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The Perception of Employer Branding in relation with Organizational Commitment, Organizational Identification and Communication Climate in Higher Education Institutions

İsmet Burçak Vatansever Durmaz

Employer branding is a concept which was introduced in 1996 and is defined as «the package of functional, economic and psychological benefits provided by employment, and identified with the employing company» (Amber & Barrow, 1996).

Even though the concept was originally introduced as a marketing term, latterly the employer branding terminology has entered the human resource management world. Organizations have to work on the desired level of employer branding internally and also externally to achieve efficiency and effectiveness. Organizations focused mostly on attracting and recruiting talents in a wide range of competitive environment which is influenced by a «war for talents». Employer branding is also known as an effective mechanism which is related to the internal value perceptions on the organizations.

The Higher Education industry, which is one of the biggest service industries in the world, has to give importance to the term «employer branding» for external and also internal stakeholders. Since the idea of the universities has changed, it forces universities to be one of the growth industries. This growth generates some important and critical challenges on working conditions of academics and also administrative personnel in higher education institutions (HEIs).

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Even though PhD studies may be the research of one individual, it is impossible to complete it successfully without the support of people around you. On that PhD journey, thesis advisor is as important as the content you are researching. As an advisor Prof. Dr. F. Tunç Bozbura, who always supports and motivates me, has added incredible value with his feedbacks.

Many people motivated and supported me throughout my study. I want to thank to Mr. Enver Yücel and Prof. Dr. Süheyl Batum for the entire working experience in Bahçeşehir University and Assoc. Prof. Dr. Burak Küntay for his support for encouraging me to start and also finish PhD program successfully.

I also want to thank my colleagues and instructors who supported and contributed to study with their valuable expertise: Prof. Dr. V. Lale Tüzüner, Prof. Dr. Özgür Çengel, Assoc. Prof. Dr. Ela Ünler, Assoc. Prof. Dr. Fatma Ulucan Ozkul and Assoc. Prof. Dr. Figen Yıldırım. Because data gathering was one of the hardest steps in the current study, I want to thank friends, colleagues, instructors from different universities and students who helped me to gather data during this study.

My family always believes in me and supports me in all aspects of my life. I want to thank my mother and father for all their contributions that made me the person I am today.

I specially thank my...

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