{"id":3990,"date":"2016-02-16T14:11:17","date_gmt":"2016-02-16T12:11:17","guid":{"rendered":"http:\/\/www.kariyer.net\/ik-blog\/?p=3990"},"modified":"2024-08-12T11:58:04","modified_gmt":"2024-08-12T08:58:04","slug":"kurumsal-imaj","status":"publish","type":"post","link":"https:\/\/www.kariyer.net\/ik-blog\/kurumsal-imaj\/","title":{"rendered":"Kurumsal imaj nedir?"},"content":{"rendered":"<p><strong>Olumlu bir kurum imaj\u0131, taklit edilmesi zor oldu\u011fundan, rekabet \u00fcst\u00fc olabilmek ve uzun d\u00f6nemli ba\u015far\u0131 i\u00e7in \u00e7ok \u00f6nemlidir. \u0130yi bir kurumsal imaj, kuruma sahip olunan markan\u0131n mali de\u011feri nedeniyle mali a\u00e7\u0131dan, kurumun pazar pay\u0131n\u0131 artt\u0131rd\u0131\u011f\u0131 i\u00e7in pazar a\u00e7\u0131s\u0131ndan ve kuruma yetenekli \u00e7al\u0131\u015fanlar\u0131n g\u00f6z\u00fcnde \u00e7al\u0131\u015f\u0131lmak istenen kurum niteli\u011fini kazand\u0131rmas\u0131 dolay\u0131s\u0131yla da \u0130nsan Kaynaklar\u0131 a\u00e7\u0131s\u0131ndan art\u0131 de\u011ferler katar.\u00a0\u0130nsan Kaynaklar\u0131 Y\u00f6neticisi Nil\u00fcfer \u00d6zemir Soysal, Kurumsal \u0130maj&#8217;\u0131n \u00f6nemini aktar\u0131yor.\u00a0<\/strong><\/p>\n<p>Birbirine benzer \u00e7\u0131kt\u0131lar\u0131 olan firmalar\u0131n, talep olu\u015fturma gayretiyle kendilerini m\u00fc\u015fterileri, \u00e7al\u0131\u015fanlar\u0131, ortaklar\u0131 ve kamuoyu g\u00f6z\u00fcnde farkl\u0131 k\u0131lmak i\u00e7in kulland\u0131klar\u0131 metotlar\u0131n t\u00fcm\u00fcne kurumsal kimlik deniyor.<\/p>\n<p>Kurum imaj\u0131 ise kurumun i\u00e7 ve d\u0131\u015f m\u00fc\u015fterilerinin o kuruma ili\u015fkin izlenimlerini, duygular\u0131n\u0131, d\u00fc\u015f\u00fcncelerini ve alg\u0131lar\u0131n\u0131 ifade eder. Rekabetin k\u0131z\u0131\u015ft\u0131\u011f\u0131, kalite ve fiyat\u0131n farkl\u0131la\u015ft\u0131r\u0131c\u0131 unsur olmaktan \u00e7\u0131kt\u0131\u011f\u0131 g\u00fcn\u00fcm\u00fcz ekonomilerinde fark yaratman\u0131n tek yolu, olumlu bir kurumsal imaj olu\u015fturmak ve devam\u0131n\u0131 sa\u011flamak.<\/p>\n<p>Kimlik, kurumun ger\u00e7ekte nas\u0131l oldu\u011fu, imaj ise bu ger\u00e7ekli\u011fin insanlar taraf\u0131ndan nas\u0131l alg\u0131land\u0131\u011f\u0131d\u0131r. Kurum taraf\u0131ndan olu\u015fturulan ve sunulan kurum kimli\u011fi ile i\u00e7 ve d\u0131\u015f m\u00fc\u015fterilerin alg\u0131lad\u0131\u011f\u0131 kurum imaj\u0131 bazen farkl\u0131 olabilir. E\u011fer hedef kitle \u015firketin istedi\u011fi \u015fekilde d\u00fc\u015f\u00fcn\u00fcyorsa, b\u00f6ylece ger\u00e7ek ile alg\u0131lanan ayn\u0131 hale gelir ve bu durum firman\u0131n kurumsal imaj y\u00f6netiminde ba\u015far\u0131l\u0131 oldu\u011fu anlam\u0131na gelir.