Türkiye’nin Önde Gelen İşveren Markalarının Linkedin Üzerindeki Stratejik İletişim Pratikleri: Çeşitlilik, Kapsayıcılık ve Çalışan Refahı Bağlamında Karşılaştırmalı Bir Analiz

Öz

In today’s world, the evolving demographic structure, the acceleration of digitalization, and technological advancements have led to the gradual abandonment of traditional recruitment methods. As digital transformation deepens, organizations increasingly feel the need to engage in more strategic and holistic planning on digital communication platforms to secure a competitive advantage. This shift has rendered digital communication strategies critically important, particularly in employer branding and talent acquisition processes. Among professional social networking platforms, LinkedIn stands out as one of the most influential, offering a global professional communication space that brings the workforce together in a single digital environment. While job seekers actively use the platform to build new connections, enhance their professional visibility, and access career opportunities, LinkedIn serves as a strategic tool for organizations seeking to attract potential talent, sustain employee engagement, strengthen employer branding, and build sectoral reputation. Positioned centrally in career development within relational social structures, LinkedIn supports individuals’ professional identity construction, enables network expansion, and shapes the dynamics of the digital labor market. This study examines the role of digital communication strategies in professional networking practices and aims to analytically evaluate LinkedIn’s structure, operational mechanisms, advantages, and potential risks.

Anahtar Kelimeler

• Dijital iletişim stratejileri
• LinkedIn
• İşveren markası
• Profesyonel ağ oluşturma
• Dijital kariyer yönetimi.

Strategic Communication Practices Of Turkey’s Leading Employer Brands On LinkedIn: A Comparative Analysis in The Context of Diversity, Inclusion, and Employee Well-Being

Öz

In today’s world, the evolving demographic structure, the acceleration of digitalization, and technological advancements have led to the gradual abandonment of traditional recruitment methods. As digital transformation deepens, organizations increasingly feel the need to engage in more strategic and holistic planning on digital communication platforms to secure a competitive advantage. This shift has rendered digital communication strategies critically important, particularly in employer branding and talent acquisition processes. Among professional social networking platforms, LinkedIn stands out as one of the most influential, offering a global professional communication space that brings the workforce together in a single digital environment. While job seekers actively use the platform to build new connections, enhance their professional visibility, and access career opportunities, LinkedIn serves as a strategic tool for organizations seeking to attract potential talent, sustain employee engagement, strengthen employer branding, and build sectoral reputation. Positioned centrally in career development within relational social structures, LinkedIn supports individuals’ professional identity construction, enables network expansion, and shapes the dynamics of the digital labor market. This study examines the role of digital communication strategies in professional networking practices and aims to analytically evaluate LinkedIn’s structure, operational mechanisms, advantages, and potential risks.

Anahtar Kelimeler

• Digital communication strategies
• LinkedIn
• Employer branding
• Professional networking
• Digital career management.

Kaynakça

1. Avcıoğlu, G. (2011). Yapısal kimlikten seçimlik kimliğe: Kimliğin medya aracılığıyla yeniden üretimi. Uluslararası İnsan Bilimleri Dergisi, 8(2), 359–370.
2. Balta Peltekoğlu, F. (2016). Halkla ilişkiler nedir? Beta Basım Yayım Dağıtım.
3. Bauman, Z. (2019). Kimlik (M. Hazır, Çev.). Heretik Yayınları.
4. Bhat, A., & Agrawal, S. (2015). Reputation of financial services companies: A factor-analytic investigation. IUP Journal of Corporate Governance, 14(1), 7–39. https://eds.a.ebscohost.com/eds/pdfviewer/pdfviewer?vid=1&sid=64f361a1-286a-488d-800f-59325440dc02%40sessionmgr4006
5. Bourdieu, P. (1986). The forms of capital. In J. G. Richardson (Ed.), Handbook of theory and research for the sociology of education (pp. 241–258). Greenwood Press.
6. Breitbarth, W. (2019). The power formula for LinkedIn success: Completely revised—Kick-start your business, brand, and job search. Greenleaf Book Group.
7. Coleman, J. S. (1990). Foundations of social theory. Harvard University Press.
8. Confetto, M. G., Ključnikov, A., Covucci, C., & Normando, M. (2023). Diversity and inclusion in employer branding: An explorative analysis of European companies’ digital communication. Employee Relations: The International Journal, 45(7), 121–139. https://doi.org/10.1108/ER-11-2022-0522.

9. Cubrich, M., King, R. T., Mracek, D. L., Strong, J. M. G., Hassenkamp, K., Vaughn, D., & Dudley, N. M. (2021). An investigation of criterion-related validity evidence of LinkedIn profile elements in an applied sample. Computers in Human Behavior, 120, 106742. https://doi.org/10.1016/j.chb.2021.106742
10. Darwish, A., & Burns, P. (2019). Tourist destination reputation: An empirical definition. Tourism Recreation Research, 42(2), 153–162. https://doi.org/10.1080/02508281.2018.1558754.
11. Deogracias, A. (2015). It’s complicated: The social lives of networked teens [Book review]. Yale University Press.
12. Gill, C. B., Zampini, M. A., & Mehta, B. N. (2015). Digital identity: Develop one before you're given one. Urology, 85(6), 1219–1223.