The effects of psychological capital on the employer branding: An application on 5 star hotels in Antalya

Today, economic, social, political, technological changes and developments increase the pressure on the employees, and this has negative effects on the employees psychologically. Human resources management takes on a great deal of work to remove the negative feelings like dissatisfaction, unhappiness, exhaustion, disloyalty, conflict, stress, dismissal in business life. On the other hand, the "employer brand" concepts which are defined as "positive psychological capital" and "great place to work" that are based on valuing human resources and developing the strengths rather than weak points, are two important concepts in today's business literature and in the field of organizational behaviour. In this context, it is thought that increasing the positive psychological capital which will make employees' life more meaningful and productive, which will highlight their talents, their strengths and potentials will also affect the formation of "employer brand" positively. There are not many studies that examine the relation between "employer brand" and "positive psychological capital" in the area of organizational behaviour, and this makes the study original. In this study, the relation between employer brand formation of hospitality managements in tourism sector and the positive psychological capital which is thought to affect this formation is examined. For this purpose, in Antalya region, which is the sample of the study, a research on the employees of five-star hotels, consisting of 762 people, was conducted. The data required for the research was obtained by survey method. Five-point likert scale was used. The data obtained from the questionnaire applied to hotel employees in Antalya region, was analysed by using SPSS 20 and AMOS 21 programs. The relation between positive psychological capital and employer brand was analysed by correlation analysis, and causal relationships were examined by regression analysis. As a result, it has been found out that self- efficacy, optimism and hope, which are positive psychological capital components, affect the employer brand formation significantly. Therefore, increasing the employees' positive psychological capital should be cared by the managers of the hotels that aim to form employer brand.