Implementación del plan de responsabilidad social corporativa (RSC) en la gestión del talento humano como herramienta para Posicionar la marca empleadora de la Unidad Educativa Martim Cereré del Distrito Metropolitano de Quito año 2020

Abstract

In the last few years, the Human Resource Management in the businesses world has become important to set up strategies to improve the brand´s positioning, as well as to have the lean production method. That´s the reason why in this research proposal the accordance that exists between the employer branding and corporate social responsibility has been studied. In this investigation, bibliographic and market research were used as base, which has helped to evaluate strategies, alongside the identification of new ideas that boost the employer branding. As mentioned above, on one hand the accordance between social responsibility and employer branding was verified. On the other hand, an interview process was the purpose to study every strategy previously implemented by the school; this enterprise did not have any (KPI) indicator that allowed measuring the actual situation of the business. Then, an investigation was carried out using another first hand source by applying a survey to Martim Cerere´s employees. According to the primary sources, some workers needs were identified, and in this manner, certain strategies were proposed based on the triple result as corporate social responsibility. This means to have a better working experience regarding the working environment, induction, training, recognition, identification with the brand, and along with working satisfaction. As a conclusion after this investigation, new trends have been adverted, which Martim Cereré should face in the future to improve its employer branding.