CONCEPT OF CORPORATE ATTRACTIVENESS AND A RESEARCH FOR DETERMINING THE PERCEIVED SIGNIFICANCE OF COMPONENTS OF CORPORATE ATTRACTIVENESS

Abstract

One of the significant contributions of the public relations discipline to corporations, which is focused on managing relationships and communication processes between corporations and various publics, is to create positive impression on publics that are potential employees toward corporations. Hereby, corporations will be able to be seen as good employers and good places to work and qualified employees will be attracted by these corporations. Corporate attractiveness is a value which differentiates a corporation when it is compared with its rivals. Incorporating qualified employees is related to corporate attractiveness perception of potential employees. Within the scope of this study, information about concept of corporate attractiveness is shared and determining the perceived significance of components of corporate attractiveness is aimed. Components of corporate attractiveness in this study are emotional appeal, products / services' quality appeal, leadership appeal, management appeal, financial performance appeal and social performance appeal. Also, within the scope of this study, a research has been carried out in Istanbul. A questionnaire form has been designed and 415 participants have attended to the research. Findings have demonstrated that, each of the components is effective and determinant for coming up corporate attractiveness. Moreover, findings point out that the perceived significance of components of corporate attractiveness by target audiences is nearly the same.