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The Representation of Luxury Brand's Talent Management on Corporate Web Pages as a Communication Vehicle: Comparative Assessment of Luxuries

Year 2019, Issue: 32, 642 - 668, 31.12.2019
https://doi.org/10.31123/akil.617057

Abstract

In today's new communication environment, the concept of talent management emerges in providing competitive advantage and rendering the brand sustainability. With the developments in internet-based applications, corporate web pages take their place as an effective tool in the communication process between the developments seen in internet-based applications and the communication process between brand and talent. It is noteworthy that the talent management process, which can establish a synchronization with the nature of the luxury brand, is also present in the luxury brands, which adapted late to the internet environment.  

In this study, formed on the basis of the fact that official web pages act as a bridge between brand and talent, the reflections of the talent management process on the web pages have been examined. The report entitled "2019 Global Powers of Luxury Goods," was used to identify the brands worked with. The sharings aimed at talent management on the web pages of LVMH, The Estée Lauder and Richemont, which are the first three brands in the luxury brand rankings, were examined for a month, between August 01-31, 2019. The descriptive tablesin Burcu Öksüz's (2011) study entitled "A Research on the Use of Corporate Web Sites in E-Recruitment Process and a Research on the Subject," were utilized in the evaluation. As a result of the evaluation, the concepts of 'talent' and 'career," attract attention in each brand's presentation, which includes sharings aimed at talent management. The stages of the talent management process (such as find, retain and develop talent) are available on each brand's website. It is possible to say that the training programs aimed at improving talent and the elements of the institutionalization of the talent and creating loyalty to the institution appear on the web pages of each brand with relative differences.        

