The effect of sponsorship activities in the formation of corporate attractiveness perception

The corporate attractiveness that states to be perceived as a great place to work by potential employees of the corporation has an important role for the institution to own skilled employees. Due to the need of differentiation of institutions from other competitors, the skilled labour of institutions is significant in today's highly intense conditions. Therefore, having an abstract value such as corporate attractiveness is positioned as a desired goal to be reached in terms of corporations. Also, corporate attractiveness indicates that a corporation is perceived as a good employer to work by potential employees. Communication activities have a significant lot in the reach to the potential employees of a corporation. Communication strategies contribute to the creation and maintenance of positive perceptions such as corporate attractiveness towards institutions. In this regard, the sponsorship activities include in the communication activities stand out. To examine the effects of the sponsorship activities are significant for reaching the potential employees, the establishment of the perception of attractiveness and attracting qualified employees to institutions. In this study, the effect of sponsorship activities on the perception of corporate attractiveness is examined. In this context, a research has been conducted with the participation of 507 people and the questionnaire technique is used from the quantitative research methods. Findings obtained from the research indicate that sponsorship activities have an impact on the perception of corporate attractiveness. Findings also demonstrates that the types of sponsorship which have an impact on corporate attractiveness perception are respectively social sponsorship, environmental sponsorship, culture- art sponsorship and sport sponsorship. In addition to these findings, it is determined that all types of sponsorship have similar effects on corporate attractiveness. Furthermore, the one -way analysis of variance has been used to determine whether the participants' agreement levels on the expressions about sponsorship activities for formation of corporate attractiveness perception changes in relation to the group averages depending on the variances of gender, age and education level. Findings indicates that there is a statistically significant difference between the group averages according to gender and age variables. In other respect, it is concluded that there is no differentiation according to the education level variable. Keywords: Corporate Attractiveness, Perception of Corporate Attractiveness, Sponsorship, Potential Employees