Employer Branding as a Catalyst for Workforce Diversity and Excellence: An In-Depth Study from Costa Rica

Abstract

Background/Purpose: This study explores key factors Costa Rican workers consider when applying to or staying with a company, aiming to inform effective employer branding strategies.
Method: Surveying 385 mid/senior-level professionals, the research focuses on five dimensions: interest value, social value, economic value, development value, and application value.
Result: Findings reveal that Costa Rican professionals prioritize Interest Value, Application Value, and Development Value, emphasizing growth opportunities, engaging roles, and alignment with company values. Competitive compensation is also crucial.
Conclusion: The study suggests that employer branding strategies should highlight development opportunities, meaningful work, and value alignment to attract and retain diverse talent. Limitations include the survey’s design, which may restrict response depth, and its exclusive focus on Costa Rica, potentially limiting generalizability. The results offer valuable insights for organizations in Costa Rica to enhance recruitment and retention by aligning with job seeker preferences.

Keywords: Employer branding, Employer attractiveness, Diversity, Equity & inclusion, Talent attraction, Costa Rica