References

  • Akar, F. (2012). Yetenek Yönetı̇mı̇nı̇n Bazı Türk Ünı̇versı̇telerı̇nde Uygulanmasına İlı̇şkin Öğretı̇m Üyelerı̇nin Görüş ve Önerilerı̇. Doktora tezi. Ankara: Ankara Ünı̇versı̇tesı̇, Eğitı̇m bı̇lı̇mlerı̇ Enstı̇tüsü, Eğitim Yönetı̇mı̇ ve Polı̇tı̇kası Anabı̇lim Dalı, Eğitim Yönetı̇mı̇ Teftı̇şi Doktora Programı.
  • Aksakal, E., & Dağdevı̇ren, M. (2015). Yetenek Yönetı̇mı̇ Temellı̇ Personel Atama Modelı̇ ve çözüm önerı̇sı̇. Gazi Üniv. Müh. Mim. Fak. Der, 30(2): p.249-262.
  • Altuntuğ, N. (2009). Rekabet Üstünlüğünün Sürdürülmesı̇nde Yeteneklerı̇n Rolü: Yetenek Yönetı̇m Yaklaşımı. Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi,14(3): p.445-460.
  • Ariss, A.A., Cascio, W.F., & Paauwe, J. (2014). Talent management: Current theories and future research directions. Journal of World Business, 49(2): p.173-179.
  • Ashton, C., & Morton, L. (2005). Managing talent for competitive advantage. Strategic HR Review, 4(5), p.28-31.
  • Boudreau, J.W. (2013). Appreciating and ‘retooling’ diversity in talent management conceptual models: A commentary on “The psychology of talent management: A review and research agenda. Human Resource Management Review, 23(4): p.286-289.
  • Cappelli, P. (2008). Talent on demand: Managing talent in an age of uncertainty. Boston, MA: Harvard Business School Press.
  • Cerdin, J-L., & Brewster, C. (2014). Talent management and expatriation: Bridging two streams of research and practice. Journal of World Business, 49(2): p.245-252.
  • Collings, D.G., & Mellahi, K. (2009). Strategic talent management: A review and research agenda. Human Resource Management Review, 19(4), p.304-313.
  • Collings, D.G., Scullion, H., & Morley, M.J. (2007). Changing patterns of global staffing in the multinational enterprise: Challenges to the conventional expatriate assign-ment and emerging alternatives. Journal of World Business, 42(2): p.198-213.
  • Çelik, M., & Zaim, A. (2011) Yetenek Yönetimi Yaklaşımı. İstanbul Ticaret Üniversitesi Fen Bilimleri Dergisi, 10(20): p.33-38.
  • Doğan, S., & Demiral, Ö. (2008). İnsan Kaynakları Yönetiminde Çalışanların Kendilerine Doğru Yolculuk Yöntemi: Yetenek Yönetimi. Ç.Ü. Sosyal Bilimler Enstitüsü Dergisi, 17(3): p.145-166.
  • Dries, N. (2013). The psychology of talent management: A review and research agenda. Human Resource Management Review, 23(4): 272-285.
  • Duttagupta, R. (2005). Identifying and managing your assets: Talent management. London, UK: PricewaterhouseCoopers.
  • Ingrama, T., & Glod, W. (2016). Talent management in healthcare organizations - qualitative research results. Procedia Economics and Finance, 39: p.339-346.
  • Jerusalim, R.S., & Hausdorf, P.A. (2007). Managers’ justice perceptions of high potential identification practices. The Journal of Management Development, 26(10), p.933-950.
  • Karatop, B., Kubat, C., & Uygun, O. (2015). Talent management in manufacturing system using fuzzy logic approach. Computers & Industrial Engineering, 86: p.127-136.
  • Khilji, S.E., Tarique, I., & Schuler, R.S. (2015). Incorporating the macro view in global talent management. Human Resource Management Review, 25(3): p.236-248.
  • Kwahk, K-Y., & Park, D-H. (2018). Leveraging your knowledge to my performance: The impact of transactive memory capability on job performance in a social media environment. Computers in Human Behavior, 80: p.314-330.
  • Mellahi, K., & Collings, D.G. (2010). The barriers to effective global talent management: example of corporate e´lites in MNEs. Journal of World Business, 45(2): p.143-149.
  • Meyers, M.C., & van Woerkom, M. (2014). The influence of underlying philosophies on talent management: Theory, implications for practice, and research agenda. Journal of World Business, 49(2): p.192-203.
  • Meyers, M.C., van Woerkom, M., & Dries, N. (2013). Talent — Innate or acquired? Theoretical considerations and their implications for talent management. Human Resource Management Review, 23(4): p.305-321.
  • N’Cho, J. (2017). Contribution of Talent Analytics in Chance Management within Project Management Organizations The Case of the French Aerospace Sector. Procedia Computer Science, 121: p.625-629.
  • Öksüz, B. (2011). İşe Alım Sürecinde Kurumsal Web Sitelerinin Kullanımı ve Konu Üzerine Bir Araştırma. ZKÜ Sosyal Bilimler Dergisi, 7(14): 267-284.
  • Pascal, C. (2004). Foreword. In A. Schweyer (Ed.), Talent management systems: Best practices in technology solutions for recruitment, retention and workforce planning. San Francisco, CA: John Wiley & Sons.
  • Russell, C., & Bennett, N. (2015). Big data and talent management: Using hard data to make the soft stuff easy. Business Horizons, 58(3), 237-242.
  • Sabuncu, K.U., & Karacay, G. (2016). Exploring Professional Competencies for Talent Management in Hospitality and Food Sector in Turkey. Social and Behavioral Sciences, 235: p.443-452.
  • Schuler, R.S., Jackson, S.E., & Tarique, I. (2011). Global talent management and global talent challenges: Strategic opportunities for IHRM. Journal of World Business, 46(4): p.506-516.
  • Scullion, H., Collings, D.G., & Caligiuri, P. (2010). Global talent management. Journal of World Business, 45(2): p.105-108.
  • Silzer, R., & Dowell, B.E. (2010). Strategic talent management matters. In R. Silzer, & B. E. Dowell (Eds.), Strategy-driven talent management: A leadership imperative (pp. 3–72). San Francisco, CA: Jossey-Bass.
  • Sloan, E.B., Hazucha, J.F., & Van Katwyk, P.T. (2003). Strategic management of global leadership talent. In W. H. Mobley, & P. W. Dorfman (Eds.), Advances in global leadership, Vol. 3. (pp. 235–274) New York, NY: JAI.
  • Tarique, I., & Schuler, R. (2013). The global context and impact of emerging markets on Talent Management Strategies – pressure points and impact. In P. R. Sparrow, H. Scullion, & I. Tarique (Eds.), Strategic talent management: Contemporary issues in international context. UK: Cambridge.
  • Warren, C. (2006). Curtain call: Talent management. People management, p.24-29.
  • Vaiman, V., Haslberger, A., & Vance, C.M. (2015). Recognizing the important role of self-initiated expatriates in effective global talent management. Human Resource Management Review, 25(3): p.280-286.
  • Yıldırım, A., & Şimşek, H. (2013). Sosyal Bilimlerde Nitel Araştırma Yöntemleri. Ankara: Seçkin Yayıncılık.
  • Internet sources https://careers.richemont.com/content/careers/com/international/en.html, Access date: 02.09.2019 https://www.esteelauder.com, Access date: 02.09.2019 https://www.esteelauder.com/customer_service/careers/index.tmpl, Access date: 02.09.2019 https://www.lvmh.com, Access date: 02.09.2019 https://www.lvmh.com/talents/work-with-us/job-offers/, Access date: 02.09.2019 https://www.richemont.com/#, Access date: 02.09.2019

