doi.org/10.1362/026725709X479282
Minbaeva, D. B. (2013). Strategic HRM in building micro-foundations of organizational knowledge-based performance. Human Resource Management Review, 23(4), 378–390. https://doi.org/10.1016/j.hrmr.2012.10.001
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Mosley, R. (2007). Customer experience, organisational culture and the employer brand. Journal of Brand Management, 15(2), 123–134. https://doi.org/10.1057/palgrave.bm.2550124
Plaskoff, J. (2017). Employee experience: The new human resource management approach. Strategic HR Review, 16(3), 136–141. https://doi.org/10.1108/SHR-12-2016-0108
M. J., McKenzie, J. E., Bossuyt, P. M., Boutron, I., Hoffmann, T. C., Mulrow, C. D., Shamseer, L., Tetzlaff, J. M., Akl, E. A., Brennan, S. E., Chou, R., Glanville, J., Grimshaw, J. M., Hróbjartsson, A., Lalu, M. M., Li, T., Loder, E. W., Mayo-Wilson, E., McDonald, S., … Moher, D. (2021). The PRISMA 2020 statement: An updated guideline for reporting systematic reviews. BMJ, 372, n71. https://doi.org/10.1136/bmj.n71
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Pedraza Melo, N. A., & González Cisneros, A. L. (2021). Capital humano, aprendizaje, satisfacción y compromiso en el desempeño de instituciones educativas. Revista Venezolana de Gerencia, 26(96), 1019-1040. https://doi.org/10.52080/rvgluz.26.96.3
Punjaisri, K., & Wilson, A. (2007). The role of internal branding in the delivery of employee brand promise. Journal of Brand Management, 15(1), 57–70. https://doi.org/10.1057/palgrave.bm.2550110
Reina, M. P. A., Díaz Muñoz, R., & Rodríguez Fernández, M. (2024). Employee experience: A systematic review. European Public & Social Innovation Review, 9, 1–20. https://doi.org/10.31637/epsir-2024-398
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Armstrong, M., & Taylor, S. (2020). Armstrong’s handbook of human resource management practice (15th ed.). Kogan Page.
Backhaus, K., & Tikoo, S. (2004). Conceptualizing and researching employer branding. Career Development International, 9(5), 501–517. https://doi.org/10.1108/13620430410550754
Berthon, P., Ewing, M., & Hah, L. L. (2005). Captivating company: Dimensions of attractiveness in employer branding. International Journal of Advertising, 24(2), 151–172. https://doi.org/10.1080/02650487.2005.11072912
Cable, D. M., & Turban, D. B. (2001). Establishing the dimensions, sources and value of job seekers’ employer knowledge during recruitment. Research in Personnel and Human Resources Management, 20, 115–163. https://doi.org/10.1016/S0742-7301(01)20002-4
Cable, D. M., & Turban, D. B. (2003). The value of organizational reputation in the recruitment context: A brand-equity perspective. Journal of Applied Social Psychology, 33(11), 2244–2266. https://doi.org/10.1111/j.1559-1816.2003.tb01883.x
Chapleo, C. (2013). Brand ‘infrastructure’ in nonprofit organizations: Challenges to successful brand building? Journal of Marketing Communications, 21(1), 1–11. https://doi.org/10.1080/13527266.2012.741609
Chiavenato, I. (2009). Gestión del talento humano (3.ª ed.). McGraw-Hill Interamericana.
