Diagnóstico de cultura organizacional para la implementación de estrategias de marca empleadora enfocadas en potenciar resultados y compromiso en la gestión comercial del departamento de la Unidad de Alimentos de una organización en Guayaquil

Abstract

This paper addresses the issue of potentialization of results and commitment of the commercial management of the sales department of the Food Unit of the Organization, developing a competency management model applying specific employer brand strategies. Given that the employer brand is defined as a strategy to manage awareness or the act of a person to become aware of him and the perceptions of current and potential employees regarding a particular company. Having as main objective to diagnose the organizational culture before the change of institutional brand, to implement employer brand strategies, in order to enhance results and commitment in the commercial management of the Department of the Food Unit of an organization in Guayaquil. The research approach is of a mixed type, since a qualitative study is used. As an instrument, the validated questionnaire of Organizational Culture by Litwin and Stringer is used, which consists of 53 closed questions with a four-level acceptance scale. The sample is of a non-probabilistic type selected at convenience through the inclusion criteria; level of university and / or postgraduate training in the area, older than 6 months. Therefore, 50 collaborators are taken as a sample. Among the main results, it is observed that the collaborators consider that the excess of rules, administrative details and procedures, prevent new ideas from being evaluated with 68%.