The role of employer brand in the branding process of advertising agencies: A research on the employer brand perception of current and potential employees

Brand, the changes can not be controlled and it is inevitable to adapt in nowadays, has become as important as ever before. It is directly proportionate to the ability of small, medium and large scaled enterprises' to manage their brands to sustain their assets by providing uninterrupted profit margins to the market. Such that enterprises have enabled the effective brand managements to gain competitive advantage; it also requires a number of strategies that will take its competitors down. One of the most up-to-date approaches to this strategy is the employer brand. Employer brand includes all of the activities of marketing, human resources and communication that are compatible with each other. There are target audience that working and working potantials at the core of the employer brand. Key to success is integrate to inner and outer administirative process of enterprise to employer brand that contains a number of strategies that will attract the target audience- existing and potential employees. Just as consumer brands, primary purpose of every enterprise in the employer brand position is to have a distinctive character in the target audience and to be able to stand out from the limitless business alternatives of the target audience. This stuation is also true for advertising agencies that have a dynamic structure. The most valuable and enduring capital of advertising agencies and their ultimate success depends on human resources. Therefore, human sources in advertising agencies is the exclusive strategy of branding and has a power that can eliminate competitor agencies when used effectively. At this point the strategy is the employer's brand that will build an effective bridge between the advertising agencies' inside and outside target audience. The most important issue that advertising agencies need to focus on is to strengthen the employer brand perceptions in the target audience. For this; advertising agencies that have current, dynamic, inspirational, innovative and human-focused can easily be distinguished and noted as an employer brand. Therefore, advertising agencies necessary to convey the promises and value proportions in an easy-to-understand way and their employer brand identities and personalities in the simplest and easiest way possible. Today's target audience have a growing expectation from enterprises in the employer brands position as is the case brands. Also the target audience of advertising agencies in the employer brand position expect the agencies to be able to live up to their employer brand promises instead of ordinary messages. So that employees and candidate employees in advertising agencies tend to prefer agencies that value themselves as individuals and as contribute to their work and life functionally and emotionally. Hence, managing the employer brands of advertising agencies with a holistic approach will improve the sense of trust and loyalty in the target audience.