Creating Employer Brand
PDF

Keywords

Employer Branding
employer Attractiveness
Banking

How to Cite

Narcıkara, E., Gurol, Y., & Uzmez, A. (2016). Creating Employer Brand. International Journal of Research in Business and Social Science (2147- 4478), 5(2), 45-58. https://doi.org/10.20525/ijrbs.v5i2.244

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.

https://doi.org/10.20525/ijrbs.v5i2.244
PDF

References

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

Barney, J (1991), Firm Resources and Sustained Competitive Advantage, Journal of Management, 17, 99-120.

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.

Berthon, P., Ewing, M., & Hah, L. L. (2005). Captivating company: dimensions of attractiveness in employer branding. International journal of advertising, 24(2), 151-172.

Boudreau, J.W., & Rynes S.L., (1985). Role of Recruitment in Staffing Utility Analysis. Journal of Applied Psychology, 70.2, pp. 354-366. http://dx.doi.org/10.1037/0021-9010.70.2.354

Boxall, P. (1996). The strategic HRM debate and the resource‐based view of the firm. Human resource management journal, 6(3), 59-75.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.

Burke, R. J., & Cooper, C. L. (2008). The peak performing organization. Routledge.

Celani, A., & Singh, P. (2011). Signaling Theory and Applicant Attraction Outcomes. Personnel Review, 40(2), 222–238. http://dx.doi.org/10.1108/00483481111106093

Combs, J. G., & Ketchen, D. J. (1999). Explaining interfirm cooperation and performance: toward a reconciliation of predictions from the resource‐based view and organizational economics. Strategic management journal, 20(9), 867-888.

Deephouse, D. L., & Carter, S. M. (2005). An Examination of Differences Between Organizational Legitimacy and Organizational Reputation. Journal of Management Studies, 42(2), 329-360. DOI: 10.1111/j.1467-6486.2005.00499.x.

Edwards, M.R. (2010). An Integrative Review of Employer Branding and OB Theory. Personnel Review, 39, 5–23. http://dx.doi.org/10.1108/00483481011012809.

Highhouse, S., Brooks, M.E., & Gregarus, G. (2009). An Organizational İmpression Management Perspective on the Formation of Corporate Reputations. Journal of Management, 35, 1481–1493.

Highhouse, S., Zickar, M.J., Thorsteinson, T.J., Stierwalt, S.L., &Slaughter, J.E. (1999). Assessing Company Employment Image: An example in the fast food industry. Personnel Psychology, 52, 151–172. DOI: 10.1111/j.1744-6570.1999.tb01819.x.s

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

Ingram, P., & Simons, T. (1995). Institutional and resource dependence determinants of responsiveness to work-family issues. Academy of Management Journal, 38(5), 1466-1482. doi: 10.2307/256866.

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

Joo, B. K. B., & Mclean, G. N. (2006). Best employer studies: A conceptual model from a literature review and a case study. Human resource development review, 5(2), 228-257. doi: 10.1177/1534484306287515.

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

Martin, G., & Hetrick, S. (2006). Corporate reputations, branding and people management: A strategic approach to HR. Routledge.

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).

Srivastava, P. and Bhatnagar, J., (2008), "Talent Acquisition Due Diligence Leading to High Employee Engagement: A Case of Motorola India MDB," Industrial and Commercial Training, 40.5, pp. 253-260. http://dx.doi.org/10.1108/00197850810886496.

Turban, D.B., Forret, M.L., and Hendrickson, C.L., (1998), "Applicant Attraction to Firms: Influences of OrganisationalReputation, Job and Organisational Attributes and Recruiter Behaviours," Journal of Vocational Behaviour, 52.1, pp. 24 - 44. doi:10.1006/jvbe.1996.1555.

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

Wilden, R., & Gudergan, S., et al. (2010). Employer Branding: Strategic implications for staff recruitment. Journal of Marketing Management, 26(1–2), 56–73. DOI:10.1080/02672570903

Authors contributing to IJRBS agree to publish their articles under the Creative Commons Attribution- 4.0 NC license, allowing third parties to share their work (copy, distribute, transmit) and to adapt it, under the condition that the authors are given credit, that the work is not used for commercial purposes, and that in the event of reuse or distribution, the terms of this license are made clear. Authors retain copyright of their work, with first publication rights granted to IJRBS. However, authors are required to transfer copyrights associated with commercial use to the Publisher. The authors agree to the terms of this Copyright Notice, which will apply to this submission if and when it is published by this journal

Submission of an article implies that the work described has not been published previously( exceptin the form of an abstract or as part of a published lecture or academic thesis), that it is not under consideration for publication elsewhere, that its publication is approved by all authors and tacitly or explicitly by the responsible authorities where the work was carried out, and that, if accepted, it will not be published elsewhere in the same form, in English or in any other languages, without the written consent of the Publisher. The Editors reserve the right to edit or otherwise alter all contributions, but authors will receive proofs for approval before publication