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Employer Branding in Metaverse: Does it Create New Opportunities for Employee Experiences?

Yıl 2025, Sayı: 18, 32 - 355, 30.06.2025

Burcu Öksüz , Şahan Sabuncu

https://doi.org/10.55609/yenimedya.1549337

Öz

The aim of the study is to determine what the ideal employer is like in the Metaverse world and what is expected from the ideal employer. In this context, the participants’ views about Metaverse, the characteristics of the ideal employer in Metaverse, the expectations from the ideal employer in this universe, the desired work experience and the concerns about this universe were investigated. Semi-structured interviews were conducted with 20 participants during the data collection process. According to the data obtained, the participants mostly expect constructive communication, salary and fringe benefits from the ideal employer and contribution to their development. The participants find Metaverse especially useful in the areas of education, entertainment and health. Some of the participants support the corporation they work for by thinking that its presence in Metaverse universe will cause the corporation to be seen as a pioneer. Metaverse provides advantages in terms of speed, time efficiency and socialization with colleagues for the ideal employer. They also think that working in Metaverse will lighten their workload. As a result, although the participants think that an ideal employer can be in Metaverse, they are not very keen on the idea of working in this universe for now.

Anahtar Kelimeler

Metaverse Brand Employer Brand Employee Experience

Kaynakça

  • AbuKhousa, E., El-Tahawy, M. S., & Atif, Y. (2023). Envisioning architecture of metaverse intensive learning experience (MiLEx): Career readiness in the 21st century and collective intelligence development scenario. Future Internet, 15(2), 53. https://doi.org/10.3390/fi15020053
  • Aiolfi, S., & Luceri, B. (2024). See you on the Metaverse: A bibliometric expedition through the Metaverse landscape. Technological Forecasting and Social Change, 207, 123605. https://doi.org/10.1016/j.techfore.2024.123605
  • Akdöl, B., & Kale, M. S. (2023). Kurumsal itibarın işveren marka çekiciliği üzerine etkisi: Bilişim sektöründe bir araştırma. İşletme Araştırmaları Dergisi, 15(3), 2011-2027.
  • Arya, V., Sambyal, R., Sharma, A., & Dwivedi, Y. K. (2024). Brands are calling your AVATAR in Metaverse–A study to explore XR‐based gamification marketing activities & consumer‐based brand equity in virtual world. Journal of Consumer Behaviour, 23(2), 556-585. https://doi.org/10.1002/cb.2214
  • Atak, M. C., & Ergüner Özkoç, E. (2023). The impact of Metaverse on work life: A Delphi Study. Journal of Metaverse, 3(2), 144-151. https://doi.org/10.57019/jmv.1297129
  • Atsan, M. (2024). İşveren markası yönetiminin çalışan deneyimi bağlamında değerlendirilmesi: İK yöneticileri üzerine bir araştırma. Selçuk Üniversitesi Sosyal Bilimler Meslek Yüksekokulu Dergisi, 27(1), 294-307. https://doi.org/10.29249/selcuksbmyd.1442352
  • Awadallah, A., Eledlebi, K., Zemerly, J., Puthal, D., Damiani, E., Taha, K., ... & Yeun, C. Y. (2024). Artificial Intelligence-Based Cybersecurity for the Metaverse: Research Challenges and Opportunities. IEEE Communications Surveys & Tutorials. https://doi.org/10.1109/COMST.2024.3442475
  • Aydın, O., Karaarslan, E., & Narin, N. G. (2024). Artificial intelligence, VR, AR and Metaverse technologies for human resources management. arXiv preprint arXiv:2406.15383.
  • Batga, B., & Uzun, D. (2023). İşveren markası algısı üzerine nitel bir araştırma: Bingöl ilinde turizm yatırım ve turizm işletme belgeli oteller örneği. Hitit Sosyal Bilimler Dergisi, 16(1), 114-133. https://doi.org/10.17218/hititsbd.1243795
  • Berg, B. (2001). Qualitative research methods for the social sciences. Pearson.
  • Bharadwaj, S. (2023). Influence of training and development interventions on employee retention–an employer brand-based agenda. LBS Journal of Management & Research, 21(2), 157-170. https://doi.org/10.1108/LBSJMR-12-2022-0080
  • Çakmak, F. (2023). İşveren markası algısının örgütsel bağlılık üzerindeki etkisi: hizmet sektöründe bir araştırma. İstanbul Gelişim Üniversitesi Sosyal Bilimler Dergisi, 10(1), 291-311. https://doi.org/10.17336/igusbd.902032
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  • De Felice, F., Petrillo, A., Iovine, G., Salzano, C., & Baffo, I. (2023). How does the metaverse shape education? A systematic literature review. Applied Sciences, 13(9), 5682. https://doi.org/10.3390/app13095682
  • Dutta, D., Srivastava, Y., & Singh, E. (2023). Metaverse in the tourism sector for talent management: a technology in practice lens. Information Technology & Tourism, 25(3), 331-365. https://doi.org/10.1007/s40558-023-00258-9
  • Düger, Y. S., & Bayram, T. (2023). Kurumsal sosyal sorumluluk algısının işveren marka çekiciliğine etkisi: Z kuşağı bireylerin kişilik özellikleri bağlamında bir araştırma. Ordu Üniversitesi Sosyal Bilimler Enstitüsü Sosyal Bilimler Araştırmaları Dergisi, 13(1), 1055-1078. https://doi.org/10.48146/odusobiad.1178267
  • Dwivedi, Y. K., Balakrishnan, J., Mishra, A., De Bock, K. W., & Al-Busaidi, A. S. (2024). The role of embodiment, experience, and self-image expression in creating continuance intention in the Metaverse. Technological Forecasting and Social Change, 203, 123402. https://doi.org/10.1016/j.techfore.2024.123402
  • Dženopoljac, V., Ognjanović, J., Dženopoljac, A., & Kraus, S. (2023). Exploring the impact of employer brand attributes on financial performance: an intellectual capital perspective. Journal of Intellectual Capital, 24(7), 31-54. https://doi.org/10.1108/JIC-05-2023-0112
  • Elbendary, I., Elsetouhi, A. M., Marie, M., & Aljafari, A. M. (2023). A mixed-methods approach for the relationship between organizational attributes, reputation, employer brand and intention to apply for a job vacancy. Personnel Review, 53(5), 1244-1268. https://doi.org/10.1108/PR-03-2021-0188
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  • Goldberg, M., Kugler, P., & Schär, F. (2024). Land valuation in the Metaverse: Location matters. Journal of Economic Geography, 1-30. https://doi.org/10.1093/jeg/lbae027
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Metaverse Dünyasında İşveren Markalaşması: Çalışan Deneyimlerinde Yeni Fırsatlar Yaratır mı?

