Creating Employer Brand

Abstract

Contemporary companies are giving considerable importance to satisfaction of their internal customers as well as satisfying their exterior customers by their goods and products. In tis context, employer branding-  an important concept developed by Simon Borrow- has been accepted as one of the most important developments of 1990s and myriad of companies has started to give importance to the mentioned point (Tüzüner, et al., 2009). Difficulties in finding talented employees, has made employer branding popular especially in service sector (Berthon vd. 2005; Knox and Freeman, 2006). According to information supplied from career portals, nowadays the highest number of job applications are being made to banking sector hence we were curious about this spesific sector in our study. Main sample of this study is composed of applicants that made job application to Albaraka Türk Participation Bank in the last three months prior to the design of this study. Aim of the study is measuring effects of employer branding dimensions in these applicant’s applicaitons behaviours and analyzing the relationship between their brand perceptions related to Albarak Türk Participation Bank and their levels of education and job experiences. With these purposes we used Berthon’s Employer Attractiveness Scale. Our survey has been applied to 500 job applicants from various education and experience levels and we used easy sampling method in choosing these applicants. Our survey, composed of 25 questions and Likert answer key with 7 answers has been brought to applicants via email and results have been analyzed by SPSS program. Our findings showed that rather than experience leves, education levels makes difference in appilicants perceptions about employer brand of the bank.

Keywords: {'name': 'Employer Branding'}, {'name': 'employer Attractiveness'}, {'name': 'Banking'}

Authors & affiliations

Elif Narcıkara
Affiliation not supplied

Yonca Gurol
Affiliation not supplied

Ahmet Uzmez
Affiliation not supplied

Deposited references

Supplied references, not a list of publications citing this article.

Ayan, E. (2012). Türk Bankacılık Sektöründe İstihdam Analizi ve İstihdamın Arttırılması Olanakları. Business & Economics Research Journal, 3(1). 41-57.

DOI: 10.1177/014920639101700108

Barrow, S., & Mosley, R. (2011). The employer brand: Bringing the best of brand management to people at work. John Wiley & Sons.

Baş, Türker, (2011). İşveren Markası: Yüksek Nitelikli Çalışanları Çekmenin ve Elde tutmanın Anahtarı, Optimist Yayım ve Dağıtım.

DOI: 10.1080/02650487.2005.11072912

DOI: 10.1037/0021-9010.70.2.354

DOI: 10.1111/j.1748-8583.1996.tb00412.x

Bruce, D. and Harvey, D. (2010). Marka Bilmecesi, Aslı Özer (çev), Türkiye İş Bankası Kültür Yayınları, İstanbul.

DOI: 10.4324/9780203971611

DOI: 10.1108/00483481111106093

DOI: 10.1002/(SICI)1097-0266(199909)20:9<867::AID-SMJ55>3.0.CO;2-6

DOI: 10.1111/j.1467-6486.2005.00499.x

DOI: 10.1108/00483481011012809

DOI: 10.1177/0149206309348788

DOI: 10.1111/j.1744-6570.1999.tb01819.x

Holliday, K. K., & Karen, A. (1997). Putting brands to the test. US Banker, 107(12), 58-60.

http://ebulten.bddk.org.tr/ABMVC/

http://www.bddk.org.tr/WebSitesi/turkce/Raporlar/TBSGG/13810tbs_temel_gostergeler.pdf

DOI: 10.5465/256866

Johnson, G., Scholes, K., & Whittington, R. (2008). Exploring corporate strategy: Text and cases. Pearson Education.

DOI: 10.1177/1534484306287515

Kılıç, Çağlar (2009), Türk Bankacılık Sektöründe Yapısal Gelişmeler, Yıldız Teknik Üniversitesi Sosyal Bilimler Enstitüsü, Seminer Notları.

DOI: 10.4324/9780080462448

McLean, Koehler, Sparks & Hammond Danışmanlık Şirketi, (2007). The Three Cs of Employer Branding: Culture, Commitment and Communication, http://www.mksh.com/content /documents/2-employer-branding.pdf.

ÖZGEN, E., & AKBAYIR, Z. (2011). Iletişim Yaklaşimiyla Bir Değer Önermesi: Işveren Markalamasi. Erciyes İletişim Dergisi, 2(1).

DOI: 10.1108/00197850810886496

DOI: 10.1006/jvbe.1996.1555

Ulrich, D., & Smallwood, N. (2007). Building a leadership brand. Harvard Business Review, 85(7/8), 92.

DOI: 10.1080/02672570903577091