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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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Introduction

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“If you need the right people on the bus to deliver your strategic intent, you first need to ensure that you make your bus attractive to the right people”

(Mosley 2007)

It has become very important to create value in the eyes of employees as well as for consumers to provide competitive advantage for companies. One of the factors that companies should implement is to create a brand name in order to be able to create this value. Around these conditions, within the global marketplace, “brand” has become one of the most important factors which shape employee behavior and performance. Brands do not only meet the physical needs of the consumer, but they also fulfill the psychological needs of their employees. Employees give importance to the brand which they work for in order to put themselves out. Organizations notice the brand which they own in the market in relation to their competitors and with this distinguished brand it creates customer and employee satisfaction. Therefore, the value of a brand has become directly related to the perceptions and feelings of employees about the company.

The value of a brand is related to the employer branding term which is firstly introduced as a marketing term, and latterly this terminology enters 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. (Sehgal and Malati 2013)

According to the...

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