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En İyi Yetenekleri Elde Tutmak: İşveren Markasının ve Psikolojik Sermayenin Etkisi

Yıl 2021, Cilt: 16 Sayı: 63, 1414 - 1429, 31.07.2021
https://doi.org/10.19168/jyasar.831993

Öz

İşveren markası kavramı, en iyi yetenekleri kuruma çekme ve elde tutmadaki rolü nedeniyle çeşitli disiplinlerdeki araştırmacıların büyük ilgisini çekmiştir. Ancak çok az çalışma, işveren markasının mevcut çalışan davranışları üzerindeki etkisini incelemiştir. Bu bağlamda çalışmanın amacı, işveren markasının öncül ve ardıllarını incelemektir. Araştırmaya konu olan hipotezler, yapısal eşitlik modellemesi ve 289 beyaz yakalı çalışandan elde edilen verilerle test edilmiştir. Sonuçlar şunu göstermektedir: (1) destekleyici örgüt kültürü, işveren markasıyla pozitif olarak ilişkilidir; (2) işveren markası, işte kalma niyetiyle pozitif olarak ilişkilidir; (3) işveren markası, destekleyici örgüt kültürü ve işte kalma niyeti arasındaki ilişkiye aracılık etmektedir. Ek olarak psikolojik sermaye, işveren markası ile işte kalma niyeti arasındaki ilişkide düzenleyici etkiye sahiptir.

