COMPENSATION AND REWARDS IN MULTINATIONAL ENTERPRISES FOLLOWING EMPLOYER BRANDING STRATEGY: FORTUNE100 CASE

Öz

Multinational enterprises follow the employer branding strategy in order to be preferred by the most qualified candidates in the labor market. As part of this strategy, compensation and rewards are used as an effective tool both to attract candidates and to retain employees. The researches conducted every year to determine the most preferred employers in the world for understanding of employer branding. The purpose of this research is to examine compensation and rewards of multinational enterprises included in the 2020 “Fortune100 Best Workplaces”. For this purpose, explanations about wage and benefits packages on corporate websites of multinational enterprises were analyzed by document analysis method. Six themes emerged as a result of the content analysis. The findings of the study revealed that health insurance, paid leave, career development opportunities, financial benefits and parental leaves are the most offered benefits in multinational businesses.

Anahtar Kelimeler

• Employer branding
• compensation
• wages
• rewards
• multinational enterprises
• Fortune100.

İŞVEREN MARKASI STRATEJİSİ İZLEYEN ÇOKULUSLU İŞLETMELERDE ÜCRET VE ÖDÜLLER: FORTUNE100 ÖRNEĞİ

Öz

Çokuluslu işletmeler, işgücü piyasasındaki en nitelikli adaylar tarafından tercih edilebilmek için işveren markası stratejisini izlemektedirler. Bu stratejinin bir parçası olarak ücret ve yan haklar paketleri, hem adaylara cazip gelebilmek hem de çalışanları elde tutmak için etkili bir araç olarak kullanılmaktadır. Her yıl dünyanın en çok tercih edilen işverenlerini belirlemek üzere yapılan araştırmalar işveren markası anlayışına yön vermektedir. Bu araştırmanın amacı 2020 yılı “Fortune100 En İyi İşyerleri Raporu”nda yer alan 100 çokuluslu işletmenin ücret ve yan haklar paketlerinin incelenmesidir. Bu amaçla, çokuluslu işletmelerin kurumsal internet sitelerinde ücret ve yan haklar paketleri ile ilgili açıklamalar, belge incelemesi yöntemi ile analiz edilmiştir. İçerik analizi sonucunda altı tema oluşturulmuştur. Araştırmanın bulguları, çokuluslu işletmelerde en fazla sunulan faydaların sağlık sigortası, ücretli izin, kariyer gelişimi olanakları, finansal faydalar ve ebeveynlik izinleri olduğunu ortaya koymuştur. Bu çalışmanın sonuçları, Türkiye’deki işletmelerin birer işveren markası olma sürecinde çalışanlara sunacağı ödül paketlerinin oluşturulmasında bilgi sağlayıcı olabilir.

Anahtar Kelimeler

• İşveren markası
• ücret
• ödül
• çokuluslu işletmeler
• Fortune100.

Kaynakça

1. Allen, D. G., Mahto, R. V. ve Otondo, R. F. (2007). “Web-based Recruitment: Effects of Information, Organizational Brand, and Attitudes Toward a Web Site on Applicant Attraction”. Journal of Applied Psychology, 92(6): 1696.
2. Altun, T. (2017). “Türkiye’de Bireysel Emeklilik Sistemine Sağlanan Kamusal Teşvikler Hanehalkı Tasarruflarını Artırabilir mi? Teorik Yaklaşımlar Temelinde İnceleme”. Maliye Dergisi, 173: 301-330.
3. Ambler, T. ve Barrow, S. (1996). “The Employer Brand”. Journal of brand management, 4(3): 185-206.
4. Armstrong, M. (2007). Employee Reward Management and Practice. London: Kogan Page Limited.
5. Backhaus, K. ve Tikoo, S. (2004). “Conceptualizing and Researching Employer Branding”. Career Development International. 9(5): 501-517.
6. Barber, A. E., Dunham, R. B. ve Formisano, R. A. (1992). “The Impact Of Flexible Benefits on Employee Satisfaction: A Field Study”. Personnel Psychology, 45(1): 55-74.
7. Barrow, S. ve Mosley, R. (2011). The Employer Brand: Bringing The Best of Brand Management to People At Work. John Wiley & Sons.
8. Bauer, M. W. ve Gaskell, G. (2000). Qualitative Researching with Text, İmage and Sound: A Practical Handbook For Social Research. Sage.

