A research on the role of employer brand in creating organizational commitment

The concept of employer branding has emerged in the second half of the 1990s, as a competitive advantage in terms of supplying the qualified workforce and recruiting the best and provide commitment to the organization. The employer brand refers to how an organization is perceived for its employees. Organizations aware of the significant contribution of human resources to the success of the organization, aim to be an attractive workplace for talented employees with correct and effective brand management. When they became a good place to work, the employees' commitment will increase and so their contributions will increase. The most general definition of organizational commitment is the relationship between employer and employee as cognitive and emotional. It is known that high-loyalty employees will make extra efforts to achieve the goals of the organization and low-loyalty employees will lead to inefficiency. In this thesis, it is aimed to evaluate the relationship between employer brand perception and organizational commitment. In this respect, 206 white collar employees of generation Y, who are working at the headquarters of a holding company operating in the manufacturing sector in Istanbul, were reached and data were collected by survey. The obtained data were analyzed and interpreted using SPSS program. It was evaluated whether employees' perceptions of employer brand had a significant effect on creating commitment to the organization. Keywords: Brand, Employer Branding, Organizational Commitment