Abstract:

Recruiting and retaining talented employees is a critical issue in the shipyards enterprises, which is a labor-intensive industry. The most important tool to achieve this is the use of employer branding practices in human resources management. In order for employer branding practices to be carried out effectively, firstly, the expectations of current and potential employees should be learned, then a suitable value proposition should be presented and the promises made in the proposal should be fulfilled. With this study, it has been tried to determine the expectations of current and potential employees in the shipbuilding sector from their employers. A survey was conducted with a total of 313 people. According to the results of the research, it was seen that the participants perceive the employer brand in two dimensions and attach more importance to the workplace practices than the reputation. In addition, effective employer brand communication factors were determined by the study.

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