Evaluation of Employer Brand Management in the Context of Employee Experience: A Research on HR Managers

Mustafa Atsan

Makale detayları

Evaluation of Employer Brand Management in the Context of Employee Experience: A Research on HR Managers

Yazarlar:

Mustafa Atsan

Yayıncı:

Selcuk University

Ana Başlıklar:

İnsan Kaynakları Yönetimi

Dergi:

Selçuk Üniversitesi Sosyal Bilimler Meslek Yüksekokulu Dergisi Vol.27 Issue 1, pp.294-307

Belge Tipi:

Makale

Yayın Tarihi:

4/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001316827

pISSN:

2564-7458

Anahtar kelimeler:

Özet:

 The importance of employer branding is increasing day by day. In this period when there are talent wars between companies, it is important to consider branding not only in terms of product or service but also in terms of the employer. Both current employees and potential candidates consider the effectiveness of their organization and the benefits it will bring to them. Therefore, every activity to be carried out for the benefit of the employees and every experience provided has positive effects on employer branding. This situation not only has a positive effect on the loyalty and motivation of the employees, but also causes potential candidates to prefer businesses. In todays world, where competition is intense and qualified personnel are important, it is known that there are some factors that affect the business and employer preference of employees. In this context, the aim of this study is to reveal the views of human resources managers on employer branding practices in the context of employee experience. It is thought that this study will contribute to the literature since there is no study on employee experience of employer brand management in the literature. In this study, qualitative research method was preferred. Phenomenological design was used as the research design: The study group of the research consists of 8 human resources managers operating in Mersin and Adana provinces and taking part in human resources associations. Participants were contacted via e-mail using the e-interview method. The collected data were analyzed by content analysis method. As a result of the literature review, according to the analysis of the answers given to the questions created from the three sub-dimensions of the employer brand, it was found that the perception levels of human resources managers towards the functional and economic dimensions of the employer brand dimensions were high. It was concluded that the level of awareness and perception about social responsibility in the psychological dimension was low.

 The importance of employer branding is increasing day by day. In this period when there are talent wars between companies, it is important to consider branding not only in terms of product or service but also in terms of the employer. Both current employees and potential candidates consider the effectiveness of their organization and the benefits it will bring to them. Therefore, every activity to be carried out for the benefit of the employees and every experience provided has positive effects on employer branding. This situation not only has a positive effect on the loyalty and motivation of the employees, but also causes potential candidates to prefer businesses. In todays world, where competition is intense and qualified personnel are important, it is known that there are some factors that affect the business and employer preference of employees. In this context, the aim of this study is to reveal the views of human resources managers on employer branding practices in the context of employee experience. It is thought that this study will contribute to the literature since there is no study on employee experience of employer brand management in the literature. In this study, qualitative research method was preferred. Phenomenological design was used as the research design: The study group of the research consists of 8 human resources managers operating in Mersin and Adana provinces and taking part in human resources associations. Participants were contacted via e-mail using the e-interview method. The collected data were analyzed by content analysis method. As a result of the literature review, according to the analysis of the answers given to the questions created from the three sub-dimensions of the employer brand, it was found that the perception levels of human resources managers towards the functional and economic dimensions of the employer brand dimensions were high. It was concluded that the level of awareness and perception about social responsibility in the psychological dimension was low.

 The importance of employer branding is increasing day by day. In this period when there are talent wars between companies, it is important to consider branding not only in terms of product or service but also in terms of the employer. Both current employees and potential candidates consider the effectiveness of their organization and the benefits it will bring to them. Therefore, every activity to be carried out for the benefit of the employees and every experience provided has positive effects on employer branding. This situation not only has a positive effect on the loyalty and motivation of the employees, but also causes potential candidates to prefer businesses. In todays world, where competition is intense and qualified personnel are important, it is known that there are some factors that affect the business and employer preference of employees. In this context, the aim of this study is to reveal the views of human resources managers on employer branding practices in the context of employee experience. It is thought that this study will contribute to the literature since there is no study on employee experience of employer brand management in the literature. In this study, qualitative research method was preferred. Phenomenological design was used as the research design: The study group of the research consists of 8 human resources managers operating in Mersin and Adana provinces and taking part in human resources associations. Participants were contacted via e-mail using the e-interview method. The collected data were analyzed by content analysis method. As a result of the literature review, according to the analysis of the answers given to the questions created from the three sub-dimensions of the employer brand, it was found that the perception levels of human resources managers towards the functional and economic dimensions of the employer brand dimensions were high. It was concluded that the level of awareness and perception about social responsibility in the psychological dimension was low.

