Firms' employer branding practices: A research on banking organizations' sustainability reports

The factors such as the changes that take place in the world reflected in both human life and degraded working style, coming up various occupational branches, arising various job opportunities for employees led to the emergence and popularity of the employer brand concept. Because the employer brand concept is based on the perception of the business's internal and external stakeholders, it is of utmost importance that the applications made under the employer brand expressed in a clear and understandable manner. At this point, sustainability reports that mediate between interfere and communicate with both internal and external stakeholders gain importance. In this research, the sustainability reports of 7 banks selected among the 63 companies included in the BIST sustainability index of 2017 attempted to determine the applications that reveal the employer brand. Sustainability reports of the 7 selected banks were examined by content analysis, which is a qualitative research method. According to the results, it is assumed that Akbank, Türkiye Sınai ve Kalkınma Bankası, and Yapı ve Kredi Bankası meet all of the employer brand dimensions. When employer brand dimensions are handled separately, there are differences between banks.