DEMOGRAPHIC FACTORS AFFECTING EMPLOYER BRAND FORMATION IN COVID 19 PROCESS: AN EXAMPLE OF THE TELECOMMUNICATION INDUSTRY

Abstract

This study focuses on how employer brand dimensions are affected in the context of demographic characteristics after the Covid 19 process in a business operating in the telecommunications sector. Within the scope of the application phase of the research; an online questionnaire was opened to 528 employees working in Rize, Trabzon, Giresun and Ordu provinces, and 474 respondents were received. In the analysis phase of the study, the results regarding hypothesis propositions were obtained by using the SPSS 22.0 program. According to the results; While there are no differences between employer brand perception and gender variable; differences were found among the variables of working style, age, education level and working time. The theoretical and practical effects of the research results were discussed, and recommendations were made to sector managers and future studies.