<\/p>\n<p>Son y\u0131llarda kurumlar kamuoyuna fark yaratacak bir mesaj vermek i\u00e7in itibarl\u0131 bir imaj olu\u015fturman\u0131n \u00f6nemini fark etmi\u015f ve kaynaklar\u0131n\u0131 bu ama\u00e7la kullanmaya ba\u015flam\u0131\u015flard\u0131r. Pek \u00e7ok firman\u0131n farkl\u0131l\u0131k yaratmak ad\u0131na sosyal sorumluluk projeleri ger\u00e7ekle\u015ftirdi\u011fini g\u00f6r\u00fcyoruz.<\/p>\n<p>Olumlu bir kurum imaj\u0131, taklit edilmesi zor oldu\u011fundan, rekabet \u00fcst\u00fc olabilmek ve uzun d\u00f6nemli ba\u015far\u0131 i\u00e7in \u00e7ok \u00f6nemlidir. \u0130yi bir kurumsal imaj, kuruma sahip olunan markan\u0131n mali de\u011feri nedeniyle mali a\u00e7\u0131dan, kurumun pazar pay\u0131n\u0131 artt\u0131rd\u0131\u011f\u0131 i\u00e7in pazar a\u00e7\u0131s\u0131ndan ve kuruma yetenekli \u00e7al\u0131\u015fanlar\u0131n g\u00f6z\u00fcnde \u00e7al\u0131\u015f\u0131lmak istenen kurum niteli\u011fini kazand\u0131rd\u0131\u011f\u0131ndan insan kaynaklar\u0131 a\u00e7\u0131s\u0131ndan art\u0131 de\u011ferler katar. Ayr\u0131ca kurum imaj\u0131n\u0131n olumlu olmas\u0131 d\u0131\u015fsal olarak m\u00fc\u015fteri memnuniyetine, sat\u0131\u015flar\u0131n ve dolay\u0131s\u0131yla kredi ve yat\u0131r\u0131m imk\u00e2nlar\u0131n\u0131n artmas\u0131na,\u00a0 i\u00e7sel olarak da \u00e7al\u0131\u015fan memnuniyetine ve \u00e7al\u0131\u015fanlar\u0131n kurum aidiyetlerinin artmas\u0131n\u0131 sa\u011flayacakt\u0131r.<\/p>\n<p>\u00d6zellikle kriz d\u00f6nemlerinde krizi a\u015fmak i\u00e7in iyi bir isim, kurumlar a\u00e7\u0131s\u0131ndan kurumun en \u00f6nemli de\u011feri olabilir. Bu tarz kurumlar \u00e7al\u0131\u015fanlar\u0131n\u0131n kuruma olan g\u00fcvenleri ve imaj\u0131n payla\u015f\u0131lmas\u0131yla ayakta kalabilir.<\/p>\n<p>Kurum imaj\u0131n\u0131n ilk uygulamalar\u0131nda logo ve renklerin kullan\u0131lmas\u0131ndaki ama\u00e7 d\u0131\u015f m\u00fc\u015fterilere kurumun tan\u0131t\u0131lmas\u0131d\u0131r. Ancak global ekonomilerde ya\u015fanan h\u0131zl\u0131 de\u011fi\u015fimler \u00e7er\u00e7evesinde kurumsal imaj olu\u015fturman\u0131n sadece d\u0131\u015fsal imaj olu\u015fturmak anlam\u0131na gelemeyece\u011finin fark\u0131na var\u0131lm\u0131\u015f, kurum i\u00e7in stratejik \u00f6nemi olan i\u00e7 m\u00fc\u015fterilerin yani \u00e7al\u0131\u015fanlar\u0131n\u0131n