Lüks Marka Yetenek Yönetiminin Bir İletişim Aracı Olarak Web Sayfalarındaki Sunumu: Lüks Markalara Yönelik Karşılaştırmalı Bir Değerlendirme

Year 2019, Issue: 32, 642 - 668, 31.12.2019
https://doi.org/10.31123/akil.617057

Abstract

Günümüz yeni iletişim ortamında rekabet avantajı sağlama, markayı sürdürülebilir kılmada yıldızı parlayan yetenek yönetimi kavramı belirmektedir. İnternet tabanlı uygulamalarda görülen gelişmeler ile marka-yetenek arasındaki iletişim sürecinde etkin araç olarak kurum web sayfaları yerini almaktadır. Lüks markanın doğası ile bir senkronizasyon kurabilen yetenek yönetimi sürecinin, internet ortamına geç adapte olan lüks markalarda da olduğu dikkat çekmektedir.  

Resmi web sayfalarının marka-yetenek arasında bir köprü görevi üstlendiğinden yola çıkılarak hazırlanan çalışmada, yetenek yönetimi sürecinin web sayfalarında ki yansımaları incelenmiştir. Çalışılan markalarını belirlemede 2019 Global Powers of Luxury Goods isimli rapor kaynak alınmıştır. Lüks marka sıralamasında yer alan ilk üç marka olan LVMH, The Estée Lauder ve Richemont’ın web sayfalarına yönelik 01-31. Ağustos 2019 tarihleri arasındaki bir ay süre ile yetenek yönetimine yönelik paylaşımlar incelenmiştir. Burcu Öksüz’ün (2011)“E İşe Alım Sürecinde Kurumsal Web Sitelerinin Kullanımı ve Konu Üzerine Bir Araştırma” isimli çalışmasında yer alan tanımlayıcı tablolardan değerlendirmede faydalanılmıştır. Gerçekleştirilen değerlendirme sonucunda, her markanın yetenek yönetimine yönelik paylaşımlarının bulunduğu, sunumlarında ‘yetenek’ ve ‘kariyer’ kavramları dikkat çekmektedir. Her bir markanın web sayfasında yetenek yönetimi sürecinin aşamaları (yeteneği bul, tut ve geliştir gibi) yer almaktadır. Yeteneği geliştirmeye yönelik eğitim programları, yeteneğin kurumsallaştırılarak kuruma bağlılık yaratılması unsurlarının her markanın web sayfasında görece farklılıklarla yer aldığını söylemek mümkündür.        

