The effect of corporate reputation on employer brand attractiveness: A research in the IT sector

Corporate reputation and employer brand concepts have become primary concepts for businesses to become the leader of their sectors and to gain sustainable competence advantage in today's world with the technology gaining a expansion fast and easy. It is important that for businesses to get maximum efficiency, to be perceived as reputable with their actions, values and behaviours and attracting qualificated workforce to the organisation and to have a employer brand that will hold this force at hand. Corporate reputation, earns a impact of favour or disfavour to corporate's external and internal stakeholders' relationships and sustainability by gaining a perceptional dimension through cognition, exhibits the value by different perspectives imputative to the corporation's being. Employer brand, defines the potential workforce that applies for the job, creating a employer interest on existing workforce and what makes them willing to; joining the corporation or staying at the corporation. The point of this study is to put forth the impacts of corporate reputation and its sizes, employer brand attractiveness and its sizes, detecting if it makes a difference from the point of view of employer brand attractiveness and corporate reputation perceptives according to demographic attributes of potentional workers. Study, with this purpose, was put on work at IT sector which manages information and can use it effectively, needs qualified and talented workforce highly and has a quite high workforce cycle speed. As a result of the research, it was concluded that; corporate reputation, has a mildly meaningful positive relation with employer brand attractiveness, employer brand attractiveness is positively affected in a mild level by corporate reputation and corporate reputation sizes has an effect on employer brand attractiveness' sizes. Additionally, it was determined that according to gender, age, occupational experience and the time of working at the same corporation participants from IT sector's perceptions of corporate reputation and employer brand attractiveness differentiated. The findings acquired by the study, it is important that businesses act towards the workforce's potentional perceptions in terms of shaping employer brand and reputation. Keywords: corporate reputation, employer brand, employer brand attractiveness, current and potential workforce, IT sector