A pilot study to evaluate the differences of employer brand attractiveness dimensions in terms of personnel working in public and private hospitals

In an increasingly competitive environment in the globalized world, businesses are increasingly interested in employer branding practices and in providing employer attractiveness in order to retain talented employees and attract potential candidates. This research aims to evaluate the differences in the employer brand attractiveness dimensions in public and private hospitals in the health sector, which has a unique structure among service sectors. This research was carried out in 4 public and 4 private hospitals in Istanbul, Turkey. The population of the study consists of 511 nurses who were reached by the convenience sampling method. In this study, the questionnaire method was preferred to collect data. The items of the questionnaire were prepared as multiple choice according to the 5-point Likert technique. SPSS 21 statistical package program was used in the analysis of the data obtained from the research. The frequency and percentage values of the variables were given, they were analyzed by the statistically non-hierarchical k-means method and clusters of participants with similar characteristics were formed to evaluate the employer attractiveness dimensions. As a result of the ANOVA analysis conducted to assess differences, clusters have been significantly different in terms of employer attractiveness dimensions in the public and private sectors. The demographic and socio-cultural characteristics of the clusters differ significantly according to age, educational background, professional experience, and previous sector. The intention of the clusters to leave their jobs differs significantly according to marital status and age variables.