ÖRGÜTSEL PERFORMANS VE İŞVEREN MARKASI ARASINDAKİ İLİŞKİYİ BEYİN GÖRÜNTÜLEME YÖNTEMİYLE ÖLÇÜMLEMEYE DAİR KEŞFEDİCİ BİR ÇALIŞMA

Disiplinler arası yaklaşımlar yönetim bilimlerinde sıklıkla gündeme gelmeye başlamıştır. Profesyonel eksende örgütlerin daha verimli hale gelmesi, çalışanların performanslarının artması için disiplinler arası yöntemleri kullanarak onları daha iyi anlamanın önemi anlaşılmaya başlanmıştır. Bu çalışmada nörobilim, yönetim bilimleri ve içsel pazarlama gibi farklı disiplinlerden faydalanılarak çalışanların algısını ölçmek mümkün olmuştur. İçsel pazarlama, buna bağlı olarak İşveren markası ve kurumsal marka kişiliği kavramlarının birlikte kullanıldığı çalışmalara literatürde rastlamak mümkündür. Çalışanların işveren marka algısını, marka kişiliği değişkenleri nezdinde beyin görüntüleme yöntemleriyle ölçümlendiği bir çalışma ise literatürde bulunmamaktadır. Bu çalışmanın temel amacı, beyin görüntüleme yöntemlerinden faydalanarak çalışanların işveren markasına dair algılarını bilişsel olarak ifade edemediği durumlarda dahi ölçümleyebilmektir. Böylelikle işveren markası algısının duygusal boyutlarına da ulaşarak örgütsel performansı artırmak amaçlanmıştır.Beyin görüntüleme yöntemleriyle çalışanların duygusal reaksiyonlarının anlaşılmasının, işveren markası kavramına yeni bir boyut katacağı düşünülmektedir. Bunun en temel sebebi insanların duygusal reaksiyonlarını artiküle etmede zorluk yaşamalarıdır. İfade edilemeyen duygulara beyin görüntüleme yöntemlerinden fNIRS (functional near infrared spectoscopy) ile ulaşılmıştır. fNIRS ölçümlerinde kullanılacak marka kişiliği değişkenleri ön araştırmayla belirlenmiştir. Sonrasında, işveren markasının logosuyla, her bir marka kişiliği değişkeninin ne kadar özdeşleştiği beyin görüntülemesi yöntemiyle nöral aktiviteyi dikkate alarak tespit edilmiştir. Böylelikle beyan olmaksızın işveren markası algısı, marka kişiliği değişkenleri nezdinde araştırılmıştır.

AN EXPLORATORY STUDY ONMEASURING THE RELATIONSHIP BETWEEN ORGANIZATIONAL PERFORMANCE AND EMPLOYER BRANDING THROUGH A BRAIN IMAGING METHOD

nterdisciplinary approaches’ve started to come up frequently in management sciences. On the professional axis,the importance of understanding them better by using interdisciplinary methods in order to make organizationsmore efficient and increase the performance of employees has started to be understood. It is possible to find studiesin which the concepts of employer brand and corporate brand personality are used together in the literature. Butthere is no study in the literature in which employees' employer brand perception is measured by brain imagingmethods in terms of brand personality variables. It’s thought that understanding the emotional reactions ofemployees with brain imaging methods will add a new dimension to the concept of employer branding. The mainreason for this is that people have difficulties articulating their emotional reactions. Unexpressed emotions wereidentified with fNIRS (functional near infrared spectroscopy), one of the neuroimaging methods. In the fNIRSmeasurements, it was determined what brand personality adjectives will be used as variables by the preliminaryliterature review. Afterwards, it was determined how much each variable associated with the employer’s logo.Thus, employer brand perception was investigated in terms of brand personality adjectives in order to increaseorganizational performance without any cognitive articulations.

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