The Influence of Employer Branding on Improving the Process of Attracting and Retaining Human Talent at Divino Salvador S.A. Cajamarca,2025

Abstract

This study analyzes the influence of employer branding on talent acquisition and retention at Divino Salvador S.A., in the city of Cajamarca, until 2025. Using a qualitative descriptive approach, the study follows a non-experimental cross-sectional design. The technique used was a structured survey, applied to a sample of 83 employees selected from a population of 105 workers. The instrument, based on a Likert scale, evaluated dimensions related to employee benefits, internal communication, professional development, recognition, gender equality, overall well-being, and organizational climate, with high reliability (α = 0.91). The results reveal that the employer brand has a significant influence on attracting and retaining talent, as demonstrated by high job satisfaction, trust in the organization's management, and strong retention intentions. However, areas for improvement were identified in aspects related to performance recognition, professional development opportunities, and the perception of gender equality, especially among female staff and longer serving employees. In conclusion, it is confirmed that strategic management of employer branding is a decisive factor in strengthening the ability of companies with high operational risks to attract and retain talent, thereby reducing turnover and improves the company's reputation.