Bibliometric Analysis of Employer Branding Research (İşveren Markası Araştırmalarının Bibliyometrik Analizi)

The aim of this study is to present a systematic review of the scientific literature on employer branding. In order to achieve this aim, the data set consisting of a total of 213 articles on employer branding obtained from the Web of Science database was analyzed by the bibliometric analysis method. A number of indicators such as countries, institutions, authors, journals, citations, and keywords were included in the analysis. VOSviewer software program was used to visualize the bibliometric analysis. The findings show that employer branding research has been in a general upward trend in terms of the number of publications and citations since 2018. India is the leader in the number of publications, and England is the leader in the number of citations. The most productive institution is the Indian Institute of Technology from India, and the most influential is the Ghent University from Belgium. Employer branding is a topic that is mostly studied in the field of management and business. The most frequent keywords in the studies are recruitment, human resource management, employee retention, employer attractiveness, and employee engagement. Future employer branding studies are expected to be more closely associated with various human resource management functions, diversity and inclusion, generational differences, and technology. In conclusion, this study provides a comprehensive overview of employer branding research, constructs the intellectual map of the research field, and proposes a roadmap for future studies.