{"id":1775,"date":"2014-11-19T16:40:34","date_gmt":"2014-11-19T14:40:34","guid":{"rendered":"http:\/\/www.kariyer.net\/ik-blog\/?p=1775"},"modified":"2016-05-31T15:51:55","modified_gmt":"2016-05-31T12:51:55","slug":"isveren-markasi-nedir-ne-degildir","status":"publish","type":"post","link":"https:\/\/www.kariyer.net\/ik-blog\/isveren-markasi-nedir-ne-degildir\/","title":{"rendered":"\u0130\u015fveren markas\u0131 nedir, ne de\u011fildir?"},"content":{"rendered":"<p><strong>Great Place to Work Dan\u0131\u015fman\u0131 Hatice Dala\u011fan son d\u00f6nemin g\u00f6zde tan\u0131mlamalar\u0131ndan olan \u201c\u0130\u015fveren Markas\u0131\u201d kavram\u0131n\u0131n \u00e7ok kapsaml\u0131 ele al\u0131nmas\u0131 gerekti\u011fine dikkat \u00e7ekiyor. Dala\u011fan \u201c\u00c7al\u0131\u015fanlar\u0131n bir i\u015fyerinde arad\u0131\u011f\u0131 \u00f6zelliklerin ba\u015f\u0131nda sadece maa\u015f de\u011fil bir \u00e7ok farkl\u0131 etken bulunuyor\u201d diyor.<\/strong><\/p>\n<p><a href=\"http:\/\/www.kariyer.net\/ik-blog\/wp-content\/uploads\/2014\/11\/isverenmarkasi290x150.jpg\"><img decoding=\"async\" class=\"alignleft wp-image-1776 size-full\" src=\"http:\/\/www.kariyer.net\/ik-blog\/wp-content\/uploads\/2014\/11\/isverenmarkasi290x150.jpg\" alt=\"\u0130\u015fveren Markas\u0131 \" width=\"290\" height=\"150\" \/><\/a><strong>Great Place to Work Dan\u0131\u015fman\u0131 Hatice Dala\u011fan,<\/strong> uzun s\u00fcredir \u0130nsan Kaynaklar\u0131n\u0131n g\u00fcndeminde olan \u0130\u015fveren Markas\u0131 kavram\u0131n\u0131n tan\u0131mlamalar\u0131 ve T\u00fcrkiye\u2019deki uygulamalar hakk\u0131nda bilgi veriyor. Dala\u011fan, \u00f6ncelikle kavram\u0131 \u201cm\u00fckemmel bir i\u015fyerinin nas\u0131l bir imaj\u0131 oldu\u011funa i\u015fveren markas\u0131 denir\u201d olarak a\u00e7\u0131kl\u0131yor ve ekliyor: \u201c M\u00fckemmel i\u015fyerini \u00e7al\u0131\u015fan bak\u0131\u015f a\u00e7\u0131s\u0131yla tan\u0131mlayacak olursak, \u2018\u00e7al\u0131\u015fanlar\u0131n y\u00f6netime g\u00fcvendi\u011fi, yapt\u0131klar\u0131 i\u015ften gurur duydu\u011fu ve birlikte \u00e7al\u0131\u015ft\u0131klar\u0131 ki\u015filerden keyif ald\u0131klar\u0131 yer\u2019 olarak tan\u0131mlayabiliriz. Dolay\u0131s\u0131yla bu tan\u0131mda yer alan \u00fc\u00e7 ana ili\u015fki, yani \u00e7al\u0131\u015fanlar ve y\u00f6netim, \u00e7al\u0131\u015fanlar ve yapt\u0131klar\u0131 i\u015f, \u00e7al\u0131\u015fanlar ve di\u011fer \u00e7al\u0131\u015fanlar aras\u0131ndaki ili\u015fkiler, iyi hale getirildi\u011finde m\u00fckemmel i\u015fyeri olma yolunda ilerlenmi\u015f olunur\u201d diyor.<\/p>\n<h2><strong>Bir i\u015fyerini neler \u201ccazip i\u015fyeri\u201d yapar? <\/strong><\/h2>\n<p>Dala\u011fan, \u00a0bir i\u015fyerini \u201ccazip i\u015fyeri\u201d yapan unsurlar\u0131n i\u015fveren markas\u0131n\u0131 olu\u015fturan unsurlar oldu\u011funu belirtiyor. Bunlar\u0131n ba\u015fl\u0131calar\u0131 aras\u0131nda; \u00fccret, e\u011fitim, geli\u015fim ve kariyer olanaklar\u0131, i\u015f \u2013 ya\u015fam dengesi, \u015firketin genel anlamda imaj\u0131, de\u011ferleri ve topluma olan katk\u0131s\u0131, takdir edilme ve son olarak da y\u00f6neticiler taraf\u0131ndan g\u00fcvenilerek daha fazla sorumluluk ve inisiyatif alabilmenin yer ald\u0131\u011f\u0131n\u0131 kaydediyor.