Kariyer Web Siteleri Aracılığıyla İşveren Çekiciliği: Türkiye'deki "Great Place to Work" Şirketleri Üzerine Yapay Zeka Temelli Bir Göz Takip Araştırması

Yıl 2025, Cilt: 10 Sayı: 1, 78 - 94, 23.06.2025

Dinçer Atlı

https://doi.org/10.54452/jrb.1478782

Öz

Kariyer web siteleri, şirketlerin yetenekleri cezbetmek ve cazip işverenler haline gelmek için önemli bir araçtır. Bu çalışmada, Türkiye'deki Turkcell Global Bilgi, Assist, Kuveyt Türk ve Teleperformance gibi ‘’Great Place to Work’’ şirketlerinin kariyer web siteleri, yapay zekâ tabanlı göz izleme metodolojisi kullanılarak analiz edilmiş ve bu web sitelerinin ne kadar çekici olduğu ortaya çıkarılmıştır. Bu çalışmada kullanılan yapay zeka tabanlı göz izleme yöntemi, makine öğrenimi ile eğitilmiş yapay zekanın yeteneklerinden yararlanarak ilgili şirketlerin kariyer web sitelerinin ne kadar kullanıcı dostu ve kolay anlaşılır olduğunu %90'ın üzerinde bir doğruluk oranıyla tespit etmektedir. Bu yöntem, işverenlere daha çekici kariyer web siteleri oluşturarak cazip işverenler haline gelmeleri için yararlı bilgiler sağlayacaktır. Araştırma, nörobilimsel yaklaşımlar kullanan kariyer web sitelerinin potansiyel olarak aday ilgisini artırabileceğini göstermektedir. Ayrıca çalışma, web sitesi tasarımı ve etkinliğinin değerlendirilmesi ve iyileştirilmesinde yapay zeka tabanlı göz izleme teknolojisinin potansiyelini vurgulamaktadır. Bu makale, başta işveren markası olmak üzere yapay zeka, insan kaynakları yönetimi ve yetenek yönetimi arasındaki ilişkiye dair gelişmekte olan literatüre katkıda bulunma iddiasındadır.

Anahtar Kelimeler

İşveren Çekiciliği , İşveren Markası , Yapay Zeka Tabanlı Göz Takibi , Öngörücü Göz Takibi , Kariyer Web Siteleri , Göz Takibi , Nöropazarlama , Yetenek Yönetimi

Employer Attractiveness Through Career Websites: An Artificial Intelligence-Based Eye Tracking Research on ‘’Great Place to Work’’ Companies in Turkey

Öz

Career websites are essential for companies to become attractive employers by attracting talent. In this study, career websites of ‘Great Place to Work’ companies in Turkey, such as Assist, Turkcell Global Bilgi, Kuveyt Türk and Teleperformance, are analyzed using artificial intelligence-based eye tracking methodology to determine how attractive these websites are. The AI-based eye-tracking methods used in this study utilize the capabilities of artificial intelligence trained by machine learning to determine how user-friendly and easy-to-understand the career websites of the relevant companies are, with an accuracy of over 90%. This method will provide employers with helpful information to create more attractive career websites to become attractive employers. The research shows that career websites using neuroscientific approaches can potentially increase candidate interest. Furthermore, the study highlights the potential of AI-based eye-tracking technology in evaluating and improving website design and effectiveness. This paper claims to contribute to the emerging literature on the relationship between artificial intelligence, human resource management and talent management, mainly employer branding.

Anahtar Kelimeler

Employer Attractiveness , Employer Brand , Artificial Intelligence Based Eye Trekking , Predictive Eye Trekking , Career Websites , Eye Trekking , Neuromarketing , Talent Management

Etik Beyan

Note: This article was presented only as an oral presentation at Eskisehir University Faculty of Communication19th International Symposium Communication in the Millennium on October 12-14, 2022. It has not been published in the same form elsewhere.

Teşekkür

The author would like to thank Neurons Company.

Kaynakça

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