A research on examining relationship between employer brand and social loafing

Today, the basic condition for recruiting and keeping qualified employees into the business is to create an employer brand. While the opportunities offered by the employer brand positively affect employee productivity, negative attitudes and behaviors of colleagues may cause the employee to become inefficient. One of these negative attitudes and behaviors mentioned is social loafing. The objective of this research is to reveal the relationship between employer brand and social loafing. The research sample is composed of store employees of a corporate enterprise operating in the retail sector in the Black Sea Region. In this research of which survey method used, 204 questionnaires obtained through easy sampling were evaluated. In this context, descriptive statistics, reliability analyzes, difference tests, factor analysis, correlation and multiple regression analysis were applied to the obtained data. As a result of the research, it has been revealed that the perception levels of the employer brand of employees are high and the social loafing behavior they perceive is low. While it is observed that the development value, economic and application value and benefit value, which are the sub-dimensions of the employer brand, have a certain effect on perceived social loafing, it is concluded that the social value dimension has no significant effect on perceived social loafing.