TERSANE İŞLETMELERİNDE MEVCUT VE POTANSİYEL ÇALIŞANLARIN İŞVEREN MARKA ALGISI

Year 2021, , 219 - 236, 31.03.2021

Onur Saylan , Umut Eroğlu

https://doi.org/10.11611/yead.865362

Cited By: 1

Abstract

Emek yoğun bir sektör olan tersane işletmelerinin yönetiminde, yetenekli çalışanların işe alınması ve tutulabilmesi kritik bir konudur. Bunu sağlamanın en önemli aracı da insan kaynakları yönetiminde işveren markası uygulamalarının kullanılmasıdır. İşveren markası uygulamalarının etkin bir şekilde yapılabilmesi için mevcut ve potansiyel çalışanların beklentilerinin öğrenilmesi, buna uygun bir değer önermesi sunulması ve önermedeki vaatlerin yerine getirilmesi gerekmektedir. Yapılan çalışma ile gemi inşa sektöründe mevcut ve potansiyel çalışanların işverenlerinden beklentileri tespit edilmeye çalışılmıştır. Her iki gruptan, toplam 313 kişi ile bir anket çalışması gerçekleştirilmiştir. Araştırma sonuçlarına göre katılımcıların işveren markasını iki boyutta algıladığı ve işyeri uygulamaları boyutuna itibar boyutundan daha fazla önem verdiği görülmüştür. Ayrıca, gemi inşa sektöründe etkili olan işveren marka iletişimi faktörleri yapılan çalışma ile belirlenmiştir.

Keywords

İşveren Markası, Çalışan Değer Önermesi, Tersane, Gemi İnşaatı

EMPLOYER BRAND PERCEPTION OF EXISTING AND POTENTIAL EMPLOYEES IN SHIPYARD ENTERPRISES

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.

