İŞVEREN MARKASI ALGISININ ETKİLİ LİDERLİK İLE İLİŞKİSİ VE BİR ARAŞTIRMA

Yıl 2019, Cilt: 11 Sayı: 30, 990 - 1004, 28.12.2019

Bünyamin Akdemir Emine Karakaplan Özer

https://doi.org/10.20875/makusobed.649561

Öz

Örgütleri başarıya ulaştırmada liderliğin etkisi yadsınamayacak düzeydedir. Kendileri de birer entelektüel sermaye unsuru olan liderlerin, başarıya giden yolda etkili olabilmek adına gerçekleştirmesi gereken önemli görevlerden biri yetenekleri örgüte çekebilmek ve hâlihazırdaki yetenekleri de örgütte tutabilmektir. Markalaşma kavramının günümüzde her alanda etki uyandırdığı aşikârdır. İşverenler için de markalaşmak yıkıcı rekabet koşullarının hâkim olduğu bu dönemde yetenek savaşlarından galip çıkabilmenin kilit noktalarından biridir. Etkileme ve yönlendirme gücü yüksek liderlerin markalaşma yolunda örgütlere önemli faydalar sağlayacağı savından yola çıkan bu çalışmada örgütlerdeki işveren markası algısının etkili liderlik ile ilişkisi ele alınmıştır. Çalışma Adıyaman ilinde görev yapmakta olan 273 kamu ve özel banka çalışanının katkısıyla gerçekleştirilmiştir. Çalışmada veri toplama aracı olarak anket tekniği kullanılmıştır. Çalışmanın sonuçları, çalışanların işveren markası algıları ile etkili liderlik arasında orta düzeyde pozitif bir ilişkinin varlığını ortaya koymuştur. İşveren markası değişkenin alt boyutları ve etkili liderlik ilişkisine dair bulgular da değişkenler arasında yine orta düzeyde pozitif bir ilişkinin varlığını ortaya koymuştur.

Anahtar Kelimeler

İşveren Markası, Markalaşma, Liderlik, Etkili Liderlik, Yetenek

THE RELATION BETWEEN THE EMPLOYER BRAND PERCEPTION AND EFFECTIVE LEADERSHIP AND A RESEARCH

Öz

The impact of leadership in success of organizations plays a key role. In order to be effective on
the road to success, leaders, who are themselves an intellectual capital element, should be able to
attract talents to the organization and keep the existing talents in the organization. It is obvious
that the concept of branding has an indisputable effect in every field today. Branding for
employers is one of the key points of winning talent wars. In this study, the relationship between
employer brand perception in organizations and effective leadership is discussed. The study was
carried out with the contribution of 273 public and private bank employees working in Adıyaman
province. The results of the study revealed a moderate positive relationship between employer
brand perceptions of employees and effective leadership. The analysis of the sub-dimensions of
the employer brand and effective leadership relationship also revealed a moderate positive
relationship between the variables.

Anahtar Kelimeler

Branding, Leadership, Employer Brand, Effective Leadership, Talent

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