References

  • Akar, F. (2012). Yetenek Yönetı̇mı̇nı̇n Bazı Türk Ünı̇versı̇telerı̇nde Uygulanmasına İlı̇şkin Öğretı̇m Üyelerı̇nin Görüş ve Önerilerı̇. Doktora tezi. Ankara: Ankara Ünı̇versı̇tesı̇, Eğitı̇m bı̇lı̇mlerı̇ Enstı̇tüsü, Eğitim Yönetı̇mı̇ ve Polı̇tı̇kası Anabı̇lim Dalı, Eğitim Yönetı̇mı̇ Teftı̇şi Doktora Programı.
  • Aksakal, E., & Dağdevı̇ren, M. (2015). Yetenek Yönetı̇mı̇ Temellı̇ Personel Atama Modelı̇ ve çözüm önerı̇sı̇. Gazi Üniv. Müh. Mim. Fak. Der, 30(2): p.249-262.
  • Altuntuğ, N. (2009). Rekabet Üstünlüğünün Sürdürülmesı̇nde Yeteneklerı̇n Rolü: Yetenek Yönetı̇m Yaklaşımı. Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi,14(3): p.445-460.
  • Ariss, A.A., Cascio, W.F., & Paauwe, J. (2014). Talent management: Current theories and future research directions. Journal of World Business, 49(2): p.173-179.
  • Ashton, C., & Morton, L. (2005). Managing talent for competitive advantage. Strategic HR Review, 4(5), p.28-31.
  • Boudreau, J.W. (2013). Appreciating and ‘retooling’ diversity in talent management conceptual models: A commentary on “The psychology of talent management: A review and research agenda. Human Resource Management Review, 23(4): p.286-289.
  • Cappelli, P. (2008). Talent on demand: Managing talent in an age of uncertainty. Boston, MA: Harvard Business School Press.
  • Cerdin, J-L., & Brewster, C. (2014). Talent management and expatriation: Bridging two streams of research and practice. Journal of World Business, 49(2): p.245-252.
  • Collings, D.G., & Mellahi, K. (2009). Strategic talent management: A review and research agenda. Human Resource Management Review, 19(4), p.304-313.
  • Collings, D.G., Scullion, H., & Morley, M.J. (2007). Changing patterns of global staffing in the multinational enterprise: Challenges to the conventional expatriate assign-ment and emerging alternatives. Journal of World Business, 42(2): p.198-213.
  • Çelik, M., & Zaim, A. (2011) Yetenek Yönetimi Yaklaşımı. İstanbul Ticaret Üniversitesi Fen Bilimleri Dergisi, 10(20): p.33-38.
  • Doğan, S., & Demiral, Ö. (2008). İnsan Kaynakları Yönetiminde Çalışanların Kendilerine Doğru Yolculuk Yöntemi: Yetenek Yönetimi. Ç.Ü. Sosyal Bilimler Enstitüsü Dergisi, 17(3): p.145-166.
  • Dries, N. (2013). The psychology of talent management: A review and research agenda. Human Resource Management Review, 23(4): 272-285.
  • Duttagupta, R. (2005). Identifying and managing your assets: Talent management. London, UK: PricewaterhouseCoopers.
  • Ingrama, T., & Glod, W. (2016). Talent management in healthcare organizations - qualitative research results. Procedia Economics and Finance, 39: p.339-346.
  • Jerusalim, R.S., & Hausdorf, P.A. (2007). Managers’ justice perceptions of high potential identification practices. The Journal of Management Development, 26(10), p.933-950.
  • Karatop, B., Kubat, C., & Uygun, O. (2015). Talent management in manufacturing system using fuzzy logic approach. Computers & Industrial Engineering, 86: p.127-136.
  • Khilji, S.E., Tarique, I., & Schuler, R.S. (2015). Incorporating the macro view in global talent management. Human Resource Management Review, 25(3): p.236-248.
  • Kwahk, K-Y., & Park, D-H. (2018). Leveraging your knowledge to my performance: The impact of transactive memory capability on job performance in a social media environment. Computers in Human Behavior, 80: p.314-330.
  • Mellahi, K., & Collings, D.G. (2010). The barriers to effective global talent management: example of corporate e´lites in MNEs. Journal of World Business, 45(2): p.143-149.
  • Meyers, M.C., & van Woerkom, M. (2014). The influence of underlying philosophies on talent management: Theory, implications for practice, and research agenda. Journal of World Business, 49(2): p.192-203.
