The effect of internal marketing practices and employer brand activities in corporate image formation

Mobility in social life, technological and scientific advances, and market-wide developments concern and affect business and companies. Also; these mobility, advances and developments reflect the expectations and wishes of people in the target group of businesses and companies. For this reason; concepts such as internal marketing, employer branding and corporate image have become increasingly important on the part of businesses and companies. Internal marketing can be explained as behaving to and approaching the labor force of the businesses and companies as they treat their customers, to be able to increase the customer satisfaction of enterprises. In the last quarter century, the change and development in the field of information and information technologies has increased need of the business and companies for qualified, equipped, knowledgeable labor force. The employer brand that emerged in this process is the strategy of making employer a brand for business and companies to provide qualified labor force. Corporate image; is the general perception that businesses, institutions or organizations create in the minds of the people connected to them. One of the important factors that consumers and customers take into consideration when making choices is corporate image. The effects of internal marketing practices and employer branding activities on the formation of corporate image were examined in this thesis study considering the increasing importance of these concepts in recent years. The data of the thesis study was created by using the online questionnaire reaching a total of 354 participants. As a result of the thesis study, it has been determined that internal marketing and employer brand practices affect the corporate image and this effect is positive. In addition, the concepts of internal marketing and employer branding were also seen to be in interaction. At the end of the thesis study, some findings and suggestions were made in order to improve the corporate image positively.