THE EFFECTS OF SYMBOLIC IMAGE DIMENSIONS ON EMPLOYER ATTRACTIVENESS IN TERMS OF EMPLOYER BRANDING CONCEPT

Year 2017, , 398 - 407, 30.12.2017

Furkan Marasli Mujdelen Ipek Yener

https://doi.org/10.17261/Pressacademia.2017.728

Abstract

Purpose- Employer
branding has been subject to various studies in strategic human resource field
in order to attract high-skilled potential employees and retain existing
employees to create competitive advantage over its competitors with creating
high intellectual capital assets. Present study aims to focus on the effects of
symbolic image dimensions of employer on employer attractiveness.                

Methodology- In order to test propositions, questionnaires are
conducted on 181 last year bachelor, master and PhD students which are
considered as potential employees for organizations in Turkish universities
between the years 2016-2017. Data gathered from questionnaires are analyzed
through SPSS program. 

Findings- All the
suggested hypothesis regarding to research model are accepted and findings are
consistent with the literature.  Conclusion- Analysis results revealed
that symbolic image dimensions of employer have significant positive affect on
employer attractiveness. All three dimensions of symbolic image have
significant effect on all four dimensions of employer attractiveness. 

Keywords

Employer brand, employer branding, employer attractiveness, organizational attractiveness, symbolic image

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