The “great place to work” certification as an employer branding promotional startegy in the recruitment of colombian sme ́s

Andrés Escobar Uribe () and Marlon Fernando Palacio Ríos ()
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Andrés Escobar Uribe: Universidad Pontificia Bolivariana
Marlon Fernando Palacio Ríos: Universidad Pontificia Bolivariana

Revista Tendencias, 2024, vol. 25, issue 1, 166-190

Abstract: The present article has as its main objective to evidence the incidence between promoting the Great Place to Work (GPTW) certification as an employer branding strategy, and the increment of recruitment in organizations that have obtained the certification. A theoretical framework of the concept of employer branding, including a research review on how the concept has evolved, as well as the GPTW Organization and the certification process is also provided. The research was carried out through a descriptive design using the IMRaD structure, in which the data collection methods were a semi-structured interview with staff of the GPTW Organization and a social media analysis of the certified organizations, using averages from the results obtained, andopen coding for information analysis. Finally, the findings and conclusions are presented, the notableones being that, just by the mere fact of being certified, does not guarantee recruitment increment and that, if there is an indirect effect in recruitment increase in these organizations, it cannot be evident in their social media or corporate website given the lack of promotion of the certification, or the lack of metrics to corroborate this incidence.

Keywords: employer branding; recruitment; medium businesses; small businesses; human resources (search for similar items in EconPapers)
JEL-codes: D22 M10 M51 O15 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:col:000520:021062

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