Emine ŞİMŞEK EVREN, Meryem AKOĞLAN KOZAK

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

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

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

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.

Keywords:

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

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