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

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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