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THE EFFECT OF PERSONALITY AND INDIVIDUAL VALUES ON THE PERCEPTION OF EMPLOYER BRAND ATTRACTIVENESS: A SAMPLE STUDY ON BUSINESS ADMINISTRATION STUDENTS
(Istanbul Univ, 2015) Erkanli, Hulya; Topuz, Yusuf Volkan; Cop, Ruziye
Today, organizations have been increasingly making use of their employer brand for attracting the potential employees to their organizations. The benefits that the potential employee hopes to have by being employed by a specific organization define the employer brand attractiveness. Therefore, the more attractive the organization for its current and potential employees gets the stronger its brand is. Different people find various properties of the organizations attractive. Accordingly, different organizations access potential candidates equipped with different traits. These traits can be addressed in more detail through personalities and values. In this study, it is aimed to determine the effect of potential candidates' personality traits and individual values on the perception of employer brand attractiveness. For this purpose, first-hand data have been obtained through administering surveys with 498 business administration students who are considered as potential employees and then tested. The results revealed that the individual values and personality traits affect employer brand attractiveness positively.