Keywords

Employer Brand, Employee Value Proposition, Shipyard, Shipbuilding

References

• Aggerholm, H. K., Andersen, S. E. ve Thomsen, C. (2011) “Conceptualising Employer Branding in Sustainable Organisations”, Corporate Communications: An International Journal, 16(2): 105-123.
• Arachchige, B. J. ve Robertson, A. (2011) “Business Student Perceptions of a Preferred Employer: A Study Identifying Determinants of Employer Branding”, IUP Journal of Brand Management, 8(3):25-46.
• Backhaus, K. ve Tikoo, S. (2004) “Conceptualizing and Researching Employer Branding”, Career development international, 9(5): 501-517.
• Banerjee, P., Saini, G. K. ve Kalyanaram, G. (2020) “The Role of Brands in Recruitment: Mediating Role of Employer Brand Equity”, Asia Pacific Journal Of Human Resources, 58(2): 173-196.
• Barney, J. (1991) “Firm Resources and Sustained Competitive Advantage”, Journal of Management, 17(1): 99-120.
• Barrow, S. ve Mosley, R. (2005) “The Employer Brand: Kavramın Yaratıcısından Güçlü Bir İşveren Markası Oluşturmanın Sırları”, İstanbul: Realta Danışmanlık.
• Baş, Türker (2011) “İşveren Markası: Yüksek Nitelikli Çalışanları Çekmenin ve Elde Tutmanın Anahtarı”, İstanbul: Optimist Yayım ve Dağıtım.
• Bellou, V., Chaniotakis, I., Kehagias, I. ve Rigopoulou, I. (2015) “Employer Brand of Choice: An Employee Perspective”, Journal of Business Economics and Management, 16(6): 1201-1215.
• Berthon, P., Ewing, M. ve Hah, L. L. (2005) “Captivating Company: Dimensions of Attractiveness in Employer Branding”, International Journal of Advertising, 24(2): 151-172.
• Bhasin, J., Mushtaq, S. ve Gupta, S. (2019) “Engaging Employees Through Employer Brand: An Empirical Evidence”, Management and Labour Studies, 44(4): 417-432.
• Cable, D.M. ve Turban, D.B. (2003) “The Value of Organizational Reputation in the Recruitment Context: A Brand‐Equity Perspective”, Journal of Applied Social Psychology, 33(11): 2244-2266.
• Celani, A. ve Singh, P. (2011) “Signaling Theory And applicant Attraction Outcomes”, Personnel Review, 40(2): 222-238.
• Charbonnier‐Voirin, A., Poujol, J. F. ve Vignolles, A. (2017) “From Value Congruence to Employer Brand: Impact on Organizational Identification and Word of Mouth”, Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l'Administration, 34(4): 429-437.
• Chou, C. C. ve Chang, P. L. (2004) “Core Competence and Competitive Strategy of the Taiwan Shipbuilding Industry: A Resource-Based Approach” Maritime Policy & Management, 31(2): 125-137.
• Combs, J. G. ve Ketchen, Jr, D. J. (1999) “Explaining Interfirm Cooperation and Performance: Toward A Reconciliation of Predictions from the Resource‐Based View and Organizational Economics”, Strategic Management Journal, 20(9): 867-888.
• Dabirian, A., Paschen, J. ve Kietzmann, J. (2019) “Employer Branding: Understanding Employer Attractiveness of IT Companies”, IT Professional, 21(1): 82-89. Dawn, S. K. ve Biswas, S. (2010) “Employer Branding: A New Strategic Dimension of Indian Corporations”, Asian Journal of Management Research 21-33.
• De Stobbeleir, K. E., De Clippeleer, I., Caniëls, M. C., Goedertier, F., Deprez, J., De Vos, A. ve Buyens, D. (2018) “The Inside Effects of a Strong External Employer Brand: How External Perceptions can Influence Organizational Absenteeism Rates”, The International Journal of Human Resource Management, 29(13): 2106-2136.
• Deniz Ticaret Odası, 2020, Denizcilik Sektör Raporu. İstanbul. https://www.denizticaretodasi.org.tr/media/SharedDocuments/sektorraporu/sektor_raporu_tr_2020.pdf
• Ehrhart, K. H. ve Ziegert, J. C. (2005) “Why are Individuals Attracted to Organizations?”, Journal of Management, 31(6): 901-919. Deepa, R. ve Baral, R. (2017) “A Comprehensive Framework for Implementing an Effective Employer Brand Strategy”, Global Business Review, 18(3): 75-94.
• Delery, J. E. ve Roumpi, D. (2017) Strategic Human Resource Management, Human Capital and Competitive Advantage: is the Field Going in Circles?”, Human Resource Management Journal, 27(1): 1-21.
• Ewing, M. T., Pitt, L. F., De Bussy, N. M. ve Berthon, P. (2002) “Employment Branding in the Knowledge Economy”, International Journal of advertising, 21(1): 3-22.
• Gaddam, S. (2008) “Modeling Employer Branding Communication: The Softer Aspect of HR Marketing Management”, ICFAI Journal of Soft Skills, 2(1): 45-55.
• Gilani, H. ve Cunningham, L. (2017) “Employer Branding and its Influence on Employee Retention: A Literature Review”, The Marketing Review", 17(2): 239-256.