Yıl 2025, Sayı: 18, 32 - 355, 30.06.2025

Burcu Öksüz , Şahan Sabuncu

https://doi.org/10.55609/yenimedya.1549337

Öz

Çalışmanın amacı, Metaverse dünyasında ideal işverenin nasıl olduğunu ve ideal işverenden neler beklendiğini tespit etmektir. Bu doğrultuda katılımcıların Metaverse hakkındaki görüşleri, Metaverse içerisinde ideal işverenin özellikleri, bu evrende ideal işverenden beklentilerin neler olduğu, nasıl bir çalışma deneyimine sahip olunmak istendiği ve bu evrene ilişkin kaygıların neler olduğu araştırılmıştır. Veri toplama sürecinde 20 katılımcıyla yarı yapılandırılmış görüşmeler yapılmıştır. Elde edilen verilere göre katılımcılar ideal işverenden en çok yapıcı iletişim, maaş ve yan kazançlar ile gelişimine katkı beklemektedir. Katılımcılar, Metaverse’ü özellikle eğitim, eğlence ve sağlık alanlarında faydalı bulmaktadır. Katılımcıların bazıları, çalıştıkları kurumun Metaverse evreninde yer almasının kurumun öncü olarak görülmesine neden olacağını düşünerek desteklemektedir. Metaverse evreninin ideal işveren açısından hız, zamanda verimlilik, iş arkadaşlarıyla sosyalleşme boyutlarında avantaj sağlamaktadır. Ayrıca Metaverse evreninde çalışmanın iş yüklerini hafifleteceğini düşünmektedir. Sonuç olarak katılımcılar Metaverse evreninde ideal bir işveren olunabileceğini düşünse de şimdilik bu evrende çalışma fikrine çok sıcak yaklaşmamaktadır.

