Cultura y compromiso: Organizacional: Efectos indirectos de la experiencia de marca empleadora

The dynamic environment of universities forces them to develop differentiating strategies to attract and retain the best teachers. The study analyses the indirect effects of employer brand experience as a driving factor in the influence of culture on organisational commitment. The methodology of the study, following the route of the quantitative approach, was carried out on a sample of 369 university teachers in the Arequipa region of Peru, testing the hypotheses using partial least squares through structural equations. The results show that there are positive and significant direct relationships between employer brand experience, culture and organisational commitment. In turn, employer brand experience significantly moderates the relationship between culture and organisational commitment. Organisational culture alone does not have as much impact on organisational commitment. However, the moderate mediation of the employer brand experience enhances this relationship. Therefore, in order to strengthen organisational culture and organisational commitment, employer brand management should be included as a priority as an energising factor.