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

Purpose- The concept of employer branding 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 the expected and perceived employer brand. Methodology- Data gathered from 300 employees in the banking sector was analyzed through SPSS 21.0. 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 while employees expected social and economic value from their ideal employer. Furthermore, 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 the 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,

PDF

___

Backhaus, K., Tikoo, S. (2004). Conceptualizing and researching employer branding. Career development international, 9(5), 501-517.
Barrow, S., Mosley, R. (2011). The employer brand: bringing the best of brand management to people at work. John Wiley & Sons.
Berthon, P., Ewing, M., Hah, L. L. (2005). Captivating company: dimensions of attractiveness in employer branding. International journal of advertising, 24(2), 151-172.
Biswas, M. K., Suar, D. (2014). Antecedents and consequences of employer branding. Journal of Business Ethics, 1-16.
Cable, D. M., Judge, T. A. (1996). Person–organization fit, job choice decisions, and organizational entry. Organizational behavior and human decision processes, 67(3), 294-311.
Charbonnier‐Voirin, A., Poujol, J. F., Vignolles, A. (2017). From value congruence to employer brand: impact on organizational identification and word of mouth. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l'Administration, 34(4), 429-437.
Elving, W. J., Westhoff, J. J., Meeusen, K., Schoonderbeek, J. W. (2013). The war for talent? The relevance of employer branding in job advertisements for becoming an employer of choice. Journal of Brand Management, 20(5), 355-373.
Gaddam, S. (2008). Modeling employer branding communication: the softer aspect of hr marketing management. ICFAI Journal of Soft Skills, 2(1).
Knox, S., Freeman, C. (2006). Measuring and managing employer brand image in the service industry. Journal of Marketing Management, 22(7-8), 695-716.
Lievens, F., Highhouse, S. (2003). The relation of instrumental and symbolic attributes to a company's attractiveness as an employer. Personnel Psychology, 56(1), 75-102.
Lievens, F. (2007). Employer branding in the Belgian Army: the importance of instrumental and symbolic beliefs for potential applicants, actual applicants, and military employees. Human Resource Management, 46(1), 51-69.
Lievens, F., Van Hoye, G., Anseel, F. (2007). Organizational identity and employer image: towards a unifying framework. British Journal of Management, 18(s1), 45-59.
Moroko, L., Uncles, M. D. (2008). Characteristics of successful employer brands. Journal of Brand Management, 16(3), 160-175.
Maxwell, R., Knox, S. (2009). Motivating employees to" live the brand": a comparative case study of employer brand attractiveness within the firm. Journal of marketing management, 25(9-10), 893-907.
Rosethorn, H. (2009). The employer brand: keeping faith with the deal. Gower Publishing, Ltd.
Schneider, B. (1987). The people make the place. Personnel psychology, 40(3), 437-453.
Verquer, M. L., Beehr, T. A., Wagner, S. H. (2003). A meta-analysis of relations between person–organization fit and work attitudes. Journal of vocational behavior, 63(3), 473-489.
Wahba, M., Elmanadily, D. (2015). Employer branding impact on employee behavior and attitudes applied study on pharmatecual in Egypt. International Journal of Management and Sustainability, 4(6), 145-162.

Journal of Business Economics and Finance-Cover

Yayın Aralığı: Yılda 4 Sayı
Başlangıç: 2012
Yayıncı: PressAcademia

Arşiv