Evaluation of employer brand perspectives of strategic human resources practices and intention to stay

The aim of this study is to analyze the impact of Strategic Human Resources Management and Employer Branding on Intention to Stay. The Strategic HRM approach means that the HRM department serves the business strategy in harmony within itself and with other departments, increasing the competitiveness and innovativeness level of the business. Strategic HRM is a philosophy that contributes to increasing business performance and productivity. Employer Branding, whose conceptual framework was created with a theoretical infrastructure taken from the product/service brand literature, is the promise of a "great place to work" offered by the employer, including the functional and emotional benefits offered to candidates and current employees. It serves to attract and retain the required qualified employees and increase the quality and quantity of human capital which is the source of the Strategic HRM approach. Intention to Stay is the behavior of staying in the business which is demonstrated by the human capital, which the Strategic HRM and Employer Branding serve to attract and retain, contributing to reducing the turnover of the workforce. The benefits of these concepts for the business and the relationships between the concepts were determined by applying a questionnaire to 347 employees of a bank. The analyses of the data obtained from the questionnaire were performed using SPSS 24 and AMOS 23 programs. As a result of the research, it has been determined that Strategic HRM practices have a positive effect on the Employer Branding, that each of the concepts of Strategic HRM and Employer Branding has a positive effect on the Intention to Stay at and that the Employer Branding has a partial mediating effect on the relationship between Strategic HRM and Intention to Stay.