Accións da responsabilidade social empresarial. Atrae, retén e motiva o capital intelectual da empresa? ; Actions of the entreprise’s social responsibility.Does it attract, retain and motivate theintellectual capital of the company?

[Resumo] Este artigo establece, a través dunha investigación de campo, a importancia da implantación da responsabilidade social nas empresas co fin de estas reteren o seu capital intelectual. A fugade cerebros e a retención do talento é arestora un tema de actualidade que preocupa as grandes entidades, as cales intentan motivar, atraer e reter o seu know how para lograren desta forma posicionarse como líderes no seu sector ou nicho de mercado. Para isto, implementan dentro das súas políticas a responsabilidade social empresarial, con accións que varían en función da xeración a que pertence o seu cadro de persoal e que se relacionan neste estudo. ; [Abstract] This article establishes the importance of the implantation of the enterprise social responsibility in the companies to retain its intellectual capital through a field research. The brain drain and the retention of talent, are very current subjects and a concern for the big companies, that try to motivate, to attract and to retain its know how and thus to position themselves as the leader sin its sector or niche of market. For this reason, they implement enterprise social responsibility within their policies, with actions that vary based on the generation to which their group belongs and that is related in this study.