9. Berthon, P., Ewing, M. ve Hah, L. L. (2005). “Captivating Company: Dimensions of Attractiveness in Employer Branding”. International journal of advertising, 24(2): 151-172.
10. Bhatnagar, J. (2014). “Mediator Analysis in the Management of Innovation in Indian Knowledge Workers: The Role of Perceived Supervisor Support, Psychological Contract, Reward and Recognition and Turnover Intention”. The International Journal of Human Resource Management, 25(10): 1395-1416.
11. Biloslavo, R. ve Trnavčevič, A. (2009), "Web Sites As Tools of Communication of a “Green” Company", Management Decision, 47(7): 1158-1173.
12. Bowen, G. A. (2009). “Document Analysis as a Qualitative Research Method”. Qualitative Research Journal, 9(2): 27-40.
13. Cable, D. M. ve Turban, D. B. (2001). Establishing the Dimensions, Sources and Value of Job Seekers' Employer Knowledge During Recruitment. İçinde Research in Personnel and Human Resources Management. Emerald Group Publishing Limited.
14. Callison, C. (2003). “Media Relations and The Internet: How Fortune 500 Company Web Sites Assist Journalists in News Gathering”. Public Relations Review, 29(1): 29–41. Cappelli, P. (2001). “Making The Most of On-Line Recruiting”. Harvard Business Review, 79(3): 139-148.
15. Carpentier, M., Van Hoye, G., Stockman, S., Schollaert, E., Van Theemsche, B. ve Jacobs, G. (2017). “Recruiting Nurses Through Social Media: Effects on Employer Brand and Attractiveness”. Journal of Advanced Nursing, 73(11): 2696-2708.
16. Chhabra, N. L. ve Sharma, S. (2014). “Employer Branding: Strategy For Improving Employer Attractiveness”. International Journal of Organizational Analysis. 22(1): 48-60.
17. Cober, R. T., Brown, D. J., Keeping, L. M. ve Levy, P. E. (2004). “Recruitment on The Net: How Do Organizational Web Site Characteristics Influence”. Journal of Management, 30(5): 623-646.
18. Cober, R. T., Brown, D. J., Levy, P. E., Cober, A. B. ve Keeping, L. M. (2003). “Organizational Web Sites: Web Site Content and Style as Determinants of Organizational Attraction”. International Journal of Selection and Assessment, 11(2‐3): 158-169.
19. Çiftçi, B. (2010). “İşte Var Ol(ama)ma Sorunu ve İşletmelerin Uygulayabileceği Çözüm Önerileri”. Çalışma ve Toplum Dergisi, 1(1): 153-174.
20. Davies, G. (2008). “Employer Branding and its Influence on Managers”. European Journal of Marketing.42(5/6): 667-681.
21. Deepa, R. ve Baral, R. (2017). “Importance-Fulfilment Analysis in Employer Branding”. ICRBS-2017.
22. Demir, R., Doğan, A. ve Demirbaş, T. (2014). “ISO 500 Listesindeki İşletmelerin Internet Sitelerinin İnsan Kaynakları Yönetimi Uygulamaları Açısından İçerik Analizi Yöntemiyle Değerlendirilmesi”. İsletme İktisadi Enstitüsü Yönetim Dergisi, (76): 185-203.
23. Dessler, G. (2020), Human Resource Management, Pearson.
24. Dineen, B. R., Ling, J., Ash, S. R. ve DelVecchio, D. (2007). “Aesthetic Properties and Message Customization: Navigating The Dark Side of Web Recruitment”. Journal of Applied Psychology, 92(2): 356.
25. Doğru, G. ve Yeygel Çakır, S. (2015). “İşveren Markası Yönetim Sürecinde Strateji ve Uygulamaların İncelenmesi: Türkiye'deki Şirketlerin İnsan Kaynakları Yöneticilerine Yönelik Bir Araştırma”. Journal of International Social Research, 8(40): 674-689.
