<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0121-5051</journal-id>
<journal-title><![CDATA[Innovar]]></journal-title>
<abbrev-journal-title><![CDATA[Innovar]]></abbrev-journal-title>
<issn>0121-5051</issn>
<publisher>
<publisher-name><![CDATA[Facultad de Ciencias Económicas. Universidad Nacional de Colombia.]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0121-50512022000100051</article-id>
<article-id pub-id-type="doi">10.15446/innovar.v32n83.99886</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Employer branding y propuesta de valor al empleado en códigos éticos: estudio de caso]]></article-title>
<article-title xml:lang="en"><![CDATA[EMPLOYER BRANDING AND VALUE PROPOSITION TO THE EMPLOYEE REGARDING ETHICAL CODES: A CASE STUDY]]></article-title>
<article-title xml:lang="pt"><![CDATA[EMPLOYER BRANDING E PROPOSTA DE VALOR AO EMPREGADO EM CÓDIGOS ÉTICOS: ESTUDO DE CASO]]></article-title>
<article-title xml:lang="fr"><![CDATA[LA MARQUE EMPLOYEUR ET LA PROPOSITION DE VALEUR AUX EMPLOYÉS DANS LES CODES ÉTHIQUES : UNE ÉTUDE DE CAS]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Crespo]]></surname>
<given-names><![CDATA[Javier L.]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Fondevila-Gascón]]></surname>
<given-names><![CDATA[Joan-Francesc]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Marqués-Pascual]]></surname>
<given-names><![CDATA[Joaquín]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Esic Business &amp; Marketing School  ]]></institution>
<addr-line><![CDATA[Barcelona ]]></addr-line>
<country>España</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universitat Ramon Llull  ]]></institution>
<addr-line><![CDATA[Barcelona ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,EAE Business School  ]]></institution>
<addr-line><![CDATA[Barcelona ]]></addr-line>
<country>Spain</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>03</month>
<year>2022</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>03</month>
<year>2022</year>
</pub-date>
<volume>32</volume>
<numero>83</numero>
<fpage>51</fpage>
<lpage>62</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0121-50512022000100051&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0121-50512022000100051&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0121-50512022000100051&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN: La propuesta de valor para el empleado (PVE; en inglés Employee Value Proposition o EVP) ha adquirido en el área de dirección de personas una importancia inusitada en el contexto empresarial actual. Las estrategias de imagen de marca como buen lugar para trabajar están multiplicando sus acciones de comunicación para dar a conocer una experiencia del trabajo atractiva, llena de ventajas y beneficios, en concordancia con ciertos valores, y con la intención no solo de promover cierta ética en el trabajo, sino también de atraer y fidelizar el talento. Este trabajo analiza, mediante un análisis documental y de contenido temático, la PVE que las entidades del sector financiero, incluidas en el índice selectivo bursátil español, Ibex 35, promulgan a través de sus códigos éticos, en comparación con el global de sociedades cotizadas. Se constata que las entidades financieras integradas en el Ibex 35 tienen un grado de desarrollo alto, con respecto a la comunicación de una PVE a través de sus códigos éticos, ya que cumplen la mayor parte de categorías de esta, con similitudes y diferencias, y que promueven una imagen de buen lugar para trabajar a través de la afiliación y el desarrollo profesional principalmente.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT: The employee value proposition (EVR) approach has acquired an unusual importance in the area of people management under the current business scenario. Employer branding strategies are multiplying their communication actions to publicize an attractive work experience, full of advantages and benefits, in accordance with certain values and with the intention of not only promoting certain work ethics but also attracting and retain talent. Through a documentary and thematic content analysis, this research studies the EVP that financial sector organizations included in the Spanish selective stock index (Ibex 35) enact through its ethical codes (ce), compared to