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

Year 2018, , 57 - 61, 01.09.2018

Hande Sinem Ergun Berivan Tatar

https://doi.org/10.17261/Pressacademia.2018.856

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

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