Kaynakça

  • Aggerholm, H. K., Andersen, S. E., and Thomsen, C. 2011. “Conceptualising employer branding in sustainable organisations.” Corporate Communications, 16(2), 105–123. https://doi.org/10.1108/13563281111141642
  • Ahmad, N. A., and Daud, S. 2016. “Engaging People with Employer Branding.” Procedia Economics and Finance, 35(October 2015), 690–698. https://doi.org/10.1016/S2212-5671(16)00086-1
  • Anderson, J. C., and Gerbing, D. W. 1988. “Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach.” Psychological Bulletin. https://doi.org/10.1037/0033-2909.103.3.411
  • Avey, J. B., Reichard, R. J., Luthans, F., and Mhatre, K. H. 2011. “Meta-analysis of the impact of positive psychological capital on employee attitudes, behaviors, and performance.” Human Resource Development Quarterly, 22(2), 127–152. https://doi.org/10.1002/hrdq.20070
  • Backhaus, K., and Tikoo, S. 2004. “Conceptualizing and researching employer branding.” Career Development International, 9(5), 501-517. https://doi.org/10.1108/13620430410550754
  • Berthon, P., Ewing, M., and Hah, L. L. 2005. “Captivating company: dimensions of attractiveness in employer branding.” International journal of advertising, 24 (2), 151-172. https://doi.org/10.1080/02650487.2005.110072912
  • Cascio, W. F., and Graham, B. Z. 2016. “New Strategic Role for HR: Leading the Employer-Branding Process.” Organization Management Journal, 13(4), 182–192. https://doi.org/10.1080/15416518.2016.1244640
  • Charbonnier-Voirin, A., Poujol, J. F., and Vignolles, A. 2017. “From value congruence to employer brand: Impact on organizational identification and word of mouth”. Canadian Journal of Administrative Sciences, 34(4), 429–437. https://doi.org/10.1002/cjas.1379
  • Chhabra, N. L., and Sharma, S. 2014. “Employer branding: Strategy for improving employer attractiveness.” International Journal of Organizational Analysis, 22(1), 48–60. https://doi.org/10.1108/IJOA-09-2011-0513
  • Dabirian, A., Kietzmann, J., and Diba, H. 2017. “A great place to work!? Understanding crowdsourced employer branding.” Business Horizons, 60(2), 197–205. https://doi.org/10.1016/j.bushor.2016.11.005
  • De Vos, A., Buyens, D., and Schalk, R. 2003. “Psychological contract development during organizational socialization: Adaptation to reality and the role of reciprocity.” Journal of Organizational Behavior, 24, 537–559. https://doi.org/10.1002/job.205
  • Edwards, M. R., and Edwards, T. 2013. “Employee responses to changing aspects of the employer brand following a multinational acquisition: a longitudinal study.” Human Resource Management, 52(1), 27-54. https://doi.org/10.1002/hrm.21519
  • Fornell, C., and Larcker, D. F. 1981. “Evaluating structural model with unobserved variables and measurement errors.” Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.1177/002224378101800104
  • Heger, B. K. 2007. “Linking the Employment Value Proposition (EVP) to employee engagement and business outcomes: Preliminary findings from a linkage research pilot study.” Organization Development Journal, 25(2), 121–132.
  • Highhouse, S., and Lievens, F. 2003. “The relation of instrumental and symbolic attributes to a company’s attractiveness as an employer.” Personnel Psychology, 56, 75–102. https://doi.org/10.1111/j.1744-6570.2003.tb00144.x
  • Hofstede, G. H. 2001. “Culture’s Consequences, Second Edition: Comparing Values, Behaviors, Institutions and Organizations Across Nations.” In Edn, Sage Publications, Inc, Thousand Oaks.
  • Ito, J. K., Brotheridge, C. M., and McFarland, K. 2013. “Examining how preferences for employer branding attributes differ from entry to exit and how they relate to commitment, satisfaction, and retention.” Career Development International, 18(7), 732–752. https://doi.org/10.1108/CDI-05-2013-0067
  • Kashyap, V., and Rangnekar, S. 2016. “The Mediating Role of Trust: Investigating the Relationships among Employer Brand Perception and Turnover Intentions.” Global Business Review, 17, 64S-75S. https://doi.org/10.1177/0972150916631083
  • Keino, D.C., Gachunga, H., and Ogollah, K. 2017. “Effect of Human Resource Practices, Organizational Culture and Employer Branding on the Mobile Telecommunication Sector in Kenya.” Human Resource and Leadership Journal, 2(1), 80–100.
  • Krreman, D., and Rylander, A. 2008. “Managing meaning through branding - The case of a consulting firm.” Organization Studies, 29(1), 103–125. https://doi.org/10.1177/0170840607084573
  • Luthans, F., Avolio, B. J., Avey, J. B., and Norman, S. M. 2007. “Positive psychological capital: Measurement and relationship with performance and satisfaction.” Personnel psychology, 60(3), 541-572. https://doi.org/10.1111/j.1744-6570.2007.00083.x
  • Luthans, F. 2002. “The need for and meaning of positive organizational behavior.” Journal of Organizational Behavior, 23(6), 695–706. https://doi.org/10.1002/job.165
  • Luthans, F., and Youssef, C. M. 2004. “Human, Social, and Now Positive Psychological Capital Management” Organizational Dynamics, 33(2), 143–160. https://doi.org/10.1016/j.orgdyn.2004.01.003
  • Mölk, A., and Auer, M. 2018. “Designing brands and managing organizational politics: A qualitative case study of employer brand creation.” European Management Journal, 36(4), 485–496. https://doi.org/10.1016/j.emj.2017.07.005
  • Moroko, L., and Uncles, M. D. 2008. “Characteristics of successful employer brands.” Journal of Brand Management, 16(3), 160–175. https://doi.org/10.1057/bm.2008.4
  • O'Cass, A., Schlager, T., Bodderas, M., Maas, P., and Cachelin, J. L. 2011. “The influence of the employer brand on employee attitudes relevant for service branding: an empirical investigation.” Journal of Services Marketing, 25(7), 497–508. https://doi.org/10.1108/08876041111173624
  • Preacher, K. J., and Hayes, A. F. 2008. “Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models.” Behavior Research Methods, 40(3), 879–891. https://doi.org/10.3758/BRM.40.3.879
  • Rampl, L. V. 2014. “How to become an employer of choice: transforming employer brand associations into employer first-choice brands.” Journal of Marketing Management, 30(13–14), 1486–1504. https://doi.org/10.1080/0267257X.2014.934903
  • Ready, D. A., Hill, L. A., and Conger, J. A. 2008. “Winning the race for talent in emerging markets.” Harvard business review, 86(11), 62-70.
  • Sahu, S., Pathardikar, A., and Kumar, A. 2018. “Transformational leadership and turnover: Mediating effects of employee engagement, employer branding, and psychological attachment.” Leadership and Organization Development Journal, 39(1), 82–99. https://doi.org/10.1108/LODJ-12-2014-0243
  • Sivertzen, A. M., Nilsen, E. R., and Olafsen, A. H. 2013. “Employer branding: Employer attractiveness and the use of social media.” Journal of Product and Brand Management, 22(7), 473–483. https://doi.org/10.1108/JPBM-09-2013-0393
  • Tanwar, K., and Prasad, A. 2016. “Exploring the Relationship between Employer Branding and Employee Retention.” Global Business Review, 17, 186S-206S. https://doi.org/10.1177/0972150916631214
  • Van Hoye, G., Bas, T., Cromheecke, S., and Lievens, F. 2013. “The Instrumental and Symbolic Dimensions of Organisations’ Image as an Employer: A Large-Scale Field Study on Employer Branding in Turkey.” Applied Psychology, 62(4), 543–557. https://doi.org/10.1111/j.1464-0597.2012.00495.x
  • Wahba, M., and Elmanadily, D. 2015. “Employer Branding Impact on Employee Behavior and Attitudes Applied Study on Pharmatecual in Egypt.” International Journal of Management and Sustainability, 4(6), 145–162. https://doi.org/10.18488/journal.11/2015.4.6/11.6.145.162
  • Wasti, S. A. 2002. “Affective and continuance commitment to the organization: Test of an integrated model in the Turkish context.” International Journal of Intercultural Relations. https://doi.org/10.1016/S0147-1767(02)00032-9
  • Wilden, R., Gudergan, S., and Lings, I. 2010. “Employer branding: Strategic implications for staff recruitment.” Journal of Marketing Management, 26(1–2), 56–73. https://doi.org/10.1080/02672570903577091
  • Zinko, R., Furner, Z. Z., Hunt, J., and Dalton, A. 2017. “Establishing a Reputation.” Journal of Employment Counseling, 54(2), 87–96. https://doi.org/10.1002/joec.12056