<\/p>\n<p>Dala\u011fan, \u201cBu kapsamda her ne kadar \u00fccreti ba\u015fta s\u00f6ylemi\u015f olsam da bunun en kolay halledilebilecek ve \u00f6zellikle yeni jenerasyonlar\u0131n i\u015f hayat\u0131nda yer almaya ba\u015flamalar\u0131 ile en az \u00f6nemli konulardan biri oldu\u011funu belirtmeden ge\u00e7mek istemiyorum. \u00c7al\u0131\u015fanlar\u0131n ve potansiyel \u00e7al\u0131\u015fanlar\u0131n daha \u00e7ok \u00fczerinde durduklar\u0131 ve \u00f6nemsedikleri konular asl\u0131nda daha manevi \u015feyler, takdir g\u00f6rmek, \u00f6nemsenmek, sadece \u00e7al\u0131\u015fan olarak de\u011fil insan olarak g\u00f6r\u00fclmek gibi\u201d diyor.<\/p>\n<h2><strong>\u00c7al\u0131\u015fan ba\u011fl\u0131l\u0131\u011f\u0131 m\u00fc\u015fteri ba\u011fl\u0131l\u0131\u011f\u0131n\u0131 getirir<\/strong><\/h2>\n<p>\u0130yi bir i\u015fveren markas\u0131na sahip olabilmek iki y\u00f6nden \u00f6nemli oldu\u011funa dikkat \u00e7eken Dala\u011fan, bunlar\u0131n ilkinin \u00e7al\u0131\u015fan ve potansiyel \u00e7al\u0131\u015fanlar i\u00e7in oldu\u011funu ifade ediyor. \u00c7\u00fcnk\u00fc i\u015fveren markas\u0131n\u0131n d\u0131\u015far\u0131daki yetenekleri \u00e7ekmek, i\u00e7erideki yetenekleri ise b\u00fcnyede tutmak i\u00e7in b\u00fcy\u00fck destek oldu\u011funu aktaran Dala\u011fan, \u201c\u0130kincisi ise \u015firketin ekonomik performans\u0131 ve dolay\u0131s\u0131yla m\u00fc\u015fteri memnuniyetinin art\u0131r\u0131lmas\u0131 a\u00e7\u0131s\u0131ndan da \u00f6nemlidir. Yap\u0131lan ara\u015ft\u0131rmalar g\u00f6steriyor ki \u00e7al\u0131\u015fanlar\u0131na yat\u0131r\u0131m yapan, onlara g\u00fcven dolu, huzurlu, mutlu, kendilerini geli\u015ftirebilecekleri bir \u00e7al\u0131\u015fma ortam\u0131 sa\u011flayan \u015firketlerin ekonomik performanslar\u0131nda di\u011fer \u015firketlere g\u00f6re iki kat\u0131na kadar art\u0131\u015f var (GPTW Inc. ara\u015ft\u0131rmas\u0131 ve Boston Consulting Group ara\u015ft\u0131rmas\u0131). Ayr\u0131ca yine Psychonomics taraf\u0131ndan yap\u0131lan bir \u00e7al\u0131\u015fmada \u00e7al\u0131\u015fan ba\u011fl\u0131l\u0131\u011f\u0131 artt\u0131k\u00e7a m\u00fc\u015fteri mutlulu\u011funun da artt\u0131\u011f\u0131 g\u00f6r\u00fcl\u00fcyor. Bu ara\u015ft\u0131rmada as\u0131l \u00f6l\u00e7\u00fcmlenen nokta g\u00fcvendir, \u00e7al\u0131\u015fanlar\u0131n liderlere ve \u015firkete olan g\u00fcvenleri oran\u0131nda ba\u011fl\u0131l\u0131klar\u0131n\u0131n artt\u0131\u011f\u0131 ve buna paralel olarak m\u00fc\u015fteri memnuniyetinin de artt\u0131\u011f\u0131 ortaya \u00e7\u0131k\u0131yor\u201d diye konu\u015fuyor.