Author :
DOI : 10.26449/sssj.803
Year-Number: 2018-21
Language : null
Konu :
Abstract
İşletmelerinin insan kaynağını temin ettikleri işgücü piyasasındaki rekabetin artmasıyla birlikte nitelikli işgücünü organizasyona çekme ve tutundurma sorunsalıyla başa çıkma yolları da önem kazanmaktadır. Bu araştırmada bu sorunsalın anlaşılmasına ve çözümüne yönelik olarak işveren markası kavramına odaklanarak işveren markası, örgütsel çekicilik ve organizasyona katılma niyeti ilişkisi incelenmiştir. Güvenlik alanındaki bir kamu yükseköğretim kurumuna başvuran 539 adaydan anket yöntemiyle toplanan nicel veri, yapısal eşitlik modeli analizi kullanılarak incelenmiştir. Yapılan çalışma sonucunda; organizasyonun çekici olarak algılanmasında ve adayın kuruma katılma niyeti göstermesinde, kurumun adaya sağlayacağı manevi (sembolik) faydaların yani o kurumun bir ferdi olmanın bireye sağlayacağı duygusal ve psikolojik tatminin önemli bir etkisinin olduğuna yönelik bulgulara ulaşılmıştır. Elde edilen bulgular yazın bağlamında tartışılmıştır
Keywords
Abstract
By the increasing competition in the labor market, where the business enterprises’ provide human resources from, the ways of coping with the problematic of attracting and retaining the qualified employees in the organization have come into prominence. In this research, the relationships between employer brand, organizational attraction and intention to join organization have been examined by focusing on the concept of employer brand. The structural equation model analysis was conducted with the quantitative data which was collected by the questionnaire method from 539 applicants, who had applied to a public higher education institution in the field of security. As a result of the study, the intangible (symbolic) benefits which would be provided by the organization to the applicant, namely the emotional and psychological satisfaction that would be felt when being a member of the organization were found to have a meaningful effect on the applicants’ perception of the organization as attractive and their intention to join the organization. The findings discussed in the context of literature.
Keywords
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- The ability to attract and retain the most suitable and qualified employees from the labor market is a criticalissue for the efficiency and effectiveness of both public institutions and private enterprises. The previousresearch results suggest that job pursuit or job acceptance behaviors of applicants are strongly related to theattractiveness of organizations (Highhouse et al., 2003; Carless, 2005; Aiman-Smith et al., 2001). In recentyears, employer branding has emerged as one of the most influential concepts in evaluating the organizationas an attractive place (Lievens and Highhouse, 2003; Lievens, et al., 2007; Bondarouk, Ruel, and Weekhout,2012). The functional and symbolic benefits that the employer has promised for potential and existingemployees represent the organization's employer brand (Ambler and Barrow, 1996). It is considered that theemployer brand concept has the potential to understand why an organization is more attractive than others and help to identify and improve the competitive position of the organization in the labor market.
- The aim of this current research study was to examine the relationship between employer brand,organizational attractiveness and applicants’ intention to join the organization in a model based on reasonedaction theory (Fishbein and Ajzen, 1975). It has also been researched whether some individual characteristicsof the applicants effect their intention to join the organization. For this purpose quantitative analyses wereconducted with the data which was collected by questionnaire method from 539 applicants, who had applied to a public higher education institution in the field of security.
- Also the findings indicated that, the other dimensions of employer brand, tangible (functional) benefits,potential tangible benefits, and potential intangible (symbolic) benefits, don’t have any significant effect onorganizational attraction. Previous studies also suggest that the symbolic benefits dimension may explain thevariance in organizational attractiveness more than the functional benefits dimension of employer brand(Lievens and Highhouse, 2003; Lievens et al., 2007; Hoye et al., 2013). Considering the participants of thecurrent study are actual applicants, it can be argued that similar to Chapman et al. (2005), applicants who seethe insufficient financial and functional characteristics of the organization may have avoided from applyingto the organization at the very beginning and among the residual applicants the level of tangible benefitexpectation does not differ so much. At the same time, this approach strengthens the idea that the featuresdistinguish organizations from others are their employee's emotional satisfaction experiences in theorganization. It is also stated in the literature that the symbolic benefits dimension of employer brand distinguishes the organization from the others and makes it attractive (Lievens et al., 2007; Baş, 2011).
