Endomarketing for Leadership and Optimisation
of Results in Human Talent Management. Financial
Sector of Honduras-2024
Endomarketing para el Liderazgo y
Optimización de Resultados en la Gestión Del Talento Humano. Sector Financiero de Honduras-2024
Alicia Jacqueline Miranda Valle[*]
ABSTRACT
Organizational
competitiveness moves senior management to redirect their strategies to levels
of excellence, emphasizing what was once secondary, in this context we talk
about the human factor as the key piece that sustains business vitality through
its physical and intellectual effort. The objective of this article is to
elucidate the methodology applied with a view to obtaining results on the
perceptions of employees working in the Honduran financial sector on the
processes applied in Human Talent Management, leadership style, optimization of
results and Endomarketing programs, for this, a
questionnaire of 66 items was designed, applied to a sample of 376 participants
selected through random sampling. The results suggest that, despite the
existence of a positive and strong correlation between Endomarketing
and the variables under study, on a day-to-day basis the efforts reflected are
perceived in partial terms, by those actors whose approval of workplace welfare
programs is limited by difficulties in communication, work environment, equity
and opportunity for all among others. However, it is true that the
objectives are met, but their scope projects a medium level of satisfaction.
Keywords:
Talent Management, Leadership, Optimization of Results, Endomarketing,
Workplace Well-being
RESUMEN
La competitividad organizacional
mueve a la alta gerencia a redireccionar sus estrategias a niveles de
excelencia, prestando énfasis a lo que un día fue secundario, en este contexto
hablamos del factor humano como la pieza clave que sostiene la vitalidad
empresarial a través de su esfuerzo físico e intelectual. El objetivo de este
artículo es dilucidar la metodología aplicada con miras a obtener resultados
sobre las percepciones de los colaboradores que laboran en el sector financiero
hondureño sobre los procesos implementados en la Gestión del Talento humano,
estilo de liderazgo, optimización de resultados y programas de Endomarketing,
para ello, se diseñó un cuestionario de 66 ítems, aplicado a una muestra de 376
participantes seleccionados a través de muestreo aleatorio. Los resultados
sugieren que, a pesar de existir una correlación positiva y fuerte entre el
Endomarketing y las variables en estudio, en el día a día los esfuerzos
reflejados son percibidos en términos parciales, por aquellos actores cuya aprobación
sobre los programas de bienestar laboral se limita por dificultades en la
comunicación, clima laboral, equidad y oportunidad para todos, entre otros, si
bien es cierto los objetivos se cumplen, pero su alcance proyecta mediano nivel
de satisfacción.
Palabras clave: Gestión del Talento, Liderazgo,
optimización de resultados, Endomarketing, Bienestar laboral.
INTRODUCTION
The Honduran financial sector is characterized by
discipline and credibility in relation to the processes applied. This business
sector has an average of 18099 direct employees and an unspecified number of
indirect employees, divided among 14 private sector banking entities, which
implies strategic maneuvers to simplify the harmony between the achievement of
the objectives and the welfare of the employees.
This article was designed considering scientific and statistical methodological
elements, both for the collection of information, as well as in the processing
and interpretation of the results.
MATERIALS AND METHODS
In the search to obtain answers in order to understand
the levels of satisfaction of the collaborators with the labor welfare
strategies implemented in the organizations of the Honduran financial sector,
the research method is used, where the What, When, How and What was done are
considered.
This article has a mixed and correlational research
design, since the researcher studies the various relationships that may occur
between variables (Ramos, 2015). In talent management it will allow studying
the relationships between variables and the impact between them, which will add
value to the results on organizational dynamics, at a non-experimental level
since variables will not be manipulated and cross-sectional since the data will
be collected at a single point in time. In this section the participant
population is determined, considering some essential characteristics such as:
homogeneity, time, space, quantity, among others, and the sample is determined
under statistical parameters that guarantee the representativeness of the
results. In this research, the reference population is delimited in the
financial sector, which is represented by 14 banks, located in the 18
departments of the Honduran territory, being considered all the levels of the
hierarchical structure and the segments of the commercial and administrative
business, the demographic characteristics to be considered are chronological
age, gender, marital status, schooling and work seniority.
