Management of Employer Branding and Communication 2.0

Presenting oneself as the best place to work is the objective of employer branding, which allows organizations to have a highly qualified human group, with a sense of belonging and high commitment. However, to achieve this goal, it is necessary to communicate the brand through the most effective channels, both off and online. In this context, this article examines how organizations communicate employer branding management on their websites, taking as a sample the most reputable companies in Latin America. The objective of the study is to identify the 2.0 communication practices and strategies used by the most reputable companies to visualize their employer brand. The results of the study allow us to infer that Ibero-American companies are paying more and more attention to the management of their employer brand and the use of websites as a communication tool. The most common practices include the publication of information about the company’s corporate identity, culture and values; the benefits of working for the organization; professional development opportunities for employees; and employee testimonials.