Retaining the Best Talents: The Impact of Employer Branding and Psychological Capital

Yıl 2021, Cilt: 16 Sayı: 63, 1414 - 1429, 31.07.2021
https://doi.org/10.19168/jyasar.831993

Öz

The concept of employer branding has attracted great attention of researchers in a variety of disciplines due to its role in attracting and retaining the best talents. However, few studies examine employer branding’s impact on current employee behaviors. In this vein, the purpose of the study is to examine the antecedents and consequences of employer branding. The aforementioned hypotheses were tested via structural equation modeling and data obtained from 289 white-collar employees. Results empirically indicate that: (1) supportive organizational culture is positively associated with employer branding, (2) employer branding positively relates to intention to stay, (3) employer branding partially mediates the relationship between supportive organizational culture and intention to stay. Additionally, psychological capital moderates the relationship between employer branding and intention to stay.

Kaynakça

  • Aggerholm, H. K., Andersen, S. E., and Thomsen, C. 2011. “Conceptualising employer branding in sustainable organisations.” Corporate Communications, 16(2), 105–123. https://doi.org/10.1108/13563281111141642
  • Ahmad, N. A., and Daud, S. 2016. “Engaging People with Employer Branding.” Procedia Economics and Finance, 35(October 2015), 690–698. https://doi.org/10.1016/S2212-5671(16)00086-1
  • Anderson, J. C., and Gerbing, D. W. 1988. “Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach.” Psychological Bulletin. https://doi.org/10.1037/0033-2909.103.3.411
  • Avey, J. B., Reichard, R. J., Luthans, F., and Mhatre, K. H. 2011. “Meta-analysis of the impact of positive psychological capital on employee attitudes, behaviors, and performance.” Human Resource Development Quarterly, 22(2), 127–152. https://doi.org/10.1002/hrdq.20070
  • Backhaus, K., and Tikoo, S. 2004. “Conceptualizing and researching employer branding.” Career Development International, 9(5), 501-517. https://doi.org/10.1108/13620430410550754
  • Berthon, P., Ewing, M., and Hah, L. L. 2005. “Captivating company: dimensions of attractiveness in employer branding.” International journal of advertising, 24 (2), 151-172. https://doi.org/10.1080/02650487.2005.110072912
  • Cascio, W. F., and Graham, B. Z. 2016. “New Strategic Role for HR: Leading the Employer-Branding Process.” Organization Management Journal, 13(4), 182–192. https://doi.org/10.1080/15416518.2016.1244640
  • Charbonnier-Voirin, A., Poujol, J. F., and Vignolles, A. 2017. “From value congruence to employer brand: Impact on organizational identification and word of mouth”. Canadian Journal of Administrative Sciences, 34(4), 429–437. https://doi.org/10.1002/cjas.1379
  • Chhabra, N. L., and Sharma, S. 2014. “Employer branding: Strategy for improving employer attractiveness.” International Journal of Organizational Analysis, 22(1), 48–60. https://doi.org/10.1108/IJOA-09-2011-0513
  • Dabirian, A., Kietzmann, J., and Diba, H. 2017. “A great place to work!? Understanding crowdsourced employer branding.” Business Horizons, 60(2), 197–205. https://doi.org/10.1016/j.bushor.2016.11.005
  • De Vos, A., Buyens, D., and Schalk, R. 2003. “Psychological contract development during organizational socialization: Adaptation to reality and the role of reciprocity.” Journal of Organizational Behavior, 24, 537–559. https://doi.org/10.1002/job.205
  • Edwards, M. R., and Edwards, T. 2013. “Employee responses to changing aspects of the employer brand following a multinational acquisition: a longitudinal study.” Human Resource Management, 52(1), 27-54. https://doi.org/10.1002/hrm.21519
  • Fornell, C., and Larcker, D. F. 1981. “Evaluating structural model with unobserved variables and measurement errors.” Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.1177/002224378101800104
  • Heger, B. K. 2007. “Linking the Employment Value Proposition (EVP) to employee engagement and business outcomes: Preliminary findings from a linkage research pilot study.” Organization Development Journal, 25(2), 121–132.
  • Highhouse, S., and Lievens, F. 2003. “The relation of instrumental and symbolic attributes to a company’s attractiveness as an employer.” Personnel Psychology, 56, 75–102. https://doi.org/10.1111/j.1744-6570.2003.tb00144.x
  • Hofstede, G. H. 2001. “Culture’s Consequences, Second Edition: Comparing Values, Behaviors, Institutions and Organizations Across Nations.” In Edn, Sage Publications, Inc, Thousand Oaks.
