Employer branding and organizacional affective commintment in in a Mass Consumption Company: employee education

Abstract

The dynamic nature of the business environment influences the development of strategies to attract and retain top talent. This study analyzes the impact of the employer branding model on the emotional commitment of employees at a consumer goods company, examining their emotional, intellectual, and sensory experiences as a perspective on employee development. The quantitative methodology was applied to 215 employees. The results confirmed that intellectual and emotional experiences generate affective commitment to the organization, while sensory experiences do not. Therefore, the company should strengthen its employer branding efforts to improve this perception.