  • Meyers, M.C., van Woerkom, M., & Dries, N. (2013). Talent — Innate or acquired? Theoretical considerations and their implications for talent management. Human Resource Management Review, 23(4): p.305-321.
  • N’Cho, J. (2017). Contribution of Talent Analytics in Chance Management within Project Management Organizations The Case of the French Aerospace Sector. Procedia Computer Science, 121: p.625-629.
  • Öksüz, B. (2011). İşe Alım Sürecinde Kurumsal Web Sitelerinin Kullanımı ve Konu Üzerine Bir Araştırma. ZKÜ Sosyal Bilimler Dergisi, 7(14): 267-284.
  • Pascal, C. (2004). Foreword. In A. Schweyer (Ed.), Talent management systems: Best practices in technology solutions for recruitment, retention and workforce planning. San Francisco, CA: John Wiley & Sons.
  • Russell, C., & Bennett, N. (2015). Big data and talent management: Using hard data to make the soft stuff easy. Business Horizons, 58(3), 237-242.
  • Sabuncu, K.U., & Karacay, G. (2016). Exploring Professional Competencies for Talent Management in Hospitality and Food Sector in Turkey. Social and Behavioral Sciences, 235: p.443-452.
  • Schuler, R.S., Jackson, S.E., & Tarique, I. (2011). Global talent management and global talent challenges: Strategic opportunities for IHRM. Journal of World Business, 46(4): p.506-516.
  • Scullion, H., Collings, D.G., & Caligiuri, P. (2010). Global talent management. Journal of World Business, 45(2): p.105-108.
  • Silzer, R., & Dowell, B.E. (2010). Strategic talent management matters. In R. Silzer, & B. E. Dowell (Eds.), Strategy-driven talent management: A leadership imperative (pp. 3–72). San Francisco, CA: Jossey-Bass.
  • Sloan, E.B., Hazucha, J.F., & Van Katwyk, P.T. (2003). Strategic management of global leadership talent. In W. H. Mobley, & P. W. Dorfman (Eds.), Advances in global leadership, Vol. 3. (pp. 235–274) New York, NY: JAI.
  • Tarique, I., & Schuler, R. (2013). The global context and impact of emerging markets on Talent Management Strategies – pressure points and impact. In P. R. Sparrow, H. Scullion, & I. Tarique (Eds.), Strategic talent management: Contemporary issues in international context. UK: Cambridge.
  • Warren, C. (2006). Curtain call: Talent management. People management, p.24-29.
  • Vaiman, V., Haslberger, A., & Vance, C.M. (2015). Recognizing the important role of self-initiated expatriates in effective global talent management. Human Resource Management Review, 25(3): p.280-286.
  • Yıldırım, A., & Şimşek, H. (2013). Sosyal Bilimlerde Nitel Araştırma Yöntemleri. Ankara: Seçkin Yayıncılık.
  • Internet sources https://careers.richemont.com/content/careers/com/international/en.html, Access date: 02.09.2019 https://www.esteelauder.com, Access date: 02.09.2019 https://www.esteelauder.com/customer_service/careers/index.tmpl, Access date: 02.09.2019 https://www.lvmh.com, Access date: 02.09.2019 https://www.lvmh.com/talents/work-with-us/job-offers/, Access date: 02.09.2019 https://www.richemont.com/#, Access date: 02.09.2019
There are 36 citations in total.

Details

Primary Language English
Subjects Communication and Media Studies
Journal Section Articles
Authors

Sevilay Ulaş 0000-0002-0137-1263

Publication Date December 31, 2019
Submission Date September 9, 2019
Published in Issue Year 2019 Issue: 32

Cite

APA Ulaş, S. (2019). The Representation of Luxury Brand’s Talent Management on Corporate Web Pages as a Communication Vehicle: Comparative Assessment of Luxuries. Akdeniz Üniversitesi İletişim Fakültesi Dergisi(32), 642-668. https://doi.org/10.31123/akil.617057