KURUMSAL ÇEKİCİLİK KAVRAMI VE KURUMSAL ÇEKİCİLİK UNSURLARININ ALGILANAN ÖNEMİNİ TESPİT ETMEYE YÖNELİK BİR ARAŞTIRMA

Yıl 2014, Sayı: 46, 1 - 21, 15.06.2014

HATUN Boztepe

Öz

Kurumların çeşitli hedef kitleleri ile olan ilişkilerinin ve iletişim süreçlerinin stratejik olarak yönetilmesine odaklanan halkla ilişkiler disiplininin, günümüzde kurumlara sağlayabileceği en önemli katkılardan birisi potansiyel çalışanlardan oluşan hedef kitlelerde kuruma yönelik olumlu bir izlenim oluşturulmasıdır. Böylelikle kurumun iyi bir işveren olarak değerlendirilmesi ve çalışmak için iyi bir kurum olarak görülmesi sağlanabilecek ve nitelikli çalışanlar kuruma çekilebilecektir. Kurumsal çekicilik, yoğun rekabet koşullarında kurumların rakiplerinden farklılaşmasını sağlayacak önemli bir değerdir. Kurumların, amaçlarına ulaşmasına katkı sağlayacak nitelikli çalışanları bünyesine katabilmesi ise potansiyel çalışanlardan oluşan hedef kitleleri nezdinde kurumsal çekicilik algısına sahip olmasıyla bağlantılıdır. Kurumsal çekicilik kavramına yönelik bilgilerin yer aldığı çalışmada, hedef kitlelerin kurumsal çekicilik unsurları olan duygusal çekicilik, ürün / hizmet kalitesi yönünden çekicilik, liderlik çekiciliği, yönetimsel açıdan çekicilik, finansal performans yönünden çekicilik ve sosyal performans yönünden çekicilik unsurlarına verdikleri önemin tespit edilmesi amaçlanmıştır. Çalışma kapsamında İstanbul’da 415 kişinin katılımıyla bir araştırma gerçekleştirilmiş ve kurumsal çekicilik unsurlarının her birinin kurumsal çekiciliğin ortaya çıkmasında etkili ve belirleyici olduğuna yönelik bulgulara ulaşılmıştır. Ayrıca, araştırma sonucunda kurumsal çekicilik unsurlarının hedef kitle tarafından algılanan öneminin birbirine oldukça yakın olduğu da tespit edilmiştir.

Anahtar Kelimeler

Kurumsal Çekicilik, Kurumsal Çekicilik Unsurları, Potansiyel Çalışanlar

CONCEPT OF CORPORATE ATTRACTIVENESS AND A RESEARCH FOR DETERMINING THE PERCEIVED SIGNIFICANCE OF COMPONENTS OF CORPORATE ATTRACTIVENESS

Öz

One of the significant contributions of the public relations discipline to corporations, which is focused on managing relationships and communication processes between corporations and various publics, is to create positive impression on publics that are potential employees toward corporations. Hereby, corporations will be able to be seen as good employers and good places to work and qualified employees will be attracted by these corporations. Corporate attractiveness is a value which differentiates a corporation when it is compared with its rivals. Incorporating qualified employees is related to corporate attractiveness perception of potential employees. Within the scope of this study, information about concept of corporate attractiveness is shared and determining the perceived significance of components of corporate attractiveness is aimed. Components of corporate attractiveness in this study are emotional appeal, products / services’ quality appeal, leadership appeal, management appeal, financial performance appeal and social performance appeal. Also, within the scope of this study, a research has been carried out in Istanbul. A questionnaire form has been designed and 415 participants have attended to the research. Findings have demonstrated that, each of the components is effective and determinant for coming up corporate attractiveness. Moreover, findings point out that the perceived significance of components of corporate attractiveness by target audiences is nearly the same. 

Anahtar Kelimeler

Corporate Attractiveness, Components of Corporate Attractiveness, Potential Employee

Kaynakça

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