Employer branding management and determining the best employee value proposition for a company's employee experience

In its simplest definition, the Employer Brand, which means the creation of "here is a good place to work" perception in the minds of the potential candidates and in the experiences of the existing employees of a company; and the Employer Brand Management, which is necessary for the systematic creation of this perception; as the talent battles are becoming increasingly important today. The answer to the question " What do you promise me to work (or stay here) for your company? " distinguishes the company from other competitors in employer brand management. It is the Employee Value Proposition (EVP), which summarizes the spirit of the company in a single sentence. The aim of this thesis is to examine the employer brand management and the EVP at the heart of it and also examine the employee experience of the "Company" in which the research is applied to determine the most appropriate EVP. For this purpose, relevant national and foreign sources were searched and a detailed literature review was made, and a differentiated EVP specific to the Company was determined by using the research findings obtained from the analysis of competing companies selected for comparison and the target group of the Company. In the theory section of the thesis, after comprehensively examining the concepts of brand building and branding, employer brand management and EVP; the implementation section was started. In the implementation section, insights of the company employees and potential talents received by using step-by-step the model of EVP determination which is proposed by Universum; by questionnaires, focus group studies, telephone interviews and one-by-one interviews. Afterwards, the collected data were analyzed to determine the attractive features of the Company in creating talent attraction and employee engagement, and thus, an EVP which is appropriate to the employee experience of the Company was determined. Also, throughout the thesis, the implementation of the research process in the Company was pioneered. As a result, the elements that should be included in the EVP to ensure talent attraction and employee engagement were identified directly with the target group, thus enabling the Company to develop a distinctive and attractive discourse that is different from its competitors. Evaluation of the implementation and suggestions were made for the future so that the study would create added value for both the business world and the academic world. Keywords: Brand, Branding, Employer Brand, Employee Value Proposition, Employee Experience, Talent Attraction, Talent Retention, Employee Engagement, Talent Management