Caso Campos Cultivados: generación de una cultura unificada para la creación de una marca empleadora sólida y atractiva

Abstract

Campos Cultivados has identified operational and cultural challenges within its organization, which include a lack of coordination between management and fieldwork, a deficiency in understanding and empathy toward the importance of temporary workers, and issues with the employer brand during harvest season due to rumors of internal misconduct. In response to these issues, a plan for internal communication targeting administrative staff is proposed. The plan aims to recognize the value of fieldwork and includes a motivation campaign to foster the retention of temporary personnel. This plan encompasses objectives, strategies, actions, goals, and indicators to ensure effective implementation. Its purpose is to align all Campos Cultivados employees with a renewed identity that acknowledges the value of every department within the organization, emphasizing the significance of fieldwork in achieving organizational objectives, and building a positive employer brand associated with the promotion of the well-being of temporary workers.