THE ROLE AND EFFECTIVENESS OF HUMAN RESOURCES MANAGEMENT IN CREATING AN EMPLOYER BRAND: THE EXAMPLE OF FAST CONSUMING RETAILING

Abstract

Human resource management refers to the deployment and development of an organization's human resources in the most accurate, efficient, and effective way to accomplish the organization's goals. The application of branding concepts in human resource management is known as "employer branding". Yet, there are few empirical studies on HR management in connection with an employer brand. In this context, the aim of this research is to discuss the significance and role of human resources management in terms of brand value. It is also aimed to investigate the utilization of employer branding as a tool in the selection and placement of suitable people for the business in the process of personnel selection in the setting of human resources management. A Relational screening model is used in this study. In accordance with the purpose of the research, the effectiveness of the human resource management practices scale and the employer branding practices scale were used. The research universe consists of personnel working in different departments of Migros store. A total of 472 participants, 104 women, and 368 men working at Migros in the provinces of Istanbul, Izmir, and Ankara participated in the research. SPSS 22.0 was used to analyze the data that was obtained. The findings of this study show that human resources is the unit that plays the biggest role in selecting qualified employees, which is important for branding the business. As a result of the study, it can be said that human resource management practices are effective in shaping the employer brand, which aims to create the perception that the company is a good place to work.