Analysis of the impact of employer brand on employee advocacy

The study examined the effect of employer brand on employee advocacy. In the study, the concept of employer brand, which has been investigated in different branches of the production sector and the service sector, was examined on restaurant and café employees, a sample group on which relatively few studies have been conducted. Within the scope of the study, the concepts of "employer brand" and "employee advocacy" were examined together. There is a very limited number of studies on employee advocacy in the national literature. In this sense, since this study is the first thesis study to address the concept of "employee advocacy", it is expected to contribute to closing this gap in the literature. In line with the determined purpose, the effect of the employer brand perceptions of the employees working in restaurants and cafés regarding the organization they work for on employee advocacy attitudes was examined and it was tried to be examined whether the attitudes of the participants differed according to demographic characteristics such as gender, marital status, age, working hours and education levels. The sample of the study, in which the survey method, one of the quantitative research methods, was used, consists of 366 employees working in all positions in restaurants and cafés in the province of Kütahya. The participants of the study were determined by convenience sampling method and the research data were collected between August-September 2024. The data were analyzed using SPSS 27.0 program. In the study, it was determined that there was a strong and positive significant relationship between employer brand and employee advocacy. As a result of the research, it was revealed that employer brand perception affects employee advocacy behaviors. It was found that the functional benefit perceptions of the participants from the interpreted organizational identity image, perceived functional benefit and perceived psychological benefit sub-dimensions of the employer brand did not show a significant difference according to education level and gender, and employee advocacy did not show a significant difference according to gender. It was determined that the interpreted organizational identity image, perceived psychological benefit and employee advocacy showed a significant difference according to the demographic characteristics of the participants.