THE EFFECT OF EMPLOYER BRAND ON ORGANIZATIONAL COMMITMENT IN TERMS OF GENERATION DIFFERENCES: A RESEARCH IN IT SECTOR

Abstract

Author(s): Sevda YAVUZ DANACI** Yasemin BAL***

With the rapidly developing technology, differences have emerged in socio-economic conditions. This has expanded the scope of human resources activities and has become the main objective to ensure continuity in improvement. Human resources departments have been looking for the best employee and have observed that this is a beginning but not enough. Thus, it is revealed that not only searching for the best is enough, but it is essential that the effort to keep the human resources, which are effective and efficient, in operation. Achieving positive emotion in employees has also led to an increase in the sense of belonging in potential employees and in existing employees. This study aims to find out the effect of employer brand on organizational commitment in terms of generation differences. The results of the study aims to contribute to the literature and also to the private sector enterprises. The survey was conducted to 207 people. The data obtained were analyzed by t test and the effects of employer brand on organizational commitment were examined by regression analysis according to generations. As a result of the study, all hypotheses were accepted.

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