The effects of employer branding on organizational attractiveness during the COVID-19 pandemic and post-pandemic period

The concept of "employee" is gaining importance in leading businesses to success and talent wars continue to increase. In this process, qualified candidates or employees tend to work for companies that are branded as the "best employer" that appeal to them for various reasons. Employer branding is needed to retain employees and attract qualified candidates. One of the main purposes of employer branding is to create organizational attractiveness, and in this context, the purpose of this study is to examine the relationship between employer branding and organizational attractiveness academically and considering the conditions of the COVID-19 pandemic. The COVID-19 pandemic has affected the routines in business life and the employer-employee relationship from end to end, and some of the new orders and systems it has brought to business life have taken a permanent place in business life under the concept of new normal. This study was conducted to observe how the concepts of employer brand and organizational attractiveness were shaped from the employee context in the pandemic and the post-pandemic period. In the first part of the study consisting of five chapters, the concept of employee in business life was examined and the organizational structures from the industrial revolution to today's information society and the change in the perspective of the employee were conveyed. The COVID-19 pandemic and the employer employee relations in the following period were also touched upon in practice and research. In the second part of the study, the concept of employer branding and in the third part, the concept of organizational attractiveness; components, dimensions, theoretical substructures, related concepts are examined in detail. In the fourth section, research findings are presented, and the study is completed with conclusions and recommendations in the last section. The purpose of this study is to examine the impact of employer branding practices and components on organizational attractiveness in the context of the pandemic and its aftermath, and in this context, structured interviews were conducted with 30 white-collar employees