Technological advances are generating accelerated transformations in multiple spheres of society. Organizations are facing new scenarios that require reflection on the ability of their human talent to face the challenges that arise today. The objective of this work is to describe the strategies aimed at the loyalty of employees in universities in the context of the digital age. The research is field and quantitative, descriptive and non-experimental design, the data was collected with a questionnaire with a Likert scale. The results show that the loyalty strategies of human talent in higher education organizations are of a medium nature. The most applied strategies are promoting a balance between work and personal life (37.5%), and encouraging participation and commitment (38.2%); while the least applied are offering a pleasant and safe work environment (41.3%) and providing a competitive salary and benefits (45.9%). Technological tools can favor human talent in institutions, providing continuous training opportunities, fostering collaboration and teamwork, generating constructive feedback and fostering innovation and performance. © 2023, Universidad del Zulia. All rights reserved.