To estimate the sample size, the simple random
sampling method was used, which consists of selecting individuals at random
from a group (Casal & Mateu, 2003). According to
the selection criterion, this formula was designed to determine the sample of a
finite population of quantitative variables. The formula is illustrated below.
The values represented according to the formula are
shown as follows:
n = Sample (Value to be found with the formula described above).
N = Total Population
18,099.00
Z = Statistical parameter dependent on the Confidence Level raised to the value
of 95% (Value determined by the researcher).
1.96
e =Maximum accepted estimation error (Value determined by the researcher).
0.05%
p = Probability of occurrence of the event.
50%
Numerical formula to obtain the sample
The representative sample obtained from a finite population
of 18099 in the Honduran financial sector is 376.
A Likert scale questionnaire was used to collect the data, establishing the
following grades according to the perception and experience of the
collaborators in the Honduran financial sector, the response scale is detailed
below:
1. Never
2. Rarely
3. Sometimes
4. Often
5. Always
In the design, the items were grouped by sections
according to variables and subdimensions.
1. Human Talent Management (It consists of 5 sub-dimensions)
a. Recruitment, Selection and Induction.
b. Training
c. Performance Evaluation
d. Compensation and Benefits,
e. Climate and Culture
2. Leadership (includes 2 styles). To obtain the measurement of this variable,
the Leadership Style test of Robert Blake and Jane Mouton designed in 1960,
which is based on the theory of leadership behavior, was adapted.
a. People-oriented
b. Task-oriented
3. Results Optimization (made up of 5 sub-dimensions)
a. Measurement of objectives
b. Identification of opportunities
c. Informed decision making
d. Effective communication
e. Resource efficiency
4. Endomarketing (composed of 4 sub-dimensions)
a. Emotional identity with the organizational culture.
b. Communication and supportive culture.
c. Recognition of achievements.
d. Equity and opportunities.
The instrument consists of 66 items, and
the tool used for the design and application of the test was Google Form. Table
1 below shows the distribution of items according to variables and
subdimensions. Accessibility to the entire population regardless of geographic
location.
Table 1. Distribution of number of items by variable subdimensions
|
No de ítems por variable |
Variables |
Subdimensiones |
No de ítems por Dimensiones |
|
17 |
Gestión del
Talento Humano |
Reclutamiento,
Selección e Inducción |
4 |
|
Capacitación |
3 |
||
|
Evaluación del
Desempeño |
3 |
||
|
Compensación y
Beneficios |
3 |
||
|
Clima y
cultura |
4 |
||
|
18 |
Estilos de Liderazgo |
Orientado a las Personas |
9 |
|
Orientado a las Tareas |
9 |
||
|
15 |
Optimización
de resultados |
Medición
Objetiva |
3 |
|
Identificación
de Oportunidades |
3 |
||
|
Toma de
Decisiones Informada |
3 |
||
|
Comunicación
Efectiva |
3 |
||
|
Eficiencia de
los recursos |
3 |
||
|
16 |
Endomarketing |
Identidad emocional con la cultura organizacional |
4 |
|
Comunicación y Cultura de apoyo |
4 |
||
|
Reconocimiento de logros |
4 |
||
|
Equidad y oportunidades |
4 |
Source: Own elaboration (2024)
Statistical validity of the instruments
To obtain the validity of the instrument to be used, the measure of internal
consistency, for which Cronbach's Alpha analysis was used, by means of which
the following results were obtained, analyzing 66 items, from a sample of 14
participants (See Figure 1).
Illustration 1. Statistical result of
Cronbach's Alpha, using SPSS.
Fuente: Resultados de SPSS (2024)
According
to the results obtained through Cronbach's Alpha of .986, it is confirmed that
each of the items (66), defined for this test, have high internal consistency,
that is to say that the items are highly correlated and measure the same
variable in an underlying manner.
Results Analysis Plan
This section establishes the route defined for the analysis of the data
obtained from the application of statistical methods and programs used for the
treatment and measurement of the variables in the studies of this article.
1. In the first instance, the study population and sample were determined
according to demographic characteristics.
