The mediation effect of employer brand perception in the relationship of effective leadership and affective commitment

The employer brand concept, which has attracted a great deal of attention in the field of Human Resource Management embraces both the human and brand concepts and emphasizes the understanding that both elements are indispensable in today's businesses. Organizations do their best to be attractive to employees they see as a valuable resource to win in talent battles. Effective leaders with very good management skills can be a reason for preference of people to work for he organization with the perception that the organization has a strong employer brand. In the opposite case, the organization can be an unfavorable and undesirable for the existing and potential employees and the employer's brand image can be destroyed. The assertion that the employer brand is kept strong by the effective leaders' management strategies shed light on this study. The commitment of employees can be led by competent and effective leaders. In this study, the effect of employer brand perception on effective leadership and affective commitment relationship was investigated. In the study, firstly, a theoretical framework was established by focusing on the concepts of employer brand, effective leadership and emotional commitment. Then, the relationship between these variables and their demographic components was examined. The universe of the study is composed of 438 state and private bank employees working in Adıyaman. Survey method was used as data collection tool in the study. Analysis of the data was assessed by using SPSS 21.00 and AMOS 22. The results of the study show that, there is a moderately positive linear relationship between employer brand perceptions of employees and effective leadership variables. There is also a strong positive correlation between employer brand and affective commitment variables. The results about the relationship between effective leadership and affective commitment reveal the existence of a meaningful relationship between the mentioned variables. Finally, the results of the analyzes revealed that employer brand perception has a significant effect on effective leadership and emotional commitment.