those endorsed by firms in the global list of listed companies. It is verified that the financial entities integrated in Ibex 35 report a high degree of development with respect to the communication of a EVP through its ces, since they fulfill most of the categories defined by Ibex 35 listed companies (with similarities and differences), and that these firms promote an image of being a great place to work through membership and professional development. From a practical theoretical point of view, this study determines that the categories of affiliation, professional development, and work content, those most related to engagement, have greater weight in the communication strategy of a pve.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[RESUMO: A proposta de valor ao empregado (PVE, em inglês employee value proposition - EVP) vem adquirindo na área de gestão de pessoas uma importância inusitada no contexto empresarial atual. As estratégias de imagem de marca como bom lugar para trabalhar estão multiplicando suas ações de comunicação para evidenciar uma experiência do trabalho atrativa, cheia de vantagens e benefícios, em concordância com certos valores e com a intenção não somente de promover certa ética no trabalho, mas também de atrair e fidelizar o talento. Este trabalho analisa, mediante uma análise documental e de conteúdo temático, a PVE que as entidades do setor financeiro, incluídas no índice seletivo da bolsa espanhol, Ibex 35, promulgam por meio de seus códigos éticos, em comparação com o global de sociedades cotadas. Constata-se que as instituições financeiras integradas no Ibex 35 têm um grau de desenvolvimento alto, a respeito da comunicação de uma PVE mediante seus códigos éticos, já que cumprem a maioria das categorias desta, com semelhanças e diferenças, e que promovem uma imagem de bom lugar para trabalhar por meio da afiliação e do desenvolvimento profissional principalmente.]]></p></abstract>
<abstract abstract-type="short" xml:lang="fr"><p><![CDATA[RÉSUMÉ: La proposition de valeur aux employés (PVE) a acquis une importance inhabituelle dans le domaine de la gestion des personnes dans le contexte actuel de l'entreprise. Les stratégies d'image de marque comme bon endroit de travail multiplient leurs actions de communication pour faire connaître une expérience de travail attractive, pleine d'avantages et de bénéfices, en accord avec certaines valeurs, et avec l'intention non seulement de promouvoir une certaine éthique dans le travail, mais aussi d'attirer et retenir les talents. Ce travail analyse, à travers une analyse documentaire et un contenu thématique, la PVE que les entités du secteur financier, inclus dans l'indice boursier espagnol sélectif, Ibex 35, promulguent à travers leurs codes éthiques, en comparaison avec le nombre mondial d'entreprises cotées. On constate que les entités financières incluses dans l'Ibex 35 ont un degré élevé de développement, en ce qui concerne la communication d'une PVE à travers leurs codes éthiques, car elles respectent la plupart de ses catégories, avec des similitudes et des différences, et qui favorisent une l'image d'un bon endroit où travailler grâce à l'adhésion et au perfectionnement professionnel principalement.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[código ético]]></kwd>
<kwd lng="es"><![CDATA[employer branding]]></kwd>
<kwd lng="es"><![CDATA[finanzas]]></kwd>
<kwd lng="es"><![CDATA[Ibex 35]]></kwd>
<kwd lng="es"><![CDATA[propuesta de valor al empleado]]></kwd>
<kwd lng="en"><![CDATA[Ethical code]]></kwd>
<kwd lng="en"><![CDATA[employer branding]]></kwd>
<kwd lng="en"><![CDATA[finance]]></kwd>
<kwd lng="en"><![CDATA[Ibex 35]]></kwd>
<kwd lng="en"><![CDATA[employee value proposition]]></kwd>
<kwd lng="pt"><![CDATA[código ético]]></kwd>
<kwd lng="pt"><![CDATA[employer branding]]></kwd>
<kwd lng="pt"><![CDATA[finanças]]></kwd>
<kwd lng="pt"><![CDATA[Ibex 35]]></kwd>
<kwd lng="pt"><![CDATA[proposta de valor ao empregado]]></kwd>
<kwd lng="fr"><![CDATA[code éthique]]></kwd>
<kwd lng="fr"><![CDATA[marque employeur]]></kwd>
<kwd lng="fr"><![CDATA[finance]]></kwd>
<kwd lng="fr"><![CDATA[Ibex 35]]></kwd>
<kwd lng="fr"><![CDATA[proposition de valeur aux employés]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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