2. To obtain the information, the instrument was designed in Google Form,
through which the participant receives the link to the test, which allows
receiving the results at the instant the participant completes the instrument.
3.
The SPSS system was used for data analysis, as a statistical method that allows
determining the statistical correlation between study variables.
Data
analysis methods and models.
For the integral processing of the results, the statistical steps, methods and
formulas were established.
1. Define hypotheses Ho and Ha
2. Define alpha value (a) = 5%.
3. Determine the p-value.
4. Define assumptions to determine whether the analysis will be parametric or
nonparametric.
5. Perform Normality test: Kolmogorov Smirnov test for samples greater than 50.
6. Perform relationship hypothesis test using Spearman's Correlation test (Non-parametric, when there is no normality).
a. Make a decision to reject or not to reject the Ho.
b.
State the conclusion based on Spearman's correlation and the interpretation of
the relationship through Spearman's significance table.
Programs for data analysis.
The Statistical Package Social Science (SPSS),
designed by Dr. Sheridan Coakes, SPSS version 14.0
for Windows, was used for data analysis. Its effective functionality lies in
tabulation and crossover frequencies. SPSS stands out for its capacity to
process data in large quantities and user-friendly access (Gómez, 2008).
For the design of the strategic model, Microsoft Excel was used, defined as a
computer program that allows the manipulation of numerical and text data,
connecting both by means of simple and/or dynamic tables, suitable for any
computer with Windows software; the choice of this statistical package was made
because certain financial entities do not have systems and access permissions
to external technologies, this being a limitation for the design of the model
through sophisticated systems. The Model designed in Excel allows the user to
have access to several windows ordered according to strategies (Tactics or
Statistics) at the same time that provides control in the implementation of the
activities. (See Table 2 - Study variables and Table 3 - Demographic
variables).
Table 2: Operationalization of variables under study
|
Variable |
Definición |
Tipo de Variable |
Categorización |
Indicador |
Nivel de Medición |
Valor |
|
|
Gestión de Talento Humano |
¨Es una función administrativa
dedicada a la adquisición, entrenamiento, evaluación y remuneración de los
empleados¨ |
Cualitativa Discretas |
Contratación e Inducción |
Proceso de Reclutamiento |
Ordinal |
Dicotómicas |
|
|
Proceso de Selección |
|||||||
|
Proceso de Inducción |
|||||||
|
Capacitación |
Programas de desarrollo de
habilidades |
Politómicas |
|||||
|
Beneficios |
Programa de incentivos adicionales |
Dicotómicas |
|||||
|
Compensación |
Políticas de compensación |
Dicotómicas |
|||||
|
Liderazgo |
¨Poder, dominio y autoridad,
ejercida a través de una persona hacia un grupo social sobre el que ejercen
influencia en algún grado¨ |
Cualitativa Discretas |
Liderazgo Orientados a las tareas. |
Bases del comportamiento y
funcionamiento. |
Ordinal |
Politómicas |
|
|
Liderazgo Orientados a las
personas. |
Bases del comportamiento y
funcionamiento. |
Politómicas |
|||||
|
|
|
||||||
|
Optimización de resultados |
¨Concreción de un objetivo
utilizando la menor ´ cantidad de recursos disponibles, o en una visión
similar, la obtención del mejor objetivo posible utilizando todos los
recursos con los que se cuenta¨ |
Cualitativa Discretas |
Cumplimiento de metas |
Políticas de compensación fija y
variables |
Ordinal |
Dicotómicas |
|
|
Endomarketing |
¨Constituye un programa que
permite la generación de identidad organizacional y eleva el compromiso
laboral¨ (Arbelaez et al., 2017). |
Cualitativa Discretas |
Mercadeo Interno |
Políticas de Bienestar laboral |
Ordinal |
Dicotómicas |
|
Fuente:
Elaboración propia (2024)
Tabla 3:
Operalización de Variables demográficas
|
Variable |
Definición |
Tipo de Variable |
Categorización |
Indicador |
Nivel de Medición |
Valor |
|
Edad |
¨Es la visión del ciclo de vida.
