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

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

Hande Sinem Ergun Berivan Tatar

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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