Plan de marketing para la implementación de la marca empleadora Plasticaucho Industrial S.A.

Abstract

Develop a marketing plan for Plasticaucho Industrial S.A. as an employer brand, it is attractive for external and internal professionals of the company, it is a latent need in a hyper-informed context. The companies that do not manage their brands and their value propositions are seen, in addition, the flight of their talents and the little interest they awaken in the professionals that are relevant to their projects increases. To fulfill this objective, the research work is qualitative and quantitative, through exploratory, descriptive, field and bibliographical analyzes and various ethnographic and sociological data. The analysis of the data demonstrates the need for more focused and empathetic mechanisms when attracting and retaining the required talent within the company, these mechanisms must be dynamic, respecting the codes of the audience to which they will be directed, but beyond that should prepare the way to a redefinition of the value proposition. From the analysis of quantitative and qualitative data it was possible to develop a marketing plan for Plasticaucho Industrial S.A. to position it as an excellent choice of employer brand focused on the needs of external and internal professionals of the company. The development of a marketing plan for Plasticaucho Industrial S.A. contributes to the construction of positive perceptions for the positioning of the brand as an attractive employer option, being necessary to make an evaluation after a time agreed with the company to implement corrective measures if needed.