Perfil de propuesta de valor del empleador para atraer candidatos de la generación Z a las empresas en México

Contenido principal del artículo

Carlos Gabriel Colin Flores
https://orcid.org/0000-0002-8704-6209
Sergio Madero Gómez
https://orcid.org/0000-0003-3996-7609
Santiago Colín Núñez
https://orcid.org/0009-0009-8890-5843

Resumen

En la actualidad se reporta una escasez de talento en las empresas (Manpower Group, 2022), situación que ha puesto en alerta a las organizaciones para tratar de conseguir a los mejores colaboradores disponibles en el mercado laboral. Uno de los métodos más usado para reclutar talento joven es la captación de candidatos en las universidades. Los estudiantes que están egresando forman parte de la generación Z o centennial y, por tal motivo, es de interés de las empresas entender los atributos que son atractivos para este grupo generacional con la intención de contar con una propuesta de valor adecuada para fomentar la captación de los mejores candidatos. En este estudio se desarrolló una investigación en una muestra de 423 estudiantes de los últimos dos semestres de licenciatura en carreras afines a los negocios, en dos universidades en la Ciudad de México, una pública y otra privada, ambas líderes en México de acuerdo con QS (2024).
Como resultado se encontró el perfil de los 10 atributos más valorados por los estudiantes de negocios centennials, con los que se puede construir una propuesta de valor atractiva para captar candidatos talentosos de este grupo generacional. Adicionalmente, se presenta un análisis detallado sobre los seis factores que resultan atractivos (integrados por 27 atributos) para el grupo generacional centennial cuando evalúan a un empleador, lo que ofrece a las organizaciones la oportunidad de revisar su propuesta de valor y, con ello, mejorar la percepción de los candidatos sobre la marca del empleador.

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Colin Flores, C. G., Madero Gómez, S., & Colín Núñez, S. (2024). Perfil de propuesta de valor del empleador para atraer candidatos de la generación Z a las empresas en México. The Anáhuac Journal, 24(2), Pág. 2–35. https://doi.org/10.36105/theanahuacjour.2024v24n2.2218
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Biografía del autor/a

Carlos Gabriel Colin Flores, Tecnológico de Monterrey, Mexico

Carlos has a PhD in UNAM, MBA from ITAM, Specialty in Statistical Methods from CIMAT and Chemical Engineer from UNAM. Member of the National System of Researcher CONHACYT (SNI) level 1. Head of the Leadership, Human Capital and Organizational Behavior Chapter of the Academia de Ciencias Administrativas México (ACACIA). Member of the Academy of Management (AOM) and ACACIA. His research deals with Human Resources Management, Green Human Resources, Engagement at Work and Work-Life Balance.

Sergio Madero Gómez, Tecnológico de Monterrey, Mexico

Sergio has a Ph.D. in University of Deusto, San Sebastián, Spain, and is a research professor in Management and Human Talent Department at Tecnológico de Monterrey. He is a member of National System of Researcher CONHACYT (SNI) Level 2, Member of the Academy of Management (AOM), Academic of International Business (AIB) and Academia de las Ciencias Administrativas México (ACACIA). His research deals with Human Resources Management, Compensation and Rewards systems, Career Development, Workplace environment, Latin American
studies, and Cross-cultural management.

Santiago Colín Núñez, Tecnológico de Monterrey, Mexico

Santiago is a student of the School of Public Transformation and Government at Tecnológico de Monterrey. Member of the Academy of Management (Student Section).

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