TERSANE İŞLETMELERİNDE MEVCUT VE POTANSİYEL ÇALIŞANLARIN İŞVEREN MARKA ALGISI

Öz

Emek yoğun bir sektör olan tersane işletmelerinin yönetiminde, yetenekli çalışanların işe alınması ve tutulabilmesi kritik bir konudur. Bunu sağlamanın en önemli aracı da insan kaynakları yönetiminde işveren markası uygulamalarının kullanılmasıdır. İşveren markası uygulamalarının etkin bir şekilde yapılabilmesi için mevcut ve potansiyel çalışanların beklentilerinin öğrenilmesi, buna uygun bir değer önermesi sunulması ve önermedeki vaatlerin yerine getirilmesi gerekmektedir. Yapılan çalışma ile gemi inşa sektöründe mevcut ve potansiyel çalışanların işverenlerinden beklentileri tespit edilmeye çalışılmıştır. Her iki gruptan, toplam 313 kişi ile bir anket çalışması gerçekleştirilmiştir. Araştırma sonuçlarına göre katılımcıların işveren markasını iki boyutta algıladığı ve işyeri uygulamaları boyutuna itibar boyutundan daha fazla önem verdiği görülmüştür. Ayrıca, gemi inşa sektöründe etkili olan işveren marka iletişimi faktörleri yapılan çalışma ile belirlenmiştir.

Anahtar Kelimeler

• İşveren Markası
• Çalışan Değer Önermesi
• Tersane
• Gemi İnşaatı

EMPLOYER BRAND PERCEPTION OF EXISTING AND POTENTIAL EMPLOYEES IN SHIPYARD ENTERPRISES

Öz

Recruiting and retaining talented employees is a critical issue in the shipyards enterprises, which is a labor-intensive industry. The most important tool to achieve this is the use of employer branding practices in human resources management. In order for employer branding practices to be carried out effectively, firstly, the expectations of current and potential employees should be learned, then a suitable value proposition should be presented and the promises made in the proposal should be fulfilled. With this study, it has been tried to determine the expectations of current and potential employees in the shipbuilding sector from their employers. A survey was conducted with a total of 313 people. According to the results of the research, it was seen that the participants perceive the employer brand in two dimensions and attach more importance to the workplace practices than the reputation. In addition, effective employer brand communication factors were determined by the study.

Anahtar Kelimeler

• Employer Brand, Employee Value Proposition, Shipyard, Shipbuilding

Kaynakça

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