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allocate memory for pool. in /var/www/vhost/bsfrh.com/home/html/wp-content/plugins/revslider/revslider.php on line 21 Banca y seguros quieren reconquistar a los empleados | BS Formación

Banca y seguros quieren reconquistar a los empleados

Equipos&Talento, 1/062016

Fustigados por la crisis económica, el sector de la banca y, en menor medida, el de los seguros sufren ahora los efectos de un descenso de reputación, no solamente entre sus propios empleados, sino también entre el potencial talento externo. Para reconquistar el terreno perdido, las compañías están intensificando sus estrategias de employer branding, prestando especial atención a aspectos como la conciliación, la formación continua o el desarrollo de carreras. A su favor juega, sobre todo, la notoriedad, es decir, el amplio conocimiento que la sociedad tiene sobre la mayoría de las empresas financieras y aseguradoras, que esgrimen marcas consolidadas y reconocidas.

Los críticos momentos que ha vivido el sector de la banca en los últimos años, y no tanto el de los seguros, han derivado en una evidente pérdida de atractivo como empleadores. Fusiones, adquisiciones y absorciones han tenido como consecuencia un descenso de posiciones en los rankings de las mejores compañías donde trabajar. Y parece que el tsunami no ha pasado de largo, a tenor de las últimas noticias referidas al empleo en el sector. El último varapalo lo hemos conocido hace poco: el Banco Santander anunciaba el cierre de 450 oficinas durante este año, lo que afectará a unos 1.200 trabajadores. Casi simultá- neamente, el consejero delegado de BBVA, Carlos Torres, realizaba en Copenhague unas declaraciones que encendían todas las alarmas, afirmando que “a muchos años vista” el banco podría funcionar con 1.000 oficinas, de las 3.800 actuales. La creciente digitalización de este sector, la caí- da de los tipos de interés y el cambio en el tipo de negocio, con la aparición de nuevos competidores, complican la generación de ingresos y estrecha los márgenes de beneficios. ¿Estamos ante una auténtica reconversión de la banca española? Seguramente sí, quizás con más fusiones a la vuelta de la esquina e, inevitablemente, cierres de oficinas y reducciones de plantilla. En su último Informe de Estabilidad Financiera (IEF), el Banco de España ofrecía un claro diagnóstico de este panorama. “El mantenimiento de unos niveles de ROE en el tiempo por debajo del coste del capital supone un reto para las entidades españolas, como lo es también para el conjunto del sistema bancario europeo”, exponía. Y emitía el siguiente aviso: “En estas condiciones, las entidades deberán ajustar su modelo de negocio y, cuando sea preciso, su estrategia corporativa, con objeto de adecuar su organización y estructura a un entorno económico y regulatorio muy exigente”. En menos de un lustro, el número de sucursales de banca en España estará por debajo de las existentes en 1980. En septiembre de 2008, justo antes de la quiebra de Lehman Brothers que desató la peor crisis financiera desde la Gran Depresión, el número de oficinas en territorio nacional era de 46.118, el mayor de la historia. Desde entonces se ha reducido en un 32% como consecuencia de la concentración del sector y de la desaparición de las cajas de ahorro. A cierre de diciembre de 2015, los bancos contaban con 31.087 sucursales para un país de 46,7 millones de habitantes, lo que supone la menor cifra desde diciembre de 1983, cuando había 31.069 oficinas para una población de 38,2 millones. Una vez restadas las que cerrará Banco Santander, Espa- ña se situará al nivel de 1980, pero con una población sustancialmente mayor. Y, ¿qué pasa con el sector asegurador? Aquí, la reputación corporativa no ha sufrido de modo tan acusado los efectos de la crisis económica de los últimos años. Algunas compañías del sector se cuelan incluso en los primeros puestos de rankings de reputación corporativa o de atractivo como empleadores, como los reconocimientos que otorga Great Place to Work. Los seguros y la banca van de la mano en muchos negocios, pero el sector asegurador ha surcado mejor la crisis que su socio histórico. De hecho, la banca ha aprovechado el tirón, dando mayor peso a la actividad de seguros dentro de su negocio, de modo que algunas entidades han incrementado de manera importante sus ingresos en esta división.

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