The effect of employer brand perception on work engagement and the moderator role of positive psychological capital

In today's competitive conditions, the importance of the human factor and psychological connections related to their work is increasing. Employer brand practices provide increasing the efficiency of the human resources management process and activities (Kunerth & Mosley, 2011, p. 19). Furthermore, it ensures that the potential human resources with the expected competencies and which are compatible with the basic skills of the company, difficult to imitate, are distinguished and unique, are attracted to the company (Sehgal & Malati, 2013, p. 57), and it is provide to kept in the company by increasing the organizational commitment, motivation and performance of the existing human resource. Seligman et al. emphasizes the importance of focusing on the positive aspects of employees, increasing the need for positive psychology approach and examining the psychological connections of the employees in order to ensure that the employees are physiologically and psychologically healthy, to realize their potential, to work happily and efficiently, by examining the psychological connections of the employees. (Luthans et al., 2006 p.26). Positive organizational behavior approach is accepted as the reflection of positive psychology to companies. In addition to this approach bringing qualified potential employees into action, it also includes activities for the existing employees to improve the psychological capacities and increase the performance (Luthans, 2002a, p. 59). All activities and benefits, compatible with the needs and expectations of employees, offered by companies in the perspective of employer brand management contributes to increasing the work engagement, which is characterized by the components of vigor, dedication and absorption, by focusing on the positive moods. Furthermore, this approach contributes the development of positive psychological capital, which is characterized by the components of confidence, hope, optimism and resilience, that are known to be effective on performance. In the related literature, studies on employer brand, work engagement and positive psychological capital for work are limited. The purpose of this research is contribute to the related literature by focusing on this field which is studied limitedly in the literature. In this study, data was obtained from 275 white-collar employees working in the companies which in Istanbul, operating in the Logistics and Supply Chain Sector. Data analyzed using statistical methods. According to results of the analysis, employer brand perception, work engagement and positive psychological capital are interrelated concepts. Employer brand perception have a significant effect on work engagement. Another finding is that positive psychological capital has a moderator effect in the relationship between employer brand perception and work engagement.