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İŞVEREN MARKASI BEKLENTİSİ KAPSAMINDA Z KUŞAĞINI ANLAMAK

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

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.

Keywords:

Employer Brand, Z Generation, Employees, Tourism, Expectation,

Tam Metin

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Bibtex	@araştırma makalesi { saktad1132479, journal = {Safran Kültür ve Turizm Araştırmaları Dergisi}, eissn = {2630-6360}, address = {Karabük Üniversitesi Safranbolu Turizm Fakültesi Yeni Mahalle Mah. Prof. Dr. Metin Sözen Cad. 78600 Safranbolu / KARABÜK}, publisher = {Karabük Üniversitesi}, year = {2022}, volume = {5}, number = {3}, pages = {445 - 464}, title = {İŞVEREN MARKASI BEKLENTİSİ KAPSAMINDA Z KUŞAĞINI ANLAMAK}, key = {cite}, author = {Yaşar, Emre and Tür, Erge and Öztürk, İsmail} }
APA	Yaşar, E. , Tür, E. & Öztürk, İ. (2022). İŞVEREN MARKASI BEKLENTİSİ KAPSAMINDA Z KUŞAĞINI ANLAMAK . Safran Kültür ve Turizm Araştırmaları Dergisi , 5 (3) , 445-464 .
MLA	Yaşar, E. , Tür, E. , Öztürk, İ. "İŞVEREN MARKASI BEKLENTİSİ KAPSAMINDA Z KUŞAĞINI ANLAMAK" . Safran Kültür ve Turizm Araştırmaları Dergisi 5 (2022 ): 445-464 <
Chicago	Yaşar, E. , Tür, E. , Öztürk, İ. "İŞVEREN MARKASI BEKLENTİSİ KAPSAMINDA Z KUŞAĞINI ANLAMAK". Safran Kültür ve Turizm Araştırmaları Dergisi 5 (2022 ): 445-464
RIS	TY - JOUR T1 - İŞVEREN MARKASI BEKLENTİSİ KAPSAMINDA Z KUŞAĞINI ANLAMAK AU - EmreYaşar, ErgeTür, İsmailÖztürk Y1 - 2022 PY - 2022 N1 - DO - T2 - Safran Kültür ve Turizm Araştırmaları Dergisi JF - Journal JO - JOR SP - 445 EP - 464 VL - 5 IS - 3 SN - -2630-6360 M3 - UR - Y2 - 2022 ER -
EndNote	%0 Safran Kültür ve Turizm Araştırmaları Dergisi İŞVEREN MARKASI BEKLENTİSİ KAPSAMINDA Z KUŞAĞINI ANLAMAK %A Emre Yaşar , Erge Tür , İsmail Öztürk %T İŞVEREN MARKASI BEKLENTİSİ KAPSAMINDA Z KUŞAĞINI ANLAMAK %D 2022 %J Safran Kültür ve Turizm Araştırmaları Dergisi %P -2630-6360 %V 5 %N 3 %R %U
ISNAD	Yaşar, Emre , Tür, Erge , Öztürk, İsmail . "İŞVEREN MARKASI BEKLENTİSİ KAPSAMINDA Z KUŞAĞINI ANLAMAK". Safran Kültür ve Turizm Araştırmaları Dergisi 5 / 3 (Aralık 2022): 445-464 .
AMA	Yaşar E. , Tür E. , Öztürk İ. İŞVEREN MARKASI BEKLENTİSİ KAPSAMINDA Z KUŞAĞINI ANLAMAK. saktad. 2022; 5(3): 445-464.
Vancouver	Yaşar E. , Tür E. , Öztürk İ. İŞVEREN MARKASI BEKLENTİSİ KAPSAMINDA Z KUŞAĞINI ANLAMAK. Safran Kültür ve Turizm Araştırmaları Dergisi. 2022; 5(3): 445-464.
IEEE	E. Yaşar , E. Tür ve İ. Öztürk , "İŞVEREN MARKASI BEKLENTİSİ KAPSAMINDA Z KUŞAĞINI ANLAMAK", , c. 5, sayı. 3, ss. 445-464, Ara. 2022