Análisis de caso: Employer Branding en la empresa Siemens S.A.

Abstract

This study examines Employer Branding at Siemens S.A., focusing on how the employer brand is perceived within the organization and the role of the Knowledge Board as a key tool in communication and brand management. Based on interviews with Human Resources employees and a detailed review of the platform’s content, various aspects of Employer Branding are explored, such as how corporate values are conveyed, their alignment with organizational culture, and their influence on employee engagement. The findings indicate that Siemens has implemented a strong Employer Branding strategy; however, differences emerge in how employees perceive the effectiveness of certain resources, particularly in terms of accessibility and applicability in daily tasks. The Knowledge Board serves as a crucial channel for disseminating corporate information and strengthening employees’ sense of belonging; nevertheless, its impact varies depending on the level of interaction each user has with the platform. Throughout the analysis, the importance of structured and consistent Employer Branding management is emphasized, as it directly affects the company’s reputation and talent retention.