• Gunesh, P. ve Maheshwari, V. (2019) “Role of Organizational Career Websites for Employer Brand Development”, International Journal of Organizational Analysis. 27(1): 149-168.
• Gupta, S. ve Saini, G. K. (2020) “Information Source Credibility and Job Seekers’ Intention to Apply: The Mediating Role of Brands”, Global Business Review, 21(3): 743-762.
• Hoppe, D. (2018) “Linking Employer Branding and Internal Branding: Establishing Perceived Employer Brand Image as an Antecedent of Favourable Employee Brand Attitudes and Behaviours”, Journal of Product & Brand Management.27(4): 452–467.
• Joo, B. K. ve Mclean, G. N. (2006) “Best Employer Studies: A Conceptual Model from a Literature Review and A Case Study”, Human resource development review, 5(2): 228-257.
• Karami, A., Analoui, F. ve Cusworth, J. (2004) “Strategic Human Resource Management and Resource‐Based Approach: The Evidence from the British Manufacturing Industry”, Management Research News, 27(6): 50-68.
• Lawler, Edward E. III; Kuleck Jr., Walter. J; Rhode, John. G.; Sorensen, James. E. (1975) “Job Choice and Post Decision Dissonance”, Organizational Behavior and Human Performance, 13(1): 133-145.
• Lee, C. C., Kao, R. H. ve Lin, C. J. (2018) “A Study on the Factors to Measure Employer Brand: The Case of Undergraduate Senior Students”, Chinese Management Studies. 12(4): 812-832.
• Lievens, F. (2007) Employer Branding in the Belgian Army: The Importance of Instrumental and Symbolic Beliefs for Potential Applicants, Actual Applicants, and Military Employees. Human Resource Management, 46(1): 51-69.
• Lievens, F., Van Hoye, G., ve Anseel, F. (2007) “Organizational Identity and Employer Image: Towards a Unifying Framework”, British Journal of Management, 18: 45-59.
• Lievens, F. ve Highhouse, S. (2003) “The Relation of Instrumental and Symbolic Attributes to a Company's Attractiveness as an Employer”, Personnel Psychology, 56(1): 75-102.
• Lyons, B. D. ve Marler, J. H. (2011) “Got image? Examining Organizational Image in Web Recruitment”, Journal of Managerial Psychology, 26(1): 58-76.
• Maheshwari, V., Gunesh, P., Lodorfos, G. ve Konstantopoulou, A. (2017) “Exploring HR Practitioners’ Perspective on Employer Branding and its Role in Organisational Attractiveness and Talent Management”, International Journal of Organizational Analysis. 25(5): 742-761.
• Monteiro, B., Santos, V., Reis, I., Sampaio, M. C., Sousa, B., Martinho, F., Sousa, M. J. ve Au-Yong-Oliveira, M. (2020) “Employer Branding Applied to SMEs: A Pioneering Model Proposal for Attracting and Retaining Talent”, Information, 11(12): 574.
• Moura, D. A. ve Botter, R. C. (2012) “Can a Shipyard Work Towards Lean Shipbuilding or Agile Manufacturing” E. Rizzuto, ve C. Guedes Soares, (eds.) Sustainable Maritime Transportation and Exploitation of Sea Resources, London: Taylor & Francis Group, 559–565.
• Mölk, A. ve Auer, M. (2018) “Designing Brands and Managing Organizational Politics: A Qualitative Case Study of Employer Brand Creation”, European Management Journal, 36(4): 485-496.
• Saini, G. K., Gopal, A. ve Kumari, N. (2015) “Employer Brand and Job Application Decisions: Insights from the Best Employers”, Management and Labour Studies, 40(1-2): 34-51.
• Sandler, S. F. (2005) “HR Brand Building in Today’s Market” HR Focus, 82(2): 13-15.
• Saylan, O. ve Eroğlu, U. (2019) “Meslek Yüksekokulu Öğrencilerinin İşveren Marka Algısı Boyutlarının Belirlenmesi Üzerine Bir Araştırma”, 8th International Vocational Schools Symposium, Cilt I, 247-257, Sinop.
• Sengupta, A. ve Bamel, U., Singh, P. (2015) “Value Proposition Framework: Implications for Employer Branding”, Decision, 42(3): 307-323.
• Slavković, M. ve Pavlović, G., Simić, M. (2018) “Employee Recruitment andi Relationship with Employee Satisfaction: Verifying the Mediating Role of the Employer Brand”, Ekonomski Horizonti, 20(2): 125-139.
• Tüzüner, V. L. ve Yüksel, C. A. (2009) “Segmenting Potential Employees According to Firm’s Employer Attractiveness Dimensions in the Employer Branding Concept”, Journal of Academic Research in Economics, 1(1): 46-61.
• Van Hoye, G., Bas, T., Cromheecke, S. ve Lievens, F. (2013) “The Instrumental and Symbolic Dimensions of Organisations' Image as an Employer: A Large‐Scale Field Study on Employer Branding in Turkey”, Applied Psychology, 62(4): 543-557.
• Vardarlıer, P. (2017) “İşveren Markası ve Yetenekli Çalışan Etkileşimi”, İşletme Araştırmaları Dergisi, 9(4): 628-648.