Employer Branding in the Age of Sustainability and Digital Transformation
TÜBA Full Member Prof. Dr. Halit Keskin and Prof. Dr. Emel Esen authored the book Employer Branding in the Age of Sustainability and Digital Transformation, drawing on their extensive academic expertise, project experience, and teaching at both the undergraduate and graduate levels in the fields of employee experience and employer branding.
While closely monitoring current research during the preparatory phase, the theoretical framework was examined in conjunction with field observations, and the study was systematically refined. Aimed at filling a significant academic gap in the field of employer branding in Türkiye, the work was published following approximately one year of research. Employer Branding in the Age of Sustainability and Digital Transformation stands out as one of the few academic studies prepared to this extent in the field to date. In particular, the examination of the effects of artificial intelligence applications on employer branding processes serves as a distinctive element that strongly links the work to current literature. The book examines employer branding within the framework of attracting and retaining employees; it explores employee experience, human resources practices grounded in positive psychology, and approaches to measuring employer branding through a holistic perspective. Theoretical explanations are supported by practical evaluations. The book highlights that Türkiye is a developing country in terms of employer branding practices. By comparing these practices with those of companies in the world’s happiest countries, it emphasizes the significant progress still needed, particularly in the areas of employee well-being and experience. In this context, the book underscores the need to move beyond traditional approaches that focus solely on economic expectations.
Prof. Dr. Halit Keskin stated that the primary motivation for the book was the lack of a comprehensive, up-to-date Turkish-language resource with academic depth in the field of employer branding. He noted that the work aims to provide concrete contributions not only to the academic world but also to the business world, and to bridge the gap between theory and practice.
Prof. Dr. Emel Esen noted that the content was developed by incorporating the perspectives of professionals from the business world and students, emphasizing that this approach has strengthened the book’s practical orientation.