da s\u00fcrece dahil edildi\u011fi bir a\u015famaya gelinmi\u015ftir. \u00d6ncelikle g\u00fc\u00e7l\u00fc bir kurumsal imaj yaratmak i\u00e7in \u00e7al\u0131\u015fanlar\u0131n ihtiya\u00e7 ve beklentilerinin kar\u015f\u0131lanmas\u0131 gerekir. Kamuoyuna nas\u0131l bir kurumsal imaj sunulmak istenirse istensin, \u00e7al\u0131\u015fanlar\u0131n\u0131 ger\u00e7ekte mutlu edemeyen bir kurumun bunu ba\u015farmas\u0131 ve s\u00fcrd\u00fcrmesi olanaks\u0131zd\u0131r.<\/p>\n<p>Kurum imaj\u0131 olu\u015fturulurken \u00e7al\u0131\u015fanlar\u0131n\u0131 marka yapabilmek yani \u00e7al\u0131\u015fanlar\u0131n her girdi\u011fi ortamda mensubu oldu\u011fu kurumu temsil eden davran\u0131\u015flar sergilemesini sa\u011flamak i\u00e7in yap\u0131lanmaya i\u00e7ten ba\u015flamak gerekir. Bu nedenle \u00f6ncelikle, \u00e7al\u0131\u015fan imaj\u0131n\u0131n hedeflenen kurum imaj\u0131 ile \u00f6rt\u00fc\u015f\u00fcp \u00f6rt\u00fc\u015fmedi\u011fi tespit edilmelidir. \u0130\u015fletmelerin d\u0131\u015fa a\u00e7\u0131lan y\u00fcz\u00fc \u00e7al\u0131\u015fanlar oldu\u011fundan y\u00f6neticilerin ve \u00f6zellikle d\u0131\u015f m\u00fc\u015fteriler ile direkt ve\/ veya s\u00fcrekli temas halinde olan personelin kurumsal imaj \u00e7er\u00e7evesinde de\u011fi\u015fim ya\u015famas\u0131 gerekebilir. Kurumlarda s\u00f6z konusu de\u011fi\u015fim ve kurumsal imaj\u0131n \u00e7al\u0131\u015fanlar taraf\u0131ndan \u00f6z\u00fcmsenmesi i\u00e7in de \u0130nsan Kaynaklar\u0131 B\u00f6l\u00fcm\u00fc devreye girer. Kurum tesise, alt yap\u0131ya, pazarlamaya nas\u0131l kaynak ay\u0131r\u0131yorsa \u00e7al\u0131\u015fan kalitesini art\u0131rmak i\u00e7in e\u011fitimlere de kaynak ay\u0131rmak durumundad\u0131r. E\u011fitimlerle \u00f6ncelikle y\u00f6neticilerin ve \u00e7al\u0131\u015fanlar\u0131n kurumsal imaj \u00e7er\u00e7evesinde geli\u015fimi sa\u011flan\u0131r. Kurum itibar\u0131n\u0131 artt\u0131rmak i\u00e7in \u00e7al\u0131\u015fanlar\u0131n olumlu davran\u0131\u015flar\u0131n\u0131n, d\u0131\u015f g\u00f6r\u00fcn\u00fcmlerinin ve i\u015f ahlak\u0131na uygunluklar\u0131n\u0131n da \u00f6nem ta\u015f\u0131d\u0131\u011f\u0131 bilinmektedir. Pek \u00e7o\u011fumuzun s\u0131rf sat\u0131\u015f temsilcisinden etkilenerek yapt\u0131\u011f\u0131 planlanmam\u0131\u015f al\u0131\u015fveri\u015fleri olmu\u015ftur. Kurum imaj\u0131 ile b\u00fct\u00fcnl\u00fck sa\u011flayan \u00e7al\u0131\u015fanlar, kurumlar\u0131n minimum maliyetle halkla ili\u015fkiler y\u00f6netimi yapmalar\u0131na imkan verir. \u015eirketi