EMPLOYER BRANDING DESCRIPTIONS OF UNIVERSITY STUDENTS: A BUSINESS TO BUSINESS FIRM EXAMPLE

Yıl 2017, Cilt: 15 Sayı: 1, 150 - 170, 31.01.2017

Başak Çiftçioğlu , Sebla Gül

https://doi.org/10.11611/yead.270389

Öz

    The purpose of this study was
to investigate the expectations
and information channels of  the Y
generation while evaluating their potential employers. This study was conducted
with 543 Agriculture Faculty students in a state university to be able to
understand their expectations of future employers especially in the scope of a
special type of business to business firm. The results revealed that the 543
Turkish agriculture students identified the ideal employer as people- oriented
(14%), considerate of staff training and education (12.53%), offering
opportunities for career development (12.17%) and providing well-developed
working conditions( 9.99%). The results also showed that the sources of information for the students of employer
branding image were from
personal experience of specific firms, such as face-to-face interaction with a
representative of the firm at a university career day or references by a university
professor.

Anahtar Kelimeler

Employer Branding, Y generations, Brand Equity

ÜNİVERSİTE ÖĞRENCİLERİNİN İŞVEREN MARKASI ALGILAMALARINA İLİŞKİN BİR FİRMA ÖRNEĞİ

Öz

    Bu
çalışmanın amacı Y jenerasyonunun potansiyel işverenlerinden beklentilerini ve
işverenleri hakkındaki değerlendirmelerini hangi iletişim aracına bağlı olarak
yapılandırdıklarını ortaya koymaktır. Bu amaçtan hareket ile Türkiye’de
faaliyet gösteren kamu üniversitelerinin Ziraat Fakültelerinde okuyan 543
öğrenci üzerinde ideal işveren beklentileri, spesifik bir firma özelinden
hareket ile değerlendirilmiştir. Araştırma bulguları 543 Ziraat Fakültesi
öğrencisinin ideal işvereni, insan odaklı (%14), çalışanının eğitim ve
gelişmesine önem veren (%12.53) kariyer gelişimi fırsatı sunan(%12.17) ve iyi
çalışma koşullarına sahip (%9.99) işveren olarak tanımladıkları bulgusuna
ulaşılmıştır. Çalışma bulguları ayrıca öğrencilerin işveren firmaları
değerlendirme sürecinde üniversite kariyer günleri gibi yüz yüze iletişim ya da
öğretim üyelerinin referansları gibi kişisel tecrübeye dayalı etkileşim
süreçlerinden daha fazla etkilendiklerini göstermektedir. 

Anahtar Kelimeler

İşveren markası, Y Jenerasyonu, Marka Değeri

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