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Reducción de personal y marca del empleador en España: ¿existe alguna relación entre ambas prácticas de recursos humanos?

Enviado por Editorial el Mié, 31/10/2018 - 09:24

Accésit en el Premio «Estudios Financieros» 2018 en la modalidad de Recursos Humanos

A lo largo de las dos últimas décadas, dos prácticas empresariales relacionadas con la gestión de recursos humanos han ganado una extraordinaria popularidad tanto en el terreno académico como en el profesional: la reducción de personal y la marca del empleador. Este trabajo representa un intento preliminar de explorar, desde un punto de vista descriptivo, si existe algún tipo de vínculo entre ambas prácticas, que a priori muestran efectos diametralmente opuestos sobre los empleados de una empresa. Específicamente, el objetivo principal del trabajo es doble: por un lado, examinar cómo la reducción significativa e intencional en la fuerza de trabajo puede influir en la marca del empleador y, por otro, analizar si la marca del empleador puede ayudar a mitigar los más que probables efectos negativos de una drástica reducción de personal y, con ello, contribuir a mejorar la calidad de los futuros procesos de reclutamiento y contratación. El estudio empírico se realiza con una pequeña muestra de grandes compañías que figuran en el ranking Merco Talento en España entre 2007 y 2017. Para el análisis descriptivo se utiliza también información extraída de prensa, los informes financieros anuales y las memorias anuales de responsabilidad social corporativa de cada compañía acerca de ambos fenómenos. Los resultados obtenidos del análisis descriptivo llevado a cabo parecen apoyar la idea de que ambas prácticas están estrechamente relacionadas entre sí. Del trabajo realizado se derivan una serie de conclusiones e implicaciones que pueden resultar de interés para los responsables de recursos humanos de las empresas.

Palabras clave: reducción de personal; marca del empleador; retención de empleados; atracción de candidatos; ranking Merco Talento.

Irene Campos García
José Ángel Zúñiga Vicente
Profesores en el Departamento de Economía de la Empresa (ADO), Economía Aplicada II y
Fundamentos del Análisis Económico de la Universidad Rey Juan Carlos

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RTSS. CEF. NÚMS. 428 (noviembre 2018)

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