THE ROLE AND EFFECTIVENESS OF HUMAN RESOURCES MANAGEMENT IN CREATING AN EMPLOYER BRAND: THE EXAMPLE OF FAST CONSUMING RETAILING

Year 2023, , 221 - 241, 10.07.2023

Anıl Değermen , Maryam Mohammadabbasi

https://doi.org/10.31671/doujournal.1223415

Abstract

Human resource management refers to the deployment and development of an organization's human resources in the most accurate, efficient, and effective way to accomplish the organization's goals. The application of branding concepts in human resource management is known as "employer branding". Yet, there are few empirical studies on HR management in connection with an employer brand. In this context, the aim of this research is to discuss the significance and role of human resources management in terms of brand value. It is also aimed to investigate the utilization of employer branding as a tool in the selection and placement of suitable people for the business in the process of personnel selection in the setting of human resources management. A Relational screening model is used in this study. In accordance with the purpose of the research, the effectiveness of the human resource management practices scale and the employer branding practices scale were used. The research universe consists of personnel working in different departments of Migros store. A total of 472 participants, 104 women, and 368 men working at Migros in the provinces of Istanbul, Izmir, and Ankara participated in the research. SPSS 22.0 was used to analyze the data that was obtained. The findings of this study show that human resources is the unit that plays the biggest role in selecting qualified employees, which is important for branding the business. As a result of the study, it can be said that human resource management practices are effective in shaping the employer brand, which aims to create the perception that the company is a good place to work.

Keywords

Human Resources, Employer Brand, Business, Fast Consuming Retailing

İNSAN KAYNAKLARI YÖNETİMİNİN İŞVEREN MARKASI OLUŞTURMASINDAKİ RÖLÜ VE ETKİNLİĞİ: HIZLI TÜKETİM PERAKENDE ÖRNEĞİ

Abstract

İnsan Kaynakların Yönetimi, bir kuruluşun insan kaynaklarının, kuruluşun hedeflerine ulaşmak için en doğru, verimli ve etkili şekilde sağlanması ve geliştirilmesini ifade eder. İnsan kaynakları yönetiminde marka kavramlarının uygulanması “işveren markası” olarak bilinir. Ancak, bir işveren markasıyla bağlantılı olarak İK yönetimine ilişkin çok az ampirik çalışma bulunmaktadır. Bu bağlamda bu araştırmanın amacı, insan kaynakları yönetiminin marka değeri açısından önemini ve rolünü tartışmaktır. Ayrıca insan kaynakları yönetimi ortamında personel seçimi sürecinde işletmeye uygun kişilerin seçilmesi ve yerleştirilmesinde işveren markasının bir araç olarak kullanımının araştırılması amaçlanmaktadır. Bu araştırmada ilişkisel tarama modeli yer almaktadır. Araştırmanın amacı doğrultusunda insan kaynakları yönetimi uygulamalarının etkililiği ölçeği ve işveren markalaşma uygulamaları ölçeği kullanılmıştır. Araştırma evrenini Migros mağazasının farklı departmanlarında görev yapan personel oluşturmaktadır. Araştırmaya İstanbul, İzmir ve Ankara illerinde Migros bünyesinde çalışmakta olan 104 kadın 368 erkek olmak üzere toplam 472 katılımcı katılmıştır. Bu çalışmanın bulguları, işletmenin markalaşması için önemli olan nitelikli çalışanların seçiminde en büyük rolü oynayan birimin insan kaynağı olduğunu göstermektedir. Çalışma sonucunda, şirketin çalışmak için iyi bir yer olduğu algısını yaratmayı amaçlayan işveren markasının şekillenmesinde insan kaynakları yönetimi uygulamalarının etkili olduğu söylenebilir.

Keywords

İnsan Kaynakları, İşveren Markası, İşletme, Hızlı Tüketim Perakendecilik

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