Conjunto de factores nuevos, como el aumento de la longevidad, que transforma
los roles¨ |
Cualitativa Discretas |
Rango de edad |
18-20 años |
Escala |
Politómicas |
|
|
|
|||||
|
Escolaridad |
¨Es la progresiva extensión a la
totalidad de la población desde edades tempranas hasta la edad adulta, de la
asistencia y permanencia durante determinadas horas y días en instituciones
creadas para la enseñanza y transmisión de determinados saberes¨ |
Cualitativa Discretas |
Nivel educativo |
Secundaria completa Estudiante universitario Licenciatura
completa Estudiante de Postgrado Postgrado completo |
Nominal |
Politómicas |
|
|
|
|||||
|
Estado
Civil |
¨Construcción jurídica que
configuraban el estado civil a partir del estado social, la religión, el
sexo, la filiación o el matrimonio¨ (De las
Heras, 2021). |
Cualitativa Discretas |
Categoría de Estado Civil |
Soltero (a) |
Nominal |
Dicotómicas |
|
|
|
|||||
|
Genero |
¨Conjunto de atributos o
características asignadas al sexo. ¨ |
Cualitativa Discretas |
Estatus social |
Femenino |
Nominal |
Politómicas |
|
|
|
|||||
|
Antigüedad
laboral |
¨Es una medida de rotación laboral
o movilidad en el empleo¨ |
Cualitativa Discretas |
Rango de edad laboral |
0-11 meses |
Escala |
Politómicas |
Source: Own elaboration (2024)
This section describes the assumptions about the results of the applicability
of the Endomarketing model for leadership and results optimization in human
talent management based on the data obtained in the population sample, in which
the aim is to establish predictions about the results.
H0: There is no significant correlation between human
talent management, results optimization and leadership styles with the Endomarketing programs applied in the Honduran financial
sector.
Alternative Hypothesis
Ha: There is a significant correlation between human
talent management, results optimization and leadership styles with the Endomarketing programs applied in the Honduran financial
sector.
To determine whether the Null hypothesis is rejected
or not, the statistical method Spearman's correlation test was used,
statistically used in Likert-type scales Functional tool for correlational
estimations of ordinal variables (Hernández et al., 2006). Considering a
significance level valued according to Alpha α=0.05, with a confidence level of 0.95.
RESULTS
In this section the results obtained for each variable
are presented and described graphically, according to the frequency of
responses of the participants for each item, and at the end the statistical
results are described, for the testing of hypotheses and correlation of
variables.
Statistical analysis Demographic variables
Figure 1: Demographic
Variable- E
Source: Results generated by SPSS (2024)
Of the 376 participants, the age range with the highest frequency of representation
is 31 to 40 years old with a percentage of 48.1%, followed by 21 to 30 years
old with 28.7%, 18.9% are between the ages of 41 to 50 years old, 3.5%
represent people older than 51 years old and a miniscule participation of
people between 18 to 20 years old with 0.8%.
Graph 2: Demographic Variable-
Schooling
Source: Results generated by SPSS (2024).
According to the frequency of participation, 31.9% are represented at the
academic level of completed bachelor's degree, followed by 25.5% with
university degree, 17.6% with completed master's degree, 13% with completed
high school degree, 1.9% doctoral students and 0.5% with completed doctorate. (See Graph 3).
Figure 3: Demographic Variable-Gender
Fuente:
Resultados generados por SPSS (2024)
Of the 376 people, 59.3% identify with the Female
gender and 40.7% represent the Male gender (See Graph 4).
Figure
4: Demographic Variable - Marital Status
Source: Results generated by SPSS (2024).
Of the 376 participants, 46.5% are single, followed by 33.2% with a marital
status of married, 16.2% are in a common-law relationship, 3.2% are divorced
and 0.8% are widowed.
Of the 376 participants, 31.9% have been employed for 1-5 years, 21% have been
employed for 6-10 years, 19.9% have been employed for 0-11 months, 14.4% have
been employed for 11-15 years, 8.5% have been employed for 16-20 years and 4.3%
have been employed for more than 20 years.