temsil eden y\u00f6neticilerin de \u00f6ncelikle \u015firket imaj\u0131 ile paralel bir imaja sahip olmalar\u0131 gerekir. Kurumlar da, m\u00fc\u015fterilerinin kendileriyle ilgili kararlar\u0131nda y\u00f6netici imaj\u0131ndan \u00e7ok fazla etkilendiklerini bilmeli ve bunu kullanarak ili\u015fkiyi y\u00f6nlendirebilme g\u00fcc\u00fcne sahip olduklar\u0131n\u0131n fark\u0131nda olmal\u0131d\u0131r.<\/p>\n<p>\u0130maj \u00e7al\u0131\u015fmas\u0131 kapsam\u0131nda marka reklamlar\u0131 i\u00e7in \u00e7ok b\u00fcy\u00fck maliyetler \u00f6deyen firmalar\u0131n, \u00e7al\u0131\u015fanlar\u0131n\u0131n kamuoyunda kendilerini yans\u0131tt\u0131\u011f\u0131n\u0131 g\u00f6z ard\u0131 etmemesi gerekir. \u00c7al\u0131\u015fanlar, g\u00fcnl\u00fck ya\u015famlar\u0131nda da bir bak\u0131ma kurumlar\u0131n\u0131n reklam\u0131n\u0131 yapar. \u0130\u015fletmeler kamuoyunda \u00e7al\u0131\u015fanlar\u0131na sundu\u011fu maddi ve \/ veya manevi imkanlarla, \u00e7al\u0131\u015fanlar\u0131n hayat \u015fartlar\u0131yla da an\u0131l\u0131r. \u00dclkemizde \u00e7ok b\u00fcy\u00fck itibar\u0131 bulunan grup \u015firketlerinin pek \u00e7o\u011fu \u00fclke ortalamas\u0131na g\u00f6re \u00e7al\u0131\u015fanlar\u0131na iyi hayat \u015fartlar\u0131 sa\u011flar ve \u00e7al\u0131\u015f\u0131lmak istenen kurumlar olarak bilinir. B\u00f6ylelikle s\u00f6z konusu kurumlar, yetenekli \u00e7al\u0131\u015fanlar\u0131 da \u00e7ekerek e\u011fitim maliyetlerini, d\u00fc\u015f\u00fck personel devir h\u0131z\u0131 ile de i\u015fe al\u0131m maliyetlerini azaltmakta ve kuruma art\u0131 de\u011fer kazand\u0131r\u0131r.<\/p>\n<p>Kurumdan ayr\u0131lm\u0131\u015f \u00e7al\u0131\u015fanlar da dahil olduklar\u0131 kamuoyunu etkileyerek eski kurumlar\u0131n tan\u0131t\u0131m\u0131n\u0131 yapmaya devam eder. Bu nedenle i\u015ften ayr\u0131lan bir \u00e7al\u0131\u015fan\u0131n da mutlu ayr\u0131lmas\u0131n\u0131 sa\u011flamaya \u00e7al\u0131\u015fmak \u00f6nemlidir. Ayr\u0131l\u0131\u015f m\u00fclakatlar\u0131n\u0131n sonu\u00e7lar\u0131n\u0131n \u0130nsan Kaynaklar\u0131 B\u00f6l\u00fcm\u00fc taraf\u0131ndan de\u011ferlendirilerek gerekli g\u00f6r\u00fclmesi halinde \u00e7al\u0131\u015fma ya\u015fam\u0131nda ek d\u00fczenlemeler yap\u0131lmas\u0131 gerekebilir.