Clark, P., Chapleo, C., & Suomi, K. (2019). Branding higher education: An exploration of the role of internal branding on middle management in a university rebrand. Tertiary Education and Management, 26(2), 131–145. https://doi.org/10.1007/s11233-019-09054-9
Collings, D. G., Mellahi, K., & Cascio, W. F. (Eds.). (2017). The Oxford handbook of talent management. Oxford University Press. https://doi.org/10.1093/oxfordhb/9780198758273.001.0001
Dassler, A., Khapova, S. N., Lysova, E. I., & Korotov, K. (2022). Employer attractiveness from an employee perspective: A systematic literature review. Frontiers in Psychology, 13, 858217. https://doi.org/10.3389/fpsyg.2022.858217
Diaz Dumont, J. R., Ledesma Cuadros, M. J., Tito Cárdenas, J. V., & Diaz Tito, L. P. (2023). Talento humano en la era digital: fidelización de trabajadores en universidades. Revista Venezolana De Gerencia, 28(Especial 9), 347-359. https://doi.org/10.52080/rvgluz.28.e9.22
Donthu, N., Kumar, S., Mukherjee, D., Pandey, N., & Lim, W. M. (2021). How to conduct a bibliometric analysis: An overview and guidelines. Journal of Business Research, 133, 285–296. https://doi.org/10.1016/j.jbusres.2021.04.070
Easa, N. F., & Bazzi, A. M. (2020). The influence of employer branding on employer attractiveness and employee engagement and retention. International Journal of Customer Relationship Marketing and Management, 11(4), 48–69. https://doi.org/10.4018/IJCRMM.2020100104
Edwards, M. R. (2010). An integrative review of employer branding and OB theory. Personnel Review, 39(1), 5–23. https://doi.org/10.1108/00483481011012809
Ellegaard, O., & Wallin, J. (2015). The bibliometric analysis of scholarly production: How great is the impact? Scientometrics, 105(3), 1809–1831. https://doi.org/10.1007/s11192-015-1645-z
Ewing, M. T., Pitt, L. F., de Bussy, N. M., & Berthon, P. R. (2002). Employment branding in the knowledge economy. International Journal of Advertising, 21(1), 3–22. https://doi.org/10.1080/02650487.2002.11104914
Foster, C., Punjaisri, K., & Cheng, R. (2010). Exploring the relationship between corporate, internal and employer branding. Journal of Product & Brand Management, 19(6), 401–409. https://doi.org/10.1108/10610421011085712
Fulmer, I. S., Gerhart, B., & Scott, K. S. (2003). Are the 100 best better? An empirical investigation of the relationship between being a ‘great place to work’ and firm performance. Personnel Psychology, 56(4), 965–993. https://doi.org/10.1111/j.1744-6570.2003.tb00246.x
Gatewood, R. D., Gowan, M. A., & Lautenschlager, G. J. (1993). Corporate image, recruitment image, and initial job choice decisions. Academy of Management Journal, 36(2), 414–427. https://www.jstor.org/stable/256530
Highhouse, S., Lievens, F., & Sinar, E. F. (2003). Measuring attraction to organizations. Educational and Psychological Measurement, 63(6), 986–1001. https://doi.org/10.1177/0013164403258403
Hughes, J. C., & Rog, E. (2008). Talent management: A strategy for improving employee recruitment, retention and engagement within hospitality organizations. International Journal of Contemporary Hospitality Management, 20(7), 743–757. https://doi.org/10.1108/09596110810899086
Ind, N. (2002). Living the brand. How to transform every member of your organization into a brand champion. Kogan Page.
Itam, U., & Ghosh, N. (2020). Employee experience management: A new paradigm shift in HR thinking. International Journal of Human Capital and Information Technology Professionals, 11(2), 39–49. https://doi.org/10.4018/ijhcitp.2020040103
King, C., & Grace, D. (2008). Internal branding: Exploring the employee’s perspective. Journal of Brand Management, 15(5), 358–372. https://doi.org/10.1057/palgrave.bm.2550136
Krywalski Santiago, J. (2023). The progression in employer branding and employee-based brand equity: Scholar API-based systematic literature review. Journal of Economics & Management, 45(1), 237–289. https://doi.org/10.22367/jem.2023.45.11
Kucherov, D., & Zavyalova, E. (2012). HRD practices and talent management in the companies with the employer brand. European Journal of Training and Development, 36(1), 86–104. https://doi.org/10.1108/03090591211192647
León Espinoza, I. P., & Souto Anido, L. (2025). Análisis bibliométrico de variables clave en los modelos de gestión del talento humano: ¿transitando hacia un enfoque de employer branding? European Public and Social Innovation Review, 10, 1–16. https://doi.org/10.31637/epsir-2025-2391
