Employer branding su abordaje en iberoamérica: tendencias a partir de un análisis bibliométrico

Attracting and retaining the best talent is for organizations of interest, due to the benefits they obtain in terms of image, reputation, and sustainability. Thus, employer branding arises which, through the application of marketing techniques to the field of Human Resources, allows companies to forge their brand as the most desirable to work for, becoming a competitive advantage. This study presents a look at the development of research on employer branding, methodologically it assumes a qualitative approach, which starts from an in-depth bibliographical review, which shows the paths traveled on the subject. The scientific production of the last 10 years in Latin America is explored in the Scopus database. The results show two moments: 1) the context in which the study of the subject was born, the main researchers and scientific contributions; 2) the study of the subject in Ibero-America, main lines of research and high-impact scientific production