Bibliometric analysis of key variables in human talent management models: moving towards an employer branding approach?

Abstract

Introduction: Human talent management (HTM) has evolved over the last decade by incorporating strategic variables that respond to dynamic and digital work environments. In this context, employer branding emerges as a relevant approach that links the attraction, development, and retention of talent with organizational reputation. Objective: This bibliometric analysis makes it possible to identify the main trends, gaps, and scientific contributions related to these topics. Methodology: The Scopus database was used to gather articles published between 2014 and 2024. The search was refined through an equation that integrated key concepts and strategic variables related to HTM and employer branding. A total of 109 documents were processed using the tools Bibliometrix (RStudio) and VOSviewer. Results: A steady increase in scientific production related to HTM was observed, highlighting variables such as retention, performance, competencies, and employee engagement. Employer branding stands out as an emerging trend that is still in the process of consolidation. Conclusion: The findings reveal theoretical gaps in the integration of traditional models with reputational approaches, which limits organizations’ adaptability to new challenges. Employer branding offers opportunities to enrich HTM models, especially in sectors such as higher education, by promoting more integrative and contemporary proposals.