Efecto de la marca empleadora en las preferencias laborales de la generación Z ecuatoriana: estudio pandemia y post pandemia
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Existe creciente interés e influencia del Employer Branding o marca empleadora en la atracción de jóvenes talentos a las organizaciones. Por lo cual, el objetivo del estudio consiste en analizar la percepción de marca empleadora y su efecto en las preferencias laborales de jóvenes de la generación Z, comparando etapas de pandemia y post pandemia. Se selecciona, una muestra representativa de la provincia del Guayas, por tener la mayor concentración poblacional en Ecuador. La metodología es exploratoria y correlacional, a partir del análisis de datos obtenidos mediante una encuesta, y la prueba de relación paramétrica R de Pearson. Entre los resultados más relevantes constan: durante la pandemia, los factores más valorados fueron desarrollo profesional y salario, mientras que, en post pandemia, hay más importancia a la estabilidad laboral; flexibilidad de horarios; modalidades de trabajo y buen trato. Además, se aprecia que la percepción de empresa ideal está influenciada por la calidad de productos o servicios; impacto en la comunidad; y beneficios corporativos. Se concluye que las empresas ecuatorianas deben fortalecer su marca empleadora enfocándose en destacar los aspectos identificados en el estudio, a fin de atraer y retener a jóvenes talentos.
Palabras clave: mano de obra, grupos ocupacionales, empleo y mercado laboral, generación Z
Abstract: There is growing interest and influence of Employer Branding in attracting young talent to organizations. Therefore, the objective of the study is to analyze the perception of the employer brand and its effect on the work preferences of young people from generation Z, comparing pandemic and post-pandemic stages. A representative sample of the province of Guayas ins selected because it has the highest population concentration in Ecuador. The methodology is exploratory and correlational, based on the analysis of data obtained through a survey, and Pearson´s R parametric relationship test. Among the most relevant results are: during the pandemic, the most valued factors were professional development and salary, while, post- pandemic, there is more importance to job stability; schedule flexibility; working modalities and good treatment. Furthermore, it can be seen that the perception of an ideal company is influenced by the quality of products or services; community impact; and corporate benefits. It is concluded that Ecuadorian companies must strengthen their employer brand by focusing on highlighting the aspects identified in the study, in order to attract and retain young talents.
Keywords: labour, occupation groups, employment and labour market, generation Z
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