İşveren Marka Değerinin İşgören Tarafından Algısı ve Örgütsel Bağlılık: “Bankacılık Sektöründe İşveren Marka Kredibilitesi Örneği
Employer Perception of Employer Brand Value and Organizational Commitment: “An Example of Employer Brand Credibility in the Banking Sector"

Summary/Abstract: Purpose – The aim of the research is to determine the point of views of white-collar employees employed in private banks on the employer brand value and its sub-dimensions, to determine which dimensions they are the most affected by, and to compare these views with the organizational commitment of the employees. Design/methodology/approach – A qualitative study was conducted. Semi-structured interviews with 31 questions were conducted with 22 private bank employees. The answers of the participants were transcribed and analysed in the MAXQDA Analytics Pro 2020 Qualitative Data Analysis program. Findings – According to the results of the analysis, the participants of the research expressed "the satisfaction of being a part of the institution", one of the sub-codes of the psychological dimension, more than all the other codes. When the answers given about the functional dimension are examined, it is seen that the interview participants emphasized "the availability of promotion opportunities in the institution they work for". When the codes of the economic dimension of employer brand value are examined; it is seen that the participants stated that they were mostly satisfied with their "private health insurance". According to the results of the analysis, most of the participants, except for four, feel connected to the institution they work for. Discussion – In line with the answers received from the participants, the satisfaction of being a part of the institution emerges as the most important determinant of the psychological sub-dimension. The results of the analysis reveal that although the respondents find their job stressful, they are happy to be a part of the institution they work for and the fact that they find the educational opportunities in their institutions sufficient is also effective in their perception of employer brand value. The findings obtained from the participants show that the participants are most satisfied with the private health insurance from the economic dimensions, and this affects their perceptions of employer brand value. The participants find their wages low and state that they are not satisfied with the bonus system, but their feeling of commitment to the institution is not affected by this perception. Participants who emphasize their commitment to the institution the most, emphasize the psychological dimension the most. According to the results, it can be argued that human resource management practitioners can strengthen the organizational commitment of employees with practices that focus on the psychological dimension.

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