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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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Abstract: The employer brand terminology started to enter the literature in the United States in the early 1990s, and it can be defined as “the best place to work” or “the most liked company”. The employer branding activities become important to the organizations when the number of talent is inadequate, to keep existing employees, high expectations of new generations and to gain potential talented candidates. Organizations who want to hold competitive advantage try to see the existing employees and potential talents as customers and perceive the employer branding activities in a holistic approach to be the best company to be worked on. The organizational commitment and organizational identification that emerge as a result of employer brand practices appear as concepts related to the individuals’ sense of belonging to the organizations. Meeting the demands and needs of individuals in the organizations where employer brand activities are carried out will bring together organizational commitment and organizational identification. In addition, the concept of communication climate plays a vital role in the success of the employer brand management process. In line with the employer branding, the organizations communicate their messages to all of their stakeholders, especially their employees, through communication activities, and affect the employees’ views and perceptions about the operation as an employer. In this study; employer branding, organizational commitment, organizational identification and communication climate terminology is explained in terms of higher education perspective.

Keywords: functionaleconomical and psychological benefits; internal communication; current and potential employees; attraction engagement; retention

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