İŞVEREN MARKASI BEKLENTİSİ KAPSAMINDA Z KUŞAĞINI ANLAMAK

Yıl 2022, Cilt: 5 Sayı: 3, 445 - 464, 31.12.2022

Emre Yaşar , Erge Tür , İsmail Öztürk

Öz

Bu çalışmanın temel amacı, z kuşağı işgörenlerinin kavramsal olarak işveren markası ifadesinden ne anladıklarını ve otel işletmelerinde uygulanan işveren markası faaliyetlerinden beklentilerini tespit etmektir. Çalışmada nitel araştırma yöntemlerinden yarı yapılandırılmış görüşme tercih edilmiştir. Görüşme formu, turizm sektöründe staj veya sezonluk olarak çalışan z kuşağında yer alan işgörenlere uygulanmıştır. Z kuşağında yer alan işgörenler ile görüşmeler yüz yüze ve çevrimiçi ortamlarda gerçekleştirilmiştir. Yapılan görüşmelerde işgörenlere 7 soru yöneltilmiştir. Görüşmeler sonucunda, elde edilen ifadelere içerik analizi uygulanmıştır. İçerik analizi sonucunda işveren markası algısı, ekonomik beklenti, kariyer beklentisi, kurumsal itibar beklentisi, çalışma koşulları beklentisi, sosyal beklenti ve değer beklentisi olmak üzere yedi tema belirlenmiştir. 7 tema altında ise işgörenlerin işveren markası kapsamında dikkat ettikleri konular kodlar olarak belirlenmiştir.

Anahtar Kelimeler

İşveren Markası, Z Kuşağı, İşgörenler, Turizm, Beklenti

UNDERSTANDİNG GENERATİON Z İN THE SCOPE OF EMPLOYER BRAND EXPECTATİON

Öz

The main purpose of this study is to determine what the Z generation employees conceptually understand from the term employer brand and their expectations from employer brand activities implemented in accommodation businesses. In the study, semi-structured interview, which is one of the qualitative research methods, was preferred. The interview form was applied to the employees in the z generation who work in the accommodation sector as an internship or seasonally. The interviews with the employees in the Z generation were carried out face-to-face and online. During the interviews, 7 questions were asked to the employees. As a result of the interviews, content analysis was applied to the expressions obtained. As a result of the content analysis, seven themes were determined as employer brand perception, economic expectation, career expectation, corporate reputation expectation, working conditions expectation, social expectation and value expectation. Under 7 themes, the issues that employees pay attention to within the scope of employer brand are determined as codes. As a result of the study, suggestions for employer branding practices were presented.

Anahtar Kelimeler

Employer Brand, Z Generation, Employees, Tourism, Expectation

Kaynakça

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