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

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.

Keywords

• Employer brand,employer brand attractiveness,banking industry,employer brand expectation,employer brand perception

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