Abstract:

The aim of this study is to be able to identify employees’ opinions on the work and life balance and career development, which is one of the most important components of the employer’s brand. The foundation of the research is based on the "Grabbed Theory" developed by Glaser and Strauss. In this direction, a study was carried out with people from different professions working as a white captain in the Izmir province. The study used focused group conversations and semi-configured conversations as data collection techniques. Participants discussed aspects such as training opportunities, promotional practices, diversified development support in the framework of career development. In relation to the work and life balance, the participants expressed their expectations such as flexible working hours, family-oriented activities and social activities. According to the findings obtained, both career development and business and life balance play a key role in the employer’s branding.

Keywords: