Investigation of the relationship between employees' job satisfaction and sense of belonging and employer attraction: Banking sector example

The purpose of this study is to examine the job satisfaction and sense of belonging of individuals working in the banking sector, which directs the country's economy, in the context of employer attractiveness. In this qualitative study, data were collected from 25 volunteer participants working in 6 different banks in Ankara. The data of the study was collected through a semi-structured interview form. The interview questions were prepared in line with the themes determined by literature review and corrected in line with the opinions of academics and bank employees. Thematic content analysis method was used to analyze the data. In the analysis, the findings were interpreted using direct quotes from the participants' opinions, and in addition, the data was coded by a second expert to ensure reliability and consensus was achieved. The results of the study showed that the factors affecting job satisfaction include satisfaction with working in the institution, number of employees, power, equal evaluation, quality of work, wages and physical conditions. While most participants stated that they were satisfied with career development opportunities, social rights and training programs, some expressed their dissatisfaction due to workload and high performance expectations. Communication, participation in decision-making processes and management style also stood out as important factors affecting job satisfaction. It has been determined that factors such as work experience, work environment, organizational culture, management style and nature of the job are among the factors that affect the sense of belonging. In addition, it has been determined that factors such as institutional loyalty, professional development opportunities, solidarity, positive relationships with colleagues and institutional activities etc. are factors that strengthen the sense of belonging. It has been determined that employer attractiveness factors have decisive effects on job satisfaction and sense of belonging, while high social value increases job satisfaction and sense of belonging, low economic value causes negative effects in some participants. Development opportunities and putting the learned information into practice have also been determined as factors that strengthen job satisfaction and sense of belonging. The results of the research show that employer attractiveness affects the sense of belonging and job satisfaction. Strengthening the employer brand is of critical importance in terms of attracting qualified employees and increasing employee loyalty.