This consultancy aims to define an employer branding strategy for BBVA bank in its Peru franchise, with the goal of sustainably attracting profiles from the so-called ‘Generation Z’ over the coming years. This will provide a competitive advantage over other major companies in the financial sector by securing talent that adds value to the organization, resulting from an increase in applications for entry-level positions. The research seeks to identify the most attractive variables for the defined segment within the current employee value proposition offered by this organization. Through a communication plan that includes both digital channel efforts and in-person actions, the positioning of the bank will be emphasized based on these variables. Quantitative tools will be used to determine the preferred variables for this segment when considering joining an organization. Additionally, i...