 İşveren markalaşmasının önemi gün geçtikçe artmaktadır. Şirketler arası yetenek savaşlarının olduğu bu dönemde markalaşmanın sadece ürün veya hizmet açısından değil işveren açısından da ele alınması önem teşkil etmektedir. Hem mevcut çalışanlar hem de potansiyel adaylar, kurumlarının etkinliği ve kendilerine sağlayacağı faydaları göz önünde bulundurmaktadır. Bu yüzden, çalışanların faydasına yönelik yapılacak her faaliyetin ve yaşatılan her deneyimin işveren markalaşmasına olumlu etkileri olmaktadır. Bu durum çalışanların bağlılığına ve motivasyonuna olumlu şekilde etki ettiği gibi potansiyel adayların da işletmeleri tercih etmelerine sebebiyet vermektedir. Rekabetin yoğun bir şekilde yaşandığı ve vasıflı personelin önemli olduğu günümüzde çalışanların işletme ve işveren tercihini etkileyen bazı etkenlerinin olduğu bilinmektedir. Bu bağlamda bu çalışmanın amacı insan kaynakları yöneticilerinin işveren markası uygulamalarına yönelik görüşlerini çalışan deneyimi bağlamında ele alarak ortaya koymaktır. Alan yazında işveren markası yönetiminin çalışan deneyimine yönelik bir çalışmaya rastlanılmamasından ötürü bu çalışmanın literatüre katkı sağlayacağı düşünülmektedir. Bu çalışmada nitel araştırma yöntemi tercih edilmiştir. Araştırma deseni olarak fenomenolojik desen kullanılmıştır Araştırmanın çalışma grubunu Mersin ve Adana illerinde faaliyet gösteren ve insan kaynakları derneklerinde yer alan 8 insan kaynakları yöneticisi oluşturmaktadır. Katılımcılara e-görüşme yöntemi kullanılarak e-mail yoluyla ulaşılmıştır. Toplanan veriler içerik analizi yöntemiyle analiz edilmiştir. Literatür taraması sonucunda işveren markasının üç alt boyutundan oluşturulan sorulara verilen cevapların analizine göre insan kaynakları yöneticilerinin işveren markası boyutlarından fonksiyonel ve ekonomik boyutlara yönelik algı düzeylerinin yüksek olduğu bulgusuna ulaşılmıştır. Psikolojik boyutta yer alan sosyal sorumluluk ile ilgili farkındalık ve algı düzeylerinin ise düşük olduğu sonucuna varılmıştır.

Makale detayları

Evaluation of Employer Brand Management in the Context of Employee Experience: A Research on HR Managers

Yazarlar:

Mustafa Atsan

Yayıncı:

Selcuk University

Ana Başlıklar:

İnsan Kaynakları Yönetimi

Dergi:

Selçuk Üniversitesi Sosyal Bilimler Meslek Yüksekokulu Dergisi Vol.27 Issue 1, pp.294-307

Belge Tipi:

Makale

Yayın Tarihi:

4/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001316827

pISSN:

2564-7458

Employer brand

Management

Human resources

Employee experienceİşveren markası

yönetim

insan kaynakları

çalışan deneyimi

Sayı

Makale detayları

Yazarlar: Mustafa Atsan

Yayıncı: Selcuk University

Ana Başlıklar: İnsan Kaynakları Yönetimi

Dergi: Selçuk Üniversitesi Sosyal Bilimler Meslek Yüksekokulu Dergisi Vol.27 Issue 1, pp.294-307

Belge Tipi: Makale

Yayın Tarihi: 4/2024

Belge Dili: Türkçe

Document ID (Org No.): 2001316827

pISSN: 2564-7458

Sayı

Yazarlar:

Mustafa Atsan

Yayıncı:

Selcuk University

Ana Başlıklar:

İnsan Kaynakları Yönetimi

Dergi:

Selçuk Üniversitesi Sosyal Bilimler Meslek Yüksekokulu Dergisi Vol.27 Issue 1, pp.294-307

Belge Tipi:

Makale

Yayın Tarihi:

4/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001316827

pISSN:

2564-7458