Employer Branding as a Catalyst for Workforce Diversity and Excellence: An In-Depth Study from Costa Rica
Data publikacji: 24 lut 2025
Zakres stron: 64 - 84
Otrzymano: 06 maj 2024
Przyjęty: 26 sie 2024
DOI: https://doi.org/10.2478/orga-2025-0005
Słowa kluczowe
© 2025 Tom Okot et al., published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Background/Purpose
This study explores key factors Costa Rican workers consider when applying to or staying with a company, aiming to inform effective employer branding strategies.
Method
Surveying 385 mid/senior-level professionals, the research focuses on five dimensions: interest value, social value, economic value, development value, and application value.
Result
Findings reveal that Costa Rican professionals prioritize Interest Value, Application Value, and Development Value, emphasizing growth opportunities, engaging roles, and alignment with company values. Competitive compensation is also crucial.
Conclusion
The study suggests that employer branding strategies should highlight development opportunities, meaningful work, and value alignment to attract and retain diverse talent. Limitations include the survey’s design, which may restrict response depth, and its exclusive focus on Costa Rica, potentially limiting generalizability. The results offer valuable insights for organizations in Costa Rica to enhance recruitment and retention by aligning with job seeker preferences.