Quantitative analysis of sub-dimensions of variables
under study
This section allows us to quantitatively identify the high and low
subdimensions according to the perception of the participants in relation to
the 4 variables.
According to the average scores of the 376 participants, the Talent Management
variable is at adequate levels, which provides opportunities for slight
improvement in the future.
In relation to the Leadership style variable, it is observed that both
characteristics are evidenced in the role of the bosses in the work
environment.
Based on the results obtained in the Optimization of results variable, a high
average constancy is observed in the sub-dimensions, which indicates that there
is a good organization and planning of actions to obtain results.
In relation to the Endomarketing variable, low to high average scores are observed,
which affirms that the actions implemented by the financial entities to create
healthy work environments have a positive impact on the work population.
According to the data obtained, by means of the Gaussian bell graphical
representation, for the analysis of the normality in the frequency of the data
of the Human Talent Management variable, it is observed that the average of the
participants' answers is 3.44 (1-Never, 2-Rarely, 3-Sometimes, 4-Often,
5-Always) so that the average answer deviates 1.044 on average.
According to the data obtained, for the analysis of
the normality in the frequency of the data of the People-Oriented Leadership
Style variable, it is observed that the average of the participants' responses
is 3.32 (1-Never, 2-Rarely, 3-Sometimes, 4-Often, 5-Always) so the average
response deviates 1.057 on average.
çAccording
to the data obtained, for the analysis of the normality in the frequency of the
data of the Task-Oriented Leadership Style variable, it is observed that the
average of the participants' responses is 3.61 (1-Never, 2-Rarely, 3-Sometimes,
4-Often, 5-Always) so the average response deviates 1.072 on average.
According to the data obtained, for the analysis of
the normality in the frequency of the data of the variable Optimization of
results, it is observed that the average of the responses of the participants
is 3.63 (1-Never, 2-Rarely, 3-Sometimes, 4-Often, 5-Always) so the average
response deviates 1.122 on average.
According to the data obtained, for the analysis of
the normality in the frequency of the data of the People-Oriented Leadership
Style variable, it is observed that the average of the participants' responses
is 3.58 (1-Never, 2-Rarely, 3-Sometimes, 4-Often, 5-Always) so the average
response deviates 1.238 on average. See Gaussian bell representation
There is no normal distribution for the variables Human Talent Management,
People-oriented Leadership Styles, Task-oriented Leadership Style, Results
Optimization Methods and Endomarketing Programs,
therefore, non-parametric tests should be used for the hypothesis testing, as
shown below. Spearman correlation test for numerical variables that do not meet
the assumptions of normality.
P value < alpha value (a) = The Null Hypothesis (Ho), which indicates that
there is no significant correlation between human talent management, leadership
styles and results optimization with the Endomarketing
programs applied in the Honduran financial sector, is rejected.
The Spearman Correlation analysis indicates that there
is a significant, positive, and strong correlation between the Endomarketing programs implemented by financial
organizations in results optimization methods (.798), Human Talent Management
processes (.715), Task-oriented Leadership Styles (.612), and a Moderate
correlation between Endomarketing programs and
People-oriented Leadership (.574).
CONCLUSIONS
Based on the proposed hypotheses, the statistical
findings determined that there is a significantly direct, positive and strong
correlation between the variables under study human talent management,
leadership, optimization of results and Endomarketing
programs deployed by the organizations of the Honduran financial sector,
however this correlation is assumed in average levels of perception, which
points to a medium satisfaction in the processes, programs and solid resources
that favor integrally the personal and professional needs of the collaborators,
according to the legal framework.
In summary, the methodological proposal of this
article, is based on evidence which means that today, the financial entities,
operate at average satisfaction levels, although they comply with the
objectives, the findings exhibit challenges in terms of labor welfare i.e.
communication, interaction, sense of belonging, equality, justice, personal and
professional growth, which indicates a huge potential for changes in best
practices in the referential sector.
It is recommended to design and implement solid
programs as an alternative to create a favorable work environment, which
implies positive cause and effect relationships, i.e. the higher the
motivation, the better the results, the better the communication, the better
the operational efficiency, a strong culture improves the attraction of talent.
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