EMPLOYER BRAND’S EFFECT ON ORGANIZATIONAL COMMITMENT

Abstract

Employer brand is explained as an ideal workplace for an employee’s perspective. Organizational commitment is an emotional commitment of an employee to the organization. These two variables widely studied together in literature due to their related nature. Data was collected by surveys. Demographic form, employer brand scale (Kuzu, 2019) and organizational commitment scale (Allen and Meyer, 1990) was presented to participants. Participants were found from 3 different organizations in İstanbul, Bayrampaşa. Research was conducted with 63 employees. Obtained data was analyzed by Pearson's Correlation, Independent Samples t-Test, One Way ANOVA, Kruskal-Wallis-H, Linear Regression, moderation analysis were run by SPSS. According to the results, employer brand and organizational commitment levels of participants were not changed based on their demographic characteristics. There is a statistically significant relationship between organizational commitment and employer brand. Furthermore, it is found that employer brand has a positive effect on organizational commitment. Results are discussed in the frame of related literature.and then suggestions are presented.

Keywords

• employer branding
• organizational commitment
• education level

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