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

Year 2018, Volume: 7 Issue: 3, 200 - 207, 30.09.2018

Abstract

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.

References

  • 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.
Year 2018, Volume: 7 Issue: 3, 200 - 207, 30.09.2018

Abstract

References

  • 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.
There are 18 citations in total.

Details

Primary Language English
Journal Section Articles
Authors

Hande Sinem Ergun This is me 0000-0003-3885-8902

Berivan Tatar 0000-0002-0934-3734

Publication Date September 30, 2018
Published in Issue Year 2018 Volume: 7 Issue: 3

Cite

APA Ergun, H. S., & Tatar, B. (2018). A COMPARISON OF EMPLOYEES’ PERCEIVED AND EXPECTED EMPLOYER BRAND ATTRIBUTES: EVIDENCE FROM TURKEY. Journal of Business Economics and Finance, 7(3), 200-207.

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