<\/p>\n<h2><strong>M\u00fckemmel i\u015fyerlerinin \u00e7al\u0131\u015fan devir oran\u0131 \u00e7ok daha az <\/strong><\/h2>\n<p>Dala\u011fan, Great Place to Work listesine girmi\u015f olan \u015firketlerin \u00e7al\u0131\u015fan devir oran\u0131n\u0131n kendi sekt\u00f6r ortalamalar\u0131na g\u00f6re y\u00fczde 30 daha az oldu\u011funun alt\u0131n\u0131 \u00e7iziyor. \u00d6zellikle turizm, hizmet gibi, \u00e7al\u0131\u015fan devir h\u0131z\u0131n\u0131n daha da y\u00fcksek oldu\u011fu sekt\u00f6rlerde m\u00fckemmel i\u015fyerlerinin sekt\u00f6r ortalamalar\u0131n\u0131n yar\u0131s\u0131n\u0131n da alt\u0131nda oldu\u011funun g\u00f6r\u00fcld\u00fc\u011f\u00fcn\u00fc ve bu durumun o \u015firketlerin hizmet kalitesine de pozitif olarak yans\u0131d\u0131\u011f\u0131n\u0131 belirtiyor. Dala\u011fan ayr\u0131ca, \u201cYap\u0131lm\u0131\u015f ara\u015ft\u0131rmalar\u0131 bir kenara b\u0131rak\u0131p, s\u0131rf iyi i\u015fveren markas\u0131na sahip olan \u015firket \u00e7al\u0131\u015fan\u0131na de\u011fer veren \u015firkettir sav\u0131ndan bile yola \u00e7\u0131karak konu\u015fsak bunu s\u00f6yleyebiliriz\u201d diye vurguluyor.<\/p>\n<h2><strong>\u015eirketlerde \u0130\u015fveren Markas\u0131 uzman\u0131 olmal\u0131 <\/strong><\/h2>\n<p>Konuyla ilgili \u00f6nerilerini de s\u0131ralayan Dala\u011fan, ilk olarak art\u0131k \u015firketlerde \u201c\u0130\u015fveren Markas\u0131 Uzman\u0131\u201d hatta \u201c\u0130\u015fveren Markas\u0131 Y\u00f6neticisi\u201d gibi unvanlar\u0131n bulunmas\u0131 gerekti\u011fini ifade ediyor Dala\u011fan\u00a0 bunlar\u0131n yan\u0131 s\u0131ra, \u201cEtraf\u0131m\u0131za bakt\u0131\u011f\u0131m\u0131zda en s\u0131k g\u00f6rd\u00fc\u011f\u00fcm\u00fcz \u00e7al\u0131\u015fmalar, \u00fcniversitelerle ilgili ya da \u00fcniversitelerle birlikte yap\u0131lan \u00e7al\u0131\u015fmalar; kariyer g\u00fcnlerine kat\u0131l\u0131m, \u00f6zel staj ya da yar\u0131 zamanl\u0131 i\u015f imkanlar\u0131 gibi potansiyel adaylara kendilerini tan\u0131tma \u015fans\u0131 veren aktiviteler. Bunun yan\u0131 s\u0131ra sosyal sorumluluk projeleri de yine \u015firketlerin i\u015fveren markalar\u0131n\u0131 desteklemek i\u00e7in kulland\u0131klar\u0131 bir ba\u015fka y\u00f6ntem. Ayr\u0131ca \u015firketler art\u0131k isimlerinin \u00fcretici, hizmet sa\u011flayan gibi yapt\u0131klar\u0131 i\u015f ile ilgili mecralarda de\u011fil de mevcut \u00e7al\u0131\u015fanlar\u0131n\u0131 gururland\u0131racak, potansiyel \u00e7al\u0131\u015fanlar\u0131n\u0131n da ilgisini \u00e7ekecek mecralarda da yer almaya \u00e7al\u0131\u015f\u0131yor. Bunlardan biri de bildi\u011finiz gibi bizim her y\u0131l d\u00fczenledi\u011fimiz <strong>\u201cT\u00fcrkiye\u2019nin En \u0130yi \u0130\u015fverenleri\u201d<\/strong> yar\u0131\u015fmas\u0131\u201d diyor.<\/p>\n<p>\u00d6te yandan kavram\u0131n uygulanmas\u0131 ile ilgili en \u00e7ok dikkat \u00e7eken konunun bu i\u015fi yeterince iyi yapamayan \u015firketlerde uygulaman\u0131n sadece somut konularla s\u0131n\u0131rl\u0131 kalmas\u0131 oldu\u011funu dile getiren Dala\u011fan, bir \u015firketin sosyal sorumluluk projelerinde yer almas\u0131n\u0131n tek ba\u015f\u0131na yeterli olamayaca\u011f\u0131n\u0131, sadece maddi destek verilmeden \u00e7al\u0131\u015fanlar\u0131n da bu projelerin i\u00e7ine dahil edilmesini \u00f6neriyor. Bununla ilgili bir ba\u015fka \u00f6rne\u011fi ise \u015f\u00f6yle a\u00e7\u0131kl\u0131yor: \u201c Cazip i\u015fveren olman\u0131n yolunun sadece iyi \u00e7al\u0131\u015fma \u015fartlar\u0131 oldu\u011funu d\u00fc\u015f\u00fcn\u00fcp buna g\u00f6re hareket