EMPLOYER BRANDING AND EMPLOYEE ATTITUDES: MEDIATING ROLE OF PERSON-ORGANIZATION FIT

Abstract

Purpose - The aim of this study is to investigate the relationship between employer branding, organizational citizenship behavior, organizational identification, intention to stay in consideration of perceived person-organization fit.

Methodology - The empirical data were gathered from 300 respondents working at banking sector in Turkey and analyzed through SPSS 21.1 and PROCESS macro for testing mediating effect.

Findings- The findings underpin that application value and development value and socialization provided as a part of the employer branding activities affects the organizational identification, organizational citizenship behavior and intention to stay. Meanwhile perceived person-organization fit partially mediates the relationship between employer branding, intention to stay, organizational identification, courtesy and civic virtue while fully mediates the relationship between application value, development value and socialization and altruism.

Conclusion- Comprehension of employer branding’s role on the organizational outcomes contributes to the competitiveness of organizations in today’s competitive labor market holding talent shortages and difficulty in finding and retaining committed employees in virtue of attracting and retaining the best talents.

Keywords

• Employer branding,organizational citizenship behavior,organizational identification,intention to stay,person-organization fit

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