THE RELATIONSHIP BETWEEN EMPLOYER BRAND AND ORGANIZATIONAL COMMITMENT: A RESEARCH IN THE RETAIL SECTOR

Abstract

Author(s): Filiz Derya KORTEL ├çEK?├ç, Ercan ├ľGE

The employer brand is an effective and important tool for attracting potential workforce talents and ensuring that existing employees remain in the business. Employer brand, which has a more special importance especially in terms of increasing the duration of operation of qualified employees, can be seen as one of the key keys to compete with qualified human resources. The employer brand has many benefits for businesses, but one of them is organizational commitment. Organizational commitment is the internal and attachment and defense attitude of an employee towards his job, teammates, organization, interests and interests of his organization. In order to create organizational commitment, it is necessary to use a wide variety of tools as well as a very long process is needed. In this context, the employer brand stands out as a powerful tool in ensuring organizational commitment. For this purpose, the study examines the employer brand practices in a textile enterprise, how the emotional commitment of the employees develops and the relationship between these two concepts. In the study, the survey method was used. The general limitation in the research is that it is specific to an enterprise operating in the textile industry. Work, located in Istanbul and Turkey's stores located in various cities, including a company in the textile sector. The universe of the research consists of 227 employees of a company in the textile sector in Istanbul in 2020. Within the scope of the research, 205 employees were reached. The sampling of the research was easily determined by sampling method. The data obtained according to the survey results were analyzed with the SPSS 22.0 program. As a result of the research, it has been determined that there is a positive and significant relationship between employer brand practices and emotional commitment, which is one of the sub-dimensions of organizational commitment.

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