A study on the effect of employer brand on the organizationalcommitment of sales persons

Employer brand is an important element that helps to create a positive atmosphere in the workplace and provides a competitive advantage to businesses in terms of human resources in today's competitive conditions. Organizational commitment of employees increases in businesses that can create a successful employer brand image. In addition, it creates an attraction that can attract qualified personnel to the enterprise in the need of potential human resources. From a marketing point of view, especially the evaluations of salespeople regarding employer branding practices in the institutions they work for, emerges as a subject that must be examined. In this direction, the aim of the study is to reveal the relationship between employer brand practices and organizational commitment in particular for salespeople, which is one of the most important human resource elements for some businesses. For this purpose, the quantitative research method was taken as a basis in the field research part of the study and an online questionnaire was used as a data collection tool. Scale questions about organizational commitment, employer brand and wages/benefits were asked to 251 salespeople, who were selected by convenience sampling, and the data obtained were subjected to regression and correlation analyzes as well as basic statistical analyses. According to the findings of the research, the employer brand perceptions and organizational commitment levels of the sales personnel, who are the participants of the research, were determined to be high. When the multiple regression effects of employer brand sub-dimensions and wage/benefit variables on organizational commitment are examined, it is seen that satisfaction with management and perceived company image have an effect on organizational commitment. However, there was no effect of relationship satisfaction and wage and fringe benefits variables on organizational commitment. According to the results of single regression, all variables have a statistically significant relationship with organizational commitment. It is thought that the findings of the study will contribute to the studies on the motivation of the sales personnel and to the practitioners.