Lievens, F., & Highhouse, S. (2003). The relation of instrumental and symbolic attributes to a company’s attractiveness as an employer. Personnel Psychology, 56(1), 75–102. https://doi.org/10.1111/j.1744-6570.2003.tb00144.x
Lievens, F., & Slaughter, J. E. (2016). Employer image and employer branding: What we know and what we need to know. Annual Review of Organizational Psychology and Organizational Behavior, 3, 407–440. https://doi.org/10.1146/annurev-orgpsych-041015-062501
Maheshwari, V., Gunesh, P., Lodorfos, G., & Konstantopoulou, A. (2017). Exploring HR practitioners’ perspective on employer branding and its role in organisational attractiveness and talent management. International Journal of Organizational Analysis, 25(5), 742–761. https://doi.org/10.1108/IJOA-03-2017-1136
Mampaey, J., Schtemberg, V., Schijns, J., Huisman, J., & Wæraas, A. (2019). Internal branding in higher education: Dialectical tensions underlying the discursive legitimation of a new brand of student diversity. Higher Education Research & Development, 39(2), 230–243. https://doi.org/10.1080/07294360.2019.1674252
Matongolo, A., Kasekende, F., & Mafabi, S. (2018). Employer branding and talent retention: Perceptions of employees in higher education institutions in Uganda. Industrial and Commercial Training, 50(5), 217–233. https://doi.org/10.1108/ICT-03-2018-0031
Maurya, K. K., & Agarwal, M. (2018). Organisational talent management and perceived employer branding. International Journal of Organizational Analysis, 26(2), 312–330. https://doi.org/10.1108/IJOA-04-2017-1147
Maxwell, R., & Knox, S. (2009). Motivating employees to ‘live the brand’: A comparative case study of employer brand attractiveness. Journal of Marketing Management, 25(9–10), 893–907. https://doi.org/10.1362/026725709X479282
Minbaeva, D. B. (2013). Strategic HRM in building micro-foundations of organizational knowledge-based performance. Human Resource Management Review, 23(4), 378–390. https://doi.org/10.1016/j.hrmr.2012.10.001
Mongeon, P., & Paul-Hus, A. (2016). The journal coverage of Web of Science and Scopus: A comparative analysis. Scientometrics, 106(1), 213–228. https://doi.org/10.1007/s11192-015-1765-5
Mosley, R. (2007). Customer experience, organisational culture and the employer brand. Journal of Brand Management, 15(2), 123–134. https://doi.org/10.1057/palgrave.bm.2550124
Plaskoff, J. (2017). Employee experience: The new human resource management approach. Strategic HR Review, 16(3), 136–141. https://doi.org/10.1108/SHR-12-2016-0108
M. J., McKenzie, J. E., Bossuyt, P. M., Boutron, I., Hoffmann, T. C., Mulrow, C. D., Shamseer, L., Tetzlaff, J. M., Akl, E. A., Brennan, S. E., Chou, R., Glanville, J., Grimshaw, J. M., Hróbjartsson, A., Lalu, M. M., Li, T., Loder, E. W., Mayo-Wilson, E., McDonald, S., … Moher, D. (2021). The PRISMA 2020 statement: An updated guideline for reporting systematic reviews. BMJ, 372, n71. https://doi.org/10.1136/bmj.n71
Prashar, A., & Maity, M. (2024). Building employee commitment through internal branding – a meta-analytic study. European Journal of Marketing, 58(5), 1241–1274. https://doi.org/10.1108/EJM-12-2021-0983
Pedraza Melo, N. A., & González Cisneros, A. L. (2021). Capital humano, aprendizaje, satisfacción y compromiso en el desempeño de instituciones educativas. Revista Venezolana de Gerencia, 26(96), 1019-1040. https://doi.org/10.52080/rvgluz.26.96.3
Punjaisri, K., & Wilson, A. (2007). The role of internal branding in the delivery of employee brand promise. Journal of Brand Management, 15(1), 57–70. https://doi.org/10.1057/palgrave.bm.2550110
Reina, M. P. A., Díaz Muñoz, R., & Rodríguez Fernández, M. (2024). Employee experience: A systematic review. European Public & Social Innovation Review, 9, 1–20. https://doi.org/10.31637/epsir-2024-398
Reis, I., Sousa, M. J., & Dionísio, A. (2021). Employer Branding as a talent management tool: A systematic literature revision. Sustainability. 13(19), 10698. https://doi.org/10.3390/su131910698
Saini, G. K., Lievens, F., & Srivastava, M. (2022). Employer and internal branding research: A bibliometric analysis of 25 years. Journal of Product & Brand Management, 31(8), 1196-1221. https://doi.org/10.1108/JPBM-06-2021-3526
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Publicado
2026-07-01
Cómo citar
León-Espinoza, I. P., & Souto-Anido, L. (2026). Employer branding en educación superior: elección frente a modelos tradicionales de gestión del talento humano. Revista Venezolana De Gerencia, 31(15), e31e1548. Recuperado a partir de http://www.produccioncientifica.luz.edu.ve/index.php/rvg/article/view/45788
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