eden \u015firketler de g\u00f6r\u00fcyoruz. Binay\u0131 ba\u015ftan a\u015fa\u011f\u0131 yenileme, bir\u00e7ok farkl\u0131 prim verme gibi y\u00f6ntemler se\u00e7iliyor. Oysa bizim yapt\u0131\u011f\u0131m\u0131z \u00e7al\u0131\u015fmalar g\u00f6steriyor ki, \u00e7al\u0131\u015fanlar bu t\u00fcr somut imkanlardan \u00f6te sayg\u0131 g\u00f6rme, yetkilendirilme, takdir edilme, geli\u015fme gibi imkanlarla daha fazla ilgililer. \u0130\u015fte en \u00e7ok hata ve eksiklik de bu konularda. Maalesef hala \u2018piyasa \u015fartlar\u0131n\u0131n \u00fczerinde maa\u015f veriyoruz, daha ne istiyorlar\u2019 diye d\u00fc\u015f\u00fcnen y\u00f6neticiler mevcut.\u201d<\/p>\n<p>&nbsp;<\/p>\n<!-- templates\/buttons-placeholder.php -->\n<div class=\"da-reactions-outer TpostID1775\">\n\t    <div class=\"da-reactions-data da-reactions-container-async center\"\n         data-type=\"post\"\n         data-id=\"1775\"\n         id=\"da-reactions-slot-post-1775\">\n        <div class=\"da-reactions-static\">\n\t\t\t<img src=\"https:\/\/www.kariyer.net\/ik-blog\/wp-content\/plugins\/da-reactions\/assets\/dist\/loading.svg\" alt=\"Loading spinner\" width=\"48\" height=\"48\" style=\"width:48px\" \/>\n        <\/div>\n    <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Great Place to Work Dan\u0131\u015fman\u0131 Hatice Dala\u011fan son d\u00f6nemin g\u00f6zde tan\u0131mlamalar\u0131ndan olan \u201c\u0130\u015fveren Markas\u0131\u201d kavram\u0131n\u0131n \u00e7ok kapsaml\u0131 ele al\u0131nmas\u0131 gerekti\u011fine dikkat \u00e7ekiyor. Dala\u011fan \u201c\u00c7al\u0131\u015fanlar\u0131n bir i\u015fyerinde arad\u0131\u011f\u0131 \u00f6zelliklerin ba\u015f\u0131nda sadece maa\u015f de\u011fil bir \u00e7ok farkl\u0131 etken bulunuyor\u201d diyor. Great Place to Work Dan\u0131\u015fman\u0131 Hatice Dala\u011fan, uzun s\u00fcredir \u0130nsan Kaynaklar\u0131n\u0131n g\u00fcndeminde olan \u0130\u015fveren Markas\u0131 kavram\u0131n\u0131n tan\u0131mlamalar\u0131 [&hellip;]<\/p>\n<!-- templates\/buttons-placeholder.php -->\n<div class=\"da-reactions-outer TpostID1775\">\n\t    <div class=\"da-reactions-data da-reactions-container-async center\"\n         data-type=\"post\"\n         data-id=\"1775\"\n         id=\"da-reactions-slot-post-1775\">\n        <div class=\"da-reactions-static\">\n\t\t\t<img src=\"https:\/\/www.kariyer.net\/ik-blog\/wp-content\/plugins\/da-reactions\/assets\/dist\/loading.svg\" alt=\"Loading spinner\" width=\"48\" height=\"48\" style=\"width:48px\" \/>\n        <\/div>\n    <\/div>\n<\/div>\n","protected":false},"author":2,"featured_media":1776,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_elementor_edit_mode":"","_elementor_template_type":"","_elementor_data":"","_elementor_page_settings":null,"_elementor_conditions":[]},"categories":[26],"tags":[],"class_list":{"0":"post-1775","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-insan-kaynaklari"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v21.4 (Yoast SEO v26.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>\u0130\u015fveren markas\u0131 nedir, ne de\u011fildir? 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