İşveren Markasının Çalışanların Tutumu Açısından İncelenmesi: Bir Alan Çalışması

Abstract

The employer branding defined as "the package of functional, economical and psychological benefits provided by employment and identified with the employing company”, refers to the process of creating a unique and attractive employer image in order to both attract talented potential employees and retain qualified existing employees. This research, which aims to determine the employer branding perception levels of the employees, consists of two different parts, Study-1 and Study-2. While Study-1 deals with the effect of employer branding on the perception and attitudes of the potential workforce that has not yet entered the business life in the context of our country, Study-2; Considering the effect of employer branding on the perception and attitudes of the workforce currently employed in a workplace, the effect of employer branding on work engagement and turnover intention is discussed. In addition, the mediating role of work engagement in the relationship between employer branding and turnover intention was also examined. In Study-1, whether the sub-dimensions of employer brand differ in terms of gender and department type was examined by t-test analysis. In Study-2, the mediating role of work engagement in the relationship between employer brand and turnover intention was tested with Model 4 presented in Process Macro SPSS Version 3.0 (Hayes, 2018). In the findings obtained for the research questions raised within the scope of Study-1, a significant difference was found in the attitudes of women and men towards the Sub-dimension of Employer Branding, Development Value and Application Value. However, it has been revealed that the degree of importance given to employer branding and its sub-dimensions does not differ in terms of students studying in STEM and NON-STEM departments. According to the findings obtained for Study-2, it has been revealed that employer branding is positively related to work engagement and negatively related to turnover intention in terms of current employees. In addition, the mediating role of work engagement has been identified in the effect of employer branding on turnover intention.