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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: This part of the study includes the analysis of the findings. Correlational analysis, factor analysis, both explanatory and confirmatory, reliability and validity tests, invariance tests, and common method bias will be considered. In addition to hypotheses testing, path analyses, moderation analyses to test the hypotheses will be described. In this study, in terms of the hypothesis that has been searched and analyzed, just the defensive climate perception cannot be found significant and not a moderator effect between employer branding with organizational commitment and organizational identification. While the supportive climate of the organization broadens the common knowledge of individuals, the defensive climate in the organization reduces the effectiveness of communication because it prevents individuals from expressing their own thoughts and feelings openly. In organizations with a defensive communication climate, managers do not support their employees, they do not deal with people’s problems, and do not approach resolving conflicts. Employees who cannot see the close support of the manager will do their jobs daringly and with suspicion. Conflicts grow in places where the problems are not resolved. All these negative behaviors shown in organizations create unsustainable environment and therefore the employer branding perception, organizational commitment, and also organizational identification of the employees are affected in a negative way especially in the foundation universities. It also affects the employer branding perspective inside the instutions and also outside of them.

Keywords: Analysis, relationships, AMOS, SPSS, scales, hypothesis

1 Correlation Analysis

Correlation analysis was applied to...

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