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

Abstract

Purpose- The concept of employer brand 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 expected and perceived employer brand.

Methodology- Data gathered from 300 employees in the banking sector was analyzed through SPSS and 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 and the 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 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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