26. Easterby-Smith, M., Thorpe, R. ve Lowe, A. (2002): Management Research – An Introduction, Londra: Sage Publications.
27. Edwards, M. R. (2010). “An İntegrative Review of Employer Branding and OB Theory”. Personnel Review. 39(1): 5-23.
28. Esrock, S. L. ve Leichty, G. B. (1998). “Social Responsibility and Corporate Web Pages: Self-Presentation or Agenda-Setting?”. Public Relations Review, 24(3): 305-319.
29. Frey, B. S. ve Gallus, J. (2017). “Towards an Economics of Awards”. Journal of Economic Surveys, 31(1): 190-200.
30. Gaddam, S. (2008). “Modeling Employer Branding Communication: The Softer Aspect of HR Marketing Management”. ICFAI Journal of Soft Skills, 2(1): 45-55.
31. Gardner, T. M., Erhardt, N. L. ve Martin-Rios, C. (2011). Rebranding Employment Branding: Establishing a New Research Agenda to Explore the Attributes, Antecedents, and Consequences of Workers' Employment Brand Knowledge. İçinde Research in Personnel and Human Resources Management. Emerald Group Publishing Limited.
32. Gilani, H. ve Cunningham, L. (2017). “Employer Branding and its Influence on Employee Retention: A Literature Review”. The Marketing Review, 17(2): 239-256.
33. Gilani, H. ve Jamshed, S. (2016). “An Exploratory Study on The Impact of Recruitment Process Outsourcing on Employer Branding of an Organisation”. Strategic Outsourcing: An International Journal, 9(3): 303-323.
34. GreatPlacesToWork, (2021, Nisan), Fortune 100 Best Companies to Work For® 2021, 15.05.2021 tarihinde https://www.greatplacetowork.com/best-workplaces/100-best/2021 adresinden alınmıştır.
35. Guerrier, Y. ve Wilson, C. (2011). “Representing Diversity on UK Company Web Sites”. Equality, Diversity and Inclusion: An International Journal. 30(3): 183-195. Huczynski, A. A., Buchanan, D. A. ve Huczynski, A. A. (2013). Organizational Behaviour. Harlow: Pearson.
36. IRS, (2021, Nisan), Internal Revenue Service 15.04.2021 tarihinde https://www.irs.gov/ adresinden alınmıştır.
37. Knox, S. ve Freeman, C. (2006). “Measuring and Managing Employer Brand Image in the Service Industry”. Journal of Marketing Management, 22: 695-716.
38. Kucherov, D. ve Zavyalova, E. (2012). “HRD Practices and Talent Management In The Companies with The Employer Brand”. European Journal of Training and Development, 36(1): 86-104.
39. Lardner, S. (2015). “Effective Reward Ensures Effective Engagement”. Strategic HR Review. 14(4): 131-134.
40. Lievens, F. ve Highhouse, S. (2003). “The Relation of Instrumental and Symbolic Attributes to a Company's Attractiveness as an Employer”. Personnel Psychology, 56(1): 75-102.
41. Maxwell, R. ve Knox, S. (2009). “Motivating Employees to" Live The Brand": A Comparative Case Study of Employer Brand Attractiveness within the Firm”. Journal of Marketing Management, 25(9-10): 893-907.
42. Mičík, M. ve Mičudová, K. (2018). “Employer Brand Building: Using Social Media and Career Websites to Attract Generation Y”. Economics & Sociology, 11(3): 171-189. Oranburg, S. C. (2018). “Unbundling Employment: Flexible Benefits for the Gig Economy. Drexel Law Review, 11: 1.
43. Özdemir, M. (2010). “Nitel Veri Analizi: Sosyal Bilimlerde Yöntembilim Sorunsalı Üzerine Bir Çalışma”. Eskişehir Osmangazi Üniversitesi Sosyal Bilimler Dergisi, 11(1): 323-343.