<\/p>\n<p>Kurum imaj\u0131 kavram\u0131 ve bu kavram\u0131n giderek \u00f6nem kazanmas\u0131 nedeniyle halkla ili\u015fkiler b\u00fcy\u00fck \u00f6nem ta\u015f\u0131yor. Hedef kitleyle g\u00fc\u00e7l\u00fc ve olumlu bir kurum imaj\u0131 kurmak ancak etkin halkla ili\u015fkiler \u00e7abas\u0131yla olu\u015fabilir. Halkla ili\u015fkiler, i\u015fletmelerin y\u00f6netsel i\u015flevlerinden biri olmal\u0131d\u0131r. \u0130\u015fletmeler i\u00e7in hayati \u00f6nem ta\u015f\u0131yan kurumsal imaj\u0131 y\u00f6netme ve koruma g\u00f6revini de ku\u015fkusuz Halkla \u0130li\u015fkiler B\u00f6l\u00fcm\u00fc y\u00fcr\u00fctmelidir.<\/p>\n<p>Sonu\u00e7 olarak; kurumsal imaj artan rekabet ortam\u0131n\u0131n olmazsa olmazlar\u0131ndand\u0131r. Kurumsal imaj i\u00e7in yap\u0131lan\u0131rken \u00f6nce \u00e7al\u0131\u015fanlar\u0131 memnun etmenin gerekti\u011fi ve kurumu temsil etmeleri sebebiyle imaj \u00e7al\u0131\u015fmas\u0131 s\u0131ras\u0131nda \u00e7al\u0131\u015fanlar\u0131n kurum imaj\u0131 ile paralel imaja sahip olmalar\u0131 i\u00e7in geli\u015ftirilmelerinin gerekebilece\u011fi, bu s\u00fcre\u00e7lerin t\u00fcm\u00fcnde de y\u00f6neticilere ve \u0130nsan Kaynaklar\u0131 B\u00f6l\u00fcm\u00fcne \u00e7ok fazla sorumluluk d\u00fc\u015ft\u00fc\u011f\u00fc s\u00f6ylenebilir. Ayr\u0131ca kurumsal imaj\u0131n sa\u011fl\u0131kl\u0131 ve etkin bir \u015fekilde s\u00fcrd\u00fcrebilmesi i\u00e7in halkla ili\u015fkilerin y\u00f6netsel bir i\u015flev olmas\u0131 gerekti\u011finin de alt\u0131 \u00e7izilmelidir.<\/p>\n<figure id=\"attachment_2125\" aria-describedby=\"caption-attachment-2125\" style=\"width: 150px\" class=\"wp-caption alignnone\"><a href=\"http:\/\/www.kariyer.net\/ik-blog\/wp-content\/uploads\/2015\/03\/niluferportre.jpg\"><img decoding=\"async\" class=\"size-full wp-image-2125\" src=\"http:\/\/www.kariyer.net\/ik-blog\/wp-content\/uploads\/2015\/03\/niluferportre.jpg\" alt=\"Nil\u00fcfer \u00d6zemir Soysal\" width=\"150\" height=\"163\" \/><\/a><figcaption id=\"caption-attachment-2125\" class=\"wp-caption-text\">Nil\u00fcfer \u00d6zemir Soysal<\/figcaption><\/figure>\n<!-- templates\/buttons-placeholder.php -->\n<div class=\"da-reactions-outer TpostID3990\">\n\t    <div class=\"da-reactions-data da-reactions-container-async center\"\n         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Kaynaklar\u0131 a\u00e7\u0131s\u0131ndan art\u0131 de\u011ferler [&hellip;]<\/p>\n<!-- templates\/buttons-placeholder.php -->\n<div class=\"da-reactions-outer TpostID3990\">\n\t    <div class=\"da-reactions-data da-reactions-container-async center\"\n         data-type=\"post\"\n         data-id=\"3990\"\n         id=\"da-reactions-slot-post-3990\">\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    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