  • Ito, J. K., Brotheridge, C. M., and McFarland, K. 2013. “Examining how preferences for employer branding attributes differ from entry to exit and how they relate to commitment, satisfaction, and retention.” Career Development International, 18(7), 732–752. https://doi.org/10.1108/CDI-05-2013-0067
  • Kashyap, V., and Rangnekar, S. 2016. “The Mediating Role of Trust: Investigating the Relationships among Employer Brand Perception and Turnover Intentions.” Global Business Review, 17, 64S-75S. https://doi.org/10.1177/0972150916631083
  • Keino, D.C., Gachunga, H., and Ogollah, K. 2017. “Effect of Human Resource Practices, Organizational Culture and Employer Branding on the Mobile Telecommunication Sector in Kenya.” Human Resource and Leadership Journal, 2(1), 80–100.
  • Krreman, D., and Rylander, A. 2008. “Managing meaning through branding - The case of a consulting firm.” Organization Studies, 29(1), 103–125. https://doi.org/10.1177/0170840607084573
  • Luthans, F., Avolio, B. J., Avey, J. B., and Norman, S. M. 2007. “Positive psychological capital: Measurement and relationship with performance and satisfaction.” Personnel psychology, 60(3), 541-572. https://doi.org/10.1111/j.1744-6570.2007.00083.x
  • Luthans, F. 2002. “The need for and meaning of positive organizational behavior.” Journal of Organizational Behavior, 23(6), 695–706. https://doi.org/10.1002/job.165
  • Luthans, F., and Youssef, C. M. 2004. “Human, Social, and Now Positive Psychological Capital Management” Organizational Dynamics, 33(2), 143–160. https://doi.org/10.1016/j.orgdyn.2004.01.003
  • Mölk, A., and Auer, M. 2018. “Designing brands and managing organizational politics: A qualitative case study of employer brand creation.” European Management Journal, 36(4), 485–496. https://doi.org/10.1016/j.emj.2017.07.005
  • Moroko, L., and Uncles, M. D. 2008. “Characteristics of successful employer brands.” Journal of Brand Management, 16(3), 160–175. https://doi.org/10.1057/bm.2008.4
  • O'Cass, A., Schlager, T., Bodderas, M., Maas, P., and Cachelin, J. L. 2011. “The influence of the employer brand on employee attitudes relevant for service branding: an empirical investigation.” Journal of Services Marketing, 25(7), 497–508. https://doi.org/10.1108/08876041111173624
  • Preacher, K. J., and Hayes, A. F. 2008. “Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models.” Behavior Research Methods, 40(3), 879–891. https://doi.org/10.3758/BRM.40.3.879
  • Rampl, L. V. 2014. “How to become an employer of choice: transforming employer brand associations into employer first-choice brands.” Journal of Marketing Management, 30(13–14), 1486–1504. https://doi.org/10.1080/0267257X.2014.934903
  • Ready, D. A., Hill, L. A., and Conger, J. A. 2008. “Winning the race for talent in emerging markets.” Harvard business review, 86(11), 62-70.
  • Sahu, S., Pathardikar, A., and Kumar, A. 2018. “Transformational leadership and turnover: Mediating effects of employee engagement, employer branding, and psychological attachment.” Leadership and Organization Development Journal, 39(1), 82–99. https://doi.org/10.1108/LODJ-12-2014-0243
  • Sivertzen, A. M., Nilsen, E. R., and Olafsen, A. H. 2013. “Employer branding: Employer attractiveness and the use of social media.” Journal of Product and Brand Management, 22(7), 473–483. https://doi.org/10.1108/JPBM-09-2013-0393
  • Tanwar, K., and Prasad, A. 2016. “Exploring the Relationship between Employer Branding and Employee Retention.” Global Business Review, 17, 186S-206S. https://doi.org/10.1177/0972150916631214
  • Van Hoye, G., Bas, T., Cromheecke, S., and Lievens, F. 2013. “The Instrumental and Symbolic Dimensions of Organisations’ Image as an Employer: A Large-Scale Field Study on Employer Branding in Turkey.” Applied Psychology, 62(4), 543–557. https://doi.org/10.1111/j.1464-0597.2012.00495.x
  • Wahba, M., and Elmanadily, D. 2015. “Employer Branding Impact on Employee Behavior and Attitudes Applied Study on Pharmatecual in Egypt.” International Journal of Management and Sustainability, 4(6), 145–162. https://doi.org/10.18488/journal.11/2015.4.6/11.6.145.162
  • Wasti, S. A. 2002. “Affective and continuance commitment to the organization: Test of an integrated model in the Turkish context.” International Journal of Intercultural Relations. https://doi.org/10.1016/S0147-1767(02)00032-9
  • Wilden, R., Gudergan, S., and Lings, I. 2010. “Employer branding: Strategic implications for staff recruitment.” Journal of Marketing Management, 26(1–2), 56–73. https://doi.org/10.1080/02672570903577091
  • Zinko, R., Furner, Z. Z., Hunt, J., and Dalton, A. 2017. “Establishing a Reputation.” Journal of Employment Counseling, 54(2), 87–96. https://doi.org/10.1002/joec.12056
Toplam 37 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Bölüm Makaleler
Yazarlar

