A COMPARISON OF EMPLOYEES’ PERCEIVED AND EXPECTED EMPLOYER BRAND ATTRIBUTES: EVIDENCE FROM TURKEY

Authors : Hande Sinem ERGUN, Berivan TATAR

Pages : 57-61

Doi:10.17261/Pressacademia.2018.856

View : 14 | Download : 9

Publication Date : 2018-09-01

Article Type : Research Paper

Abstract :Purpose- The concept of employer brand has provided great convenience for creating a sense of “great place to work” in the war for talent in today`s business world. In particular, employer brand perception meeting the employees’ expectations has a critical prescription for retainment ability of employers. In this context, the aim of the study is to evaluate the congruence of expected and perceived employer brand. Methodology- Data gathered from 300 employees in the banking sector was analyzed through SPSS and factor and reliability analysis and paired sample t-test were used to test hypotheses. Findings- Results indicated that employers mostly provide social and application value and the highest difference occurs between perceptions and expectations of interest and economic value in the banking sector. Conclusion- The study contributes to the comprehension of that using employer branding practices alone is not sufficient and compatibility of attributes with employees’ expectations is essential for employer attractiveness.
Keywords : Employer brand, employer brand attractiveness, banking industry, employer brand expectation, employer brand perception