İşveren Markasının Dünü Bugünü: R Programı ile Bibliyometrik Analiz
The Past and Present of the Employer Brand: Bibliometric Analysis with the R Program

Summary/Abstract: Purpose - The aim of this study is to determine the bibliometric features of the studies on the employer brand concept and to evaluate the development of theconcept in the literature.In this study, which includes a bibliometric analysis of the employer brand concept, it is aimed to guide future studies by determining the place of the concept in the literature, its developmental processes and gaps in the concept. Design/methodology/approach - Studies on the concept of employer branding were scanned in the Scopus database and R programming language was analyzed with the Biblioshiny interface integrated into the R Studio editor. After scanning the concepts related to the employer brand in the Scopus database, the data obtained were re-limited by constraints such as articles written in English and Social Sciences.After these constraints, it was determined that the first article on the concept was published in 2004, and there were 256 articles published in 160 journals between 2004-2021. The data obtained with the BibTex file related to these articles were visualized with bibliometric mapping analyzes in the context of author, source, citation and common word, and these maps were interpreted. Findings - As a result of the analyzes made, it was determined that the journal with the highest number of publications on the concept of employer branding was Sustainability (Switzerland), while the most cited journal was "Career Development International". While Gordhan Kumar Saini has the most publications on the concept, the most cited author is Filip Lievens with 149 citations. Discussion - The concept is intensely paired with concepts such as the future, management, and human resources. When the employer brand is more customized under these headings, it will be appropriate to examine its relationship with concepts such as brand value, employee happiness and corporate identity.Considering that the concept was analyzed on the basis of an article in the Scopus database in this study,it is recommended to conduct a bibliometric study on different databases, especially in Turkish literature, to understand the place of the concept in the literature and to direct different studies.

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