Akademik Veri Yönetim Sistemi
ATINER’s Conference Paper Proceedings Series MED2023-0282 , Athens, Yunanistan, 8 - 11 Mayıs 2023, sa.2529167, ss.1-19
A strong employer brand is crucial for maintaining employee motivation, engagement, and high satisfaction. Improving employee experiences and expectations is vital for maintaining and enhancing brand strength. The pandemic has changed the dynamics of business life as it has affected different areas of life. Remote working and hybrid working models that came with the pandemic have changed the expectations of employees from companies and required organizations to review their employer branding practices. In the post-pandemic period, employees can enter goblin mode when companies do not meet their expectations or their motivation decreases. An employee in goblin mode may need even more inspiration to adopt social and business practices. This study defines the concept of goblin mode, which can be an essential obstacle to being a solid employer brand with a corporate communication perspective. Then the employer branding practices of companies in Turkey during and after the pandemic will be analyzed. The study shows that most companies in Turkey focus instead on human resources that consist of the existing employer branding themes and are similar to and repetitive of each other than employer branding practices. The study reveals the need for unique employer branding practices in attracting skilled workforce for companies in Turkey.