EMPLOYER BRANDING DESCRIPTIONS OF UNIVERSITY STUDENTS: A BUSINESS TO BUSINESS FIRM EXAMPLE

The purpose of this study was to investigate the expectations and information channels of the Y generation while evaluating their potential employers. This study was conducted with 543 Agriculture Faculty students in a state university to be able to understand their expectations of future employers especially in the scope of a special type of business to business firm. The results revealed that the 543 Turkish agriculture students identified the ideal employer as people- oriented (14%), considerate of staff training and education (12.53%), offering opportunities for career development (12.17%) and providing well-developed working conditions( 9.99%). The results also showed that the sources of information for the students of employer branding image were from personal experience of specific firms, such as face-to-face interaction with a representative of the firm at a university career day or references by a university professor.

Anahtar Kelimeler:

Employer Branding, Y generations, Brand Equity

ÜNİVERSİTE ÖĞRENCİLERİNİN İŞVEREN MARKASI ALGILAMALARINA İLİŞKİN BİR FİRMA ÖRNEĞİ

Bu çalışmanın amacı Y jenerasyonunun potansiyel işverenlerinden beklentilerini ve işverenleri hakkındaki değerlendirmelerini hangi iletişim aracına bağlı olarak yapılandırdıklarını ortaya koymaktır. Bu amaçtan hareket ile Türkiye’de faaliyet gösteren kamu üniversitelerinin Ziraat Fakültelerinde okuyan 543 öğrenci üzerinde ideal işveren beklentileri, spesifik bir firma özelinden hareket ile değerlendirilmiştir. Araştırma bulguları 543 Ziraat Fakültesi öğrencisinin ideal işvereni, insan odaklı (%14), çalışanının eğitim ve gelişmesine önem veren (%12.53) kariyer gelişimi fırsatı sunan(%12.17) ve iyi çalışma koşullarına sahip (%9.99) işveren olarak tanımladıkları bulgusuna ulaşılmıştır. Çalışma bulguları ayrıca öğrencilerin işveren firmaları değerlendirme sürecinde üniversite kariyer günleri gibi yüz yüze iletişim ya da öğretim üyelerinin referansları gibi kişisel tecrübeye dayalı etkileşim süreçlerinden daha fazla etkilendiklerini göstermektedir.

Keywords:

İşveren markası, Y Jenerasyonu, Marka Değeri,

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