(Employer Brand and The Employer’s Brand Effect on Emotional Commitment: Apractice in The Accommodation Enterprises)

Abstract

Purpose – This study has been conducted to determine the accommodation enterprises where human resource is of great importance, employees' employer brand perceptions and emotional commitment, the demographic characteristics that vary and in order to determine the impact of employer brand perceptions on emotional commitment. Design/methodology/approach – In the study, questions have been directed by survey method to the 387 employees in total of leading chain brand hotels. The obtained data were evaluated through frequency distribution, factor analysis, , t-test and variance analysis and correlation and regression analysis in SPSS. Findings – As a result of factor analysis which made, it is determined that employer brand perceptions of employees consists of five dimensions (application, social, economic, interest, development). It has been determined that employer brand perseptions of employees differs according to education of tourism, age, operation time variables among demographic features. It has been determined that there is a positive relationship an emotional commitments of all dimensions of employer brand perceptions of employees and the application value offered by the enterprise is the factor that most affects emotional commitment of the employee to the enterprise. Discussion – In the battles fought in order to get advantage of the talented employees of the institutions in their own organization, high quality candidates and employees, such as ‘the best place to work’, ‘most popular company’they prefer attractive ones among the branded companies. In order to attract these employees and keep their existing staff, organizations need to have a certain image in the field of human resources. The concept of employer brand, which has become increasingly popular in recent years, is to provide the right human resource to the organization and to keep it by creating organizational commitment.