44. Patten, D. M. ve Crampton, W. (2003). Legitimacy and the internet: an examination of corporate web page environmental disclosures. İçinde Advances in Environmental Accounting & Management. Emerald Group publishing limited.
45. Perry, M. ve Bodkin, C. (2000). “Content Analysis of Fortune 100 Company Web Sites”, Corporate Communications: An International Journal, 5(2): 87-97.
46. Pollach, I. (2011). “Online Privacy as a Corporate Social Responsibility: An Empirical Study”. Business Ethics: A European Review, 20(1): 88-102.
47. Ronda, L., Valor, C. ve Abril, C. (2018). “Are They Willing to Work for You? An Employee-Centric View to Employer Brand Aattractiveness”. Journal of Product & Brand Management. 27(5): 573-596.
48. Schlager, T., Bodderas, M., Maas, P. ve Cachelin, J. L. (2011). “The Influence of The Employer Brand on Employee Attitudes Relevant For Service Branding: An Empirical İnvestigation”. Journal of Services Marketing. 25(7): 497-508.
49. Schlechter, A., Thompson, N.C. ve Bussin, M. (2015). “Attractiveness of Non-Financial Rewards for Prospective Knowledge Workers: An experimental investigation”, Employee Relations, 37(3): 274-295.
50. Sokro, E. (2012). “Impact of Employer Branding on Employee Attraction and Retention”. European Journal of Business and Management, 4(18): 164-173.
51. Sullivan, J. (2002, Kasım 25). Crafting a lofty employment brand: A costly proposition. ER Daily, 07.05.2021 tarihinde https://drjohnsullivan.com/uncategorized/crafting-a-lofty-employment-brand-a-costly-proposition/ adresinden alınmıştır.
52. Sullivan, S. (1999). “The Changing Nature of Careers: A Review and Research Agenda”, Journal of Management, 25: 457-75.
53. Tanwar, K. ve Prasad, A. (2017). “Employer Brand Scale Development and Validation: A Second-Order Factor Approach”. Personnel Review. 46(2): 389-409.
54. Theurer, C. P., Tumasjan, A., Welpe, I. M. ve Lievens, F. (2018). “Employer Branding: A Brand Equity‐Based Literature Review and Research Agenda”. International Journal of Management Reviews, 20(1): 155-179.
55. Vatansever, Ç. ve Yılmaz, N. (2015). “İnsan Kaynakları Yönetimi’nin Görünen Yüzü: Fortune 500 İşletmeleri Web İçerik Analizi”, İş, Güç Endüstri İlişkileri ve İnsan Kaynakları Dergisi, 17(2): 210-236.
56. Weber, L. (2007). Marketing to the Social Web: How Digital Customer Communities Build Your Business, New York: John Wiley & Sons.
57. Wild, P. J., McMahon, C., Darlington, M., Liu, S. ve Culley, S. (2010). “A Diary Study Of Information Needs and Document Usage in the Engineering Domain”. Design Studies, 31(1): 46-73.
58. Williamson, I. O., Lepak, D. P. ve King, J. (2003). “The Effect of Company Recruitment Web Site Orientation on İndividuals’ Perceptions of Organizational Attractiveness”. Journal of Vocational Behavior, 63(2): 242-263.
59. Zahorski, K. J. (1994). The Sabbatical Mentor: A Practical Guide to Successful Sabbaticals. Bolton: Anker Publishing Company.
60. Zamparini, A., Calegari, P. ve Lurati, F. (2010). “Message Effectiveness in Corporate Career Websites: Analysis of The Top 30 Employers in Switzerland”. Università della Svizzera italiana, 1: 1-36.