İşveren markası algısı üzerine nitel bir araştırma: Bingöl ilinde turizm yatırım ve turizm işletme belgeli oteller örneği
A qualitative research on perception of employer brand: a case of tourism investment and tourism management certified hotels in Bingöl

Summary/Abstract: The main purpose of this study is to determine the views and perceptions of hotel employees about the employer brand, which is the sum of social, economic, development, benefit and interest values. Face-to-face interview technique was used as a data collection technique in the research and data were collected as a result of interviews with the employees of hotels with tourism investment and operation certificates in Bingöl province. In this context, interviews were conducted with 13 participants through random sampling among the employees in three hotels in the province of Bingöl. All interviews were recorded with the permission of the employees participating in the research, and then the records were examined and the data obtained from the employees were interpreted using descriptive analysis. The interviews were held in October and November 2022. According to the results obtained, it has been seen that all the elements of the social value dimension offered by the hotel business to the employees, the wagesalary opportunities element of the economic value dimension and the innovative and creativity element of the interest value dimension are effective in shaping the employer brand perception of the employees. According to the data obtained from this research, it is important to have a fun and happy working environment, to have good relations with colleagues, managers and supervisors, to have good wage opportunities, to be an innovative and creative business, and to give importance to innovative ideas in employer branding.

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