IMPRESSION MANAGEMENT TACTICS OF HOTELS TOWARDS POTENTIAL EMPLOYEES: ANALYSIS OF WEB SITES

Yıl 2017, Cilt: 19 Sayı: 3, 441 - 469, 02.03.2018

Emine Şimşek Evren Meryem Akoğlan Kozak

https://doi.org/10.16953/deusosbil.280525

Cited By: 3

Öz

In this study, it is aimed to determine the
impression management tactics that were used by hotels in Turkey on their web
sites to effect potential employees. In this context, first of all, preliminary
review of 1751 web sites of tourism operation licensed hotels was conducted and
453 hotel web sites that included human resources and carrier pages were chosen
for main examination. Web site examinations showed that, in the context of
categories, hotels reach the potential employees proactively with internal information
and through employer branding. In addition, impression management implications
have been mostly carried out with illustrative techniques; in other words, with
general statements and images, without using details. When it is considered in
terms of tactics; it is seen that hotels use impressions such as “good
location”, “big”, “easily accessible”, “conformity to national-international
standards”, “socially responsible”, “model company”, “offering promotion
opportunities” and “good physical working environment” to impress potential
employees. Additionally, it is found that international chain hotels, five star
hotels and yearlong working hotels use impression management tactics for
potential employees more frequently than the other types of hotels.

Anahtar Kelimeler

Corporate Impression Management, Hotel Companies, Employer Image, Potential Employees, Web Sites

OTEL İŞLETMELERİNİN POTANSİYEL ÇALIŞANLARA YÖNELİK İZLENİM YÖNETİMİ TAKTİKLERİ: WEB SİTELERİNİN ANALİZİ

Öz

Bu çalışmada, Türkiye’deki
otel işletmelerinin web siteleri üzerinden potansiyel çalışanları etkilemek
amacıyla ne tür izlenim yönetimi taktiklerine başvurduklarının belirlenmesi
amaçlanmıştır. Bu kapsamda, öncelikle 1751 turizm işletme belgeli otelin web sitesinin
ön incelemesi yapılmış; insan kaynakları veya kariyer sayfası bulunan 453 otel
web sitesi asıl inceleme için seçilmiştir. Web sitesi incelemeleri; otel
işletmelerinin kategoriler çerçevesinde daha çok proaktif bir şekilde, içsel
bilgilerle ve işveren markalama yoluyla potansiyel çalışanlara ulaştıklarını
göstermiştir. Ayrıca, uygulamaların çoğunlukla aydınlatıcı tekniklerle;
detaylara yer vermeden, genel açıklamalar ve görsellerle gerçekleştirildiği de
görülmüştür. Taktikler itibariyle bakıldığında ise otellerin “lokasyonu iyi”,
“büyük”, “kolay erişilebilir”, “ulusal-uluslararası standartlara uyan”, “sosyal
sorumluluk sahibi”, “örnek işletme”, “terfi olanakları sunan” ve “fiziksel
çalışma ortamı iyi” gibi izlenimleri potansiyel çalışanları etkilemek amacıyla
kullandıkları belirlenmiştir. Ayrıca, uluslararası zincir otellerin, beş
yıldızlı otellerin ve yıl boyu faaliyette bulunan otellerin diğer otel
tiplerine göre potansiyel çalışanlara yönelik taktikleri daha sık kullandıkları
da görülmüştür.

Anahtar Kelimeler

Kurumsal İzlenim Yönetimi, Otel İşletmeleri, İşveren İmajı, Potansiyel Çalışanlar, Web Siteleri, Web Siteleri

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