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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: At the point of increasing the importance of the employer branding, organizations need to be aware of the employer brands they possess. As a matter of fact, the creation and strengthening of employer brand is directed especially to existing and potential candidates. The aim of this study is trying to explain that the perception about the functional, economic and psychological benefits offered to employees to create a strong employer brand can have an impact on organizational attractiveness in relation with organizational commitment, organizational identification with an effect of communication climate. In terms of that, the research will try to answer the following questions: How employer branding affect organizational commitment, organizational identification? What is the relationship between employer branding activities and organizational commitment and organizational identification? What is the role of communication climate on relationship between employer branding and organizational commitment and organizational identification? In this study, the empirical research conducted in foundation universities located in Istanbul that analyzed how full-time and part-time academic staff and also full-time administrative staff in these universities perceived the dimensions and consequences of cross-functional integration of employer branding perception, with particular reference to three different forms of organizational commitment (affective, continuance and normative commitment forms), organizational identification and communication climate (supportive and defensive). In this chapter, research questions, hypotheses, proposed models, variables of the study and scales used will be explained together with a discussion about results of preliminary study, data collection method, statistical analysis used and sample characteristics.


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