Büşra Müceldili 0000-0003-2770-6137

Berivan Tatar 0000-0002-0934-3734

Prof. Dr. Oya Erdil 0000-0003-3793-001X

Yayımlanma Tarihi 31 Temmuz 2021
Yayımlandığı Sayı Yıl 2021 Cilt: 16 Sayı: 63

Kaynak Göster

APA Müceldili, B., Tatar, B., & Erdil, P. D. O. (2021). Retaining the Best Talents: The Impact of Employer Branding and Psychological Capital. Yaşar Üniversitesi E-Dergisi, 16(63), 1414-1429. https://doi.org/10.19168/jyasar.831993
AMA Müceldili B, Tatar B, Erdil PDO. Retaining the Best Talents: The Impact of Employer Branding and Psychological Capital. Yaşar Üniversitesi E-Dergisi. Temmuz 2021;16(63):1414-1429. doi:10.19168/jyasar.831993
Chicago Müceldili, Büşra, Berivan Tatar, ve Prof. Dr. Oya Erdil. “Retaining the Best Talents: The Impact of Employer Branding and Psychological Capital”. Yaşar Üniversitesi E-Dergisi 16, sy. 63 (Temmuz 2021): 1414-29. https://doi.org/10.19168/jyasar.831993.
EndNote Müceldili B, Tatar B, Erdil PDO (01 Temmuz 2021) Retaining the Best Talents: The Impact of Employer Branding and Psychological Capital. Yaşar Üniversitesi E-Dergisi 16 63 1414–1429.
IEEE B. Müceldili, B. Tatar, ve P. D. O. Erdil, “Retaining the Best Talents: The Impact of Employer Branding and Psychological Capital”, Yaşar Üniversitesi E-Dergisi, c. 16, sy. 63, ss. 1414–1429, 2021, doi: 10.19168/jyasar.831993.
ISNAD Müceldili, Büşra vd. “Retaining the Best Talents: The Impact of Employer Branding and Psychological Capital”. Yaşar Üniversitesi E-Dergisi 16/63 (Temmuz 2021), 1414-1429. https://doi.org/10.19168/jyasar.831993.
JAMA Müceldili B, Tatar B, Erdil PDO. Retaining the Best Talents: The Impact of Employer Branding and Psychological Capital. Yaşar Üniversitesi E-Dergisi. 2021;16:1414–1429.
MLA Müceldili, Büşra vd. “Retaining the Best Talents: The Impact of Employer Branding and Psychological Capital”. Yaşar Üniversitesi E-Dergisi, c. 16, sy. 63, 2021, ss. 1414-29, doi:10.19168/jyasar.831993.
Vancouver Müceldili B, Tatar B, Erdil PDO. Retaining the Best Talents: The Impact of Employer Branding and Psychological Capital. Yaşar Üniversitesi E-Dergisi. 2021;16(63):1414-29.