Marca empleadora en la era de la movilidad global, la IA y la Generación Z. Un mapeo teórico-empírico de su evolución, retos y oportunidades

• Autores: Luis Miguel Romero Rodríguez
• Localización: Ambitos: Revista internacional de comunicación, ISSN 1139-1979, ISSN-e 1988-5733, Nº. 68, 2025, págs. 201-217
• Idioma: español
• Títulos paralelos:
  • Employer Branding in the Age of Global Talent Mobility, AI, and Gen Z. A Theoretical-Empirical Mapping of its Evolution, Challenges, and Opportunities
• Enlaces
  • Texto completo
• Resumen
  • español

    En un contexto marcado por la movilidad laboral global, la escasez de talento y la irrupción de tecnologías disruptivas como la inteligencia artificial, la marca empleadora ha emergido como una estrategia crítica para la atracción y retención de talento. Este estudio presenta un análisis integral del estado actual del employer branding mediante una doble metodología: un análisis bibliométrico de 705 artículos indexados en Scopus y WoS (2020-2025), y una revisión sistemática de 41 estudios en acceso abierto. Se identifican las principales líneas temáticas, autores clave y dimensiones conceptuales, así como los componentes tangibles e intangibles que configuran la propuesta de valor al empleado (EVP). Se discuten las tendencias emergentes, entre ellas la automatización con IA y chatbots de procesos de reclutamiento, el uso estratégico de plataformas como LinkedIn, TikTok o Discord, y las nuevas expectativas laborales de las generaciones Z y Alfa. A pesar de la estabilidad conceptual del campo, se revela una falta de renovación teórica significativa, lo que invita a futuras investigaciones interdisciplinares en comunicación estratégica, tecnología y gestión del talento

  • English

    In a global context characterized by high workforce mobility, talent shortages, and the rise of disruptive technologies such as artificial intelligence, employer branding has become a critical strategy for attracting and retaining human capital. This study provides a comprehensive overview of the current state of employer branding through a dual methodological approach: a bibliometric analysis of 705 articles indexed in Scopus and Web of Science (2020-2025), and a systematic review of 41 open-access publications. It identifies dominant research themes, key authors, and conceptual dimensions, along with the tangible and intangible components of the Employee Value Proposition (EVP). Emerging trends are also discussed, including the automation of recruitment processes with AI and chatbots, the strategic use of platforms such as LinkedIn, TikTok, and Discord, and the shifting workplace expectations of Generations Z and Alpha. Despite conceptual stability in the field, the findings reveal a lack of significant theoretical renewal, highlighting the need for interdisciplinary research at the intersection of strategic communication, technology, and talent management.

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