A study impact on production sectör for the determi̇nati̇on of organizational commitment the employer brand

While physical strength is important in the industrial society, the importance of qualified and knowledgeable workforce in the knowledge society has increased and the need for human resources has become more important. Besides of pysical strength, businesses need more skilled, qualified labor now and as a result they have attempted to create a certain image in the society to attract the talented workforce. As a result, the concept of employer branding, a new concept in the field of human resources, has emerged. With the employer brand, businesses aim to attract potential workshops by creating attractiveness and to keep existing occupations by creating organizational commitment. In this context, in this study, it was tried to determine the effect of employer brand on organizational commitment. The study consists of three parts. In the first part of the study, employer brand, in the second part organizational commitment, studies that examine the relationship between organizatioanl commitment with organizational comitment and the employer brand and in the last part the research carried out in the production sector were mentioned. The work was carried out with the participation of employees of a company operating in the ceramic sector in Kütahya. Employees were surveyed for demographics, employer branding and organizational commitment. Relations between dependent variables and independent variables in the study are presented by means of regression and correlation analyzes. Through the SPSS 13 program, frequency analysis, factor analysis, reliability analysis, employer brand influence on organizational commitment and regression analysis were carried out to reveal the relation between two concepts. According to the findings obtained from the analyzes made, there is a meaningful relationship between the employer brand and organizational commitment in the positive direction.