SÜRDÜRÜLEBİLİRLİK, İŞVEREN MARKASI OLUŞTURMA VE YETENEK YÖNETİMİ UYGULAMALARI ARASINDAKİ İLİŞKİLER

Bu çalışmada Kasım 2018-Ekim 2019 tarihleri arasında BIST sürdürülebilirlik endeksinde değerlemeye tabi şirketler listesindeki 71 şirket arasından sadece bankacılık sektörü dikkate alınarak listede yer alan 7 banka metin madenciliği analiziyle incelenmiştir. Literatürde yer alan birçok işveren markası boyutları arasından, çalışmamız için seçilen 12 işveren markası boyutunun bankaların sürdürülebilirlik raporlarında nasıl ele alındığı, ortaya çıkan kelime ve kelime grupları üzerinden değerlendirilmiştir. Bankaların raporlarında en sık kullanılan kelime ve kelime grupları iş, çalışan, eğitim, kadın, iş sağlığı, fırsat eşitliği, cinsiyet eşitliği, eğitim programları, iş sağlığı güvenliği ve toplumsal cinsiyet eşitliği olmuştur.

Anahtar Kelimeler:

İnsan Kaynakları Yönetimi, Sürdürülebilirlik, İşveren Markası, Yetenek Yönetimi, Bankacılık Sektörü

RELATIONSHIP AMONG SUSTAINABILITY, EMPLOYER BRANDING AND TALENT MANAGEMENT PRACTICES

In this study, 7 banks were analyzed by text mining analysis among 71 companies listed in the BIST sustainability index issued between November 2018 - October 2019. Among many employer brand dimensions in the literature, handling processes of 12 employer brand dimensions chosen for our study in the sustainability reports of the banks were evaluated over the emerging vocabulary and word groups. The most commonly used words and phrases in the reports of banks were work, employee, education, woman, occupational health, equality of opportunity, gender equality, training programs, occupational health and safety. When the human resources sections of the sustainability reports of the banks are examined, it is seen that all banks have a direct emphasis on equality of opportunity and the expression is mentioned once or several times. All banks have specifically declared equal opportunities in HRM practices by gender. All banks have specifically declared equal opportunities in HRM practices by gender. However, only Garanti BBVA stated that there is no discrimination based on "sexual orientation" in HRM practices. “Occupational health” and “occupational health and safety” word groups that appear in binary and triple word groups are considered as “physical occupational health and safety conditions” in the reports of banks other than İşbank. However, İşbank emphasizes mental occupational health in this regard. Therefore, their support regarding employees to have a healthier life in physical and mental terms is an indication of this. It was seen that the emerging vocabulary and word groups were more related to employer brand dimensions such as education perspectives, career development opportunities, performance evaluation, strong organizational culture, work-life balance, employee empowerment and positive interpersonal relationships. In addition to the word frequency analyzes, it was examined whether there are employer brand and talent management vocabulary groups in the human resources departments of the sustainability reports of the banks. After the review, it was seen that “employer brand” word groups were used in the reports of Halkbank, Garanti BBVA and Yapı Kredi Bank; whereas “talent management” vocabulary groups were used in Akbank, İş Bank and Yapı Kredi reports.“Employer brand” and “talent management” vocabulary groups are used together only in Yapı Kredi Bank report.

Keywords:

Human Resources Management, Sustainability, Employer Brand, Talent Management, Banking Sector,

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