Anahtar Kelimeler

Metaverse Marka İşveren Markası Çalışan Deneyimi

Kaynakça

  • AbuKhousa, E., El-Tahawy, M. S., & Atif, Y. (2023). Envisioning architecture of metaverse intensive learning experience (MiLEx): Career readiness in the 21st century and collective intelligence development scenario. Future Internet, 15(2), 53. https://doi.org/10.3390/fi15020053
  • Aiolfi, S., & Luceri, B. (2024). See you on the Metaverse: A bibliometric expedition through the Metaverse landscape. Technological Forecasting and Social Change, 207, 123605. https://doi.org/10.1016/j.techfore.2024.123605
  • Akdöl, B., & Kale, M. S. (2023). Kurumsal itibarın işveren marka çekiciliği üzerine etkisi: Bilişim sektöründe bir araştırma. İşletme Araştırmaları Dergisi, 15(3), 2011-2027.
  • Arya, V., Sambyal, R., Sharma, A., & Dwivedi, Y. K. (2024). Brands are calling your AVATAR in Metaverse–A study to explore XR‐based gamification marketing activities & consumer‐based brand equity in virtual world. Journal of Consumer Behaviour, 23(2), 556-585. https://doi.org/10.1002/cb.2214
  • Atak, M. C., & Ergüner Özkoç, E. (2023). The impact of Metaverse on work life: A Delphi Study. Journal of Metaverse, 3(2), 144-151. https://doi.org/10.57019/jmv.1297129
  • Atsan, M. (2024). İşveren markası yönetiminin çalışan deneyimi bağlamında değerlendirilmesi: İK yöneticileri üzerine bir araştırma. Selçuk Üniversitesi Sosyal Bilimler Meslek Yüksekokulu Dergisi, 27(1), 294-307. https://doi.org/10.29249/selcuksbmyd.1442352
  • Awadallah, A., Eledlebi, K., Zemerly, J., Puthal, D., Damiani, E., Taha, K., ... & Yeun, C. Y. (2024). Artificial Intelligence-Based Cybersecurity for the Metaverse: Research Challenges and Opportunities. IEEE Communications Surveys & Tutorials. https://doi.org/10.1109/COMST.2024.3442475
  • Aydın, O., Karaarslan, E., & Narin, N. G. (2024). Artificial intelligence, VR, AR and Metaverse technologies for human resources management. arXiv preprint arXiv:2406.15383.
  • Batga, B., & Uzun, D. (2023). İşveren markası algısı üzerine nitel bir araştırma: Bingöl ilinde turizm yatırım ve turizm işletme belgeli oteller örneği. Hitit Sosyal Bilimler Dergisi, 16(1), 114-133. https://doi.org/10.17218/hititsbd.1243795
  • Berg, B. (2001). Qualitative research methods for the social sciences. Pearson.
  • Bharadwaj, S. (2023). Influence of training and development interventions on employee retention–an employer brand-based agenda. LBS Journal of Management & Research, 21(2), 157-170. https://doi.org/10.1108/LBSJMR-12-2022-0080
  • Çakmak, F. (2023). İşveren markası algısının örgütsel bağlılık üzerindeki etkisi: hizmet sektöründe bir araştırma. İstanbul Gelişim Üniversitesi Sosyal Bilimler Dergisi, 10(1), 291-311. https://doi.org/10.17336/igusbd.902032
  • Daymon, C., & Holloway, I. (2010). Qualitative research methods in public relations and marketing communications. Routledge.
  • De Felice, F., Petrillo, A., Iovine, G., Salzano, C., & Baffo, I. (2023). How does the metaverse shape education? A systematic literature review. Applied Sciences, 13(9), 5682. https://doi.org/10.3390/app13095682
  • Dutta, D., Srivastava, Y., & Singh, E. (2023). Metaverse in the tourism sector for talent management: a technology in practice lens. Information Technology & Tourism, 25(3), 331-365. https://doi.org/10.1007/s40558-023-00258-9
  • Düger, Y. S., & Bayram, T. (2023). Kurumsal sosyal sorumluluk algısının işveren marka çekiciliğine etkisi: Z kuşağı bireylerin kişilik özellikleri bağlamında bir araştırma. Ordu Üniversitesi Sosyal Bilimler Enstitüsü Sosyal Bilimler Araştırmaları Dergisi, 13(1), 1055-1078. https://doi.org/10.48146/odusobiad.1178267
  • Dwivedi, Y. K., Balakrishnan, J., Mishra, A., De Bock, K. W., & Al-Busaidi, A. S. (2024). The role of embodiment, experience, and self-image expression in creating continuance intention in the Metaverse. Technological Forecasting and Social Change, 203, 123402. https://doi.org/10.1016/j.techfore.2024.123402
  • Dženopoljac, V., Ognjanović, J., Dženopoljac, A., & Kraus, S. (2023). Exploring the impact of employer brand attributes on financial performance: an intellectual capital perspective. Journal of Intellectual Capital, 24(7), 31-54. https://doi.org/10.1108/JIC-05-2023-0112
  • Elbendary, I., Elsetouhi, A. M., Marie, M., & Aljafari, A. M. (2023). A mixed-methods approach for the relationship between organizational attributes, reputation, employer brand and intention to apply for a job vacancy. Personnel Review, 53(5), 1244-1268. https://doi.org/10.1108/PR-03-2021-0188
  • Gandasari, D., Tjahjana, D., Dwidienawati, D., & Ichsan, M. (2024). How to attract talents? The role of CSR, employer brand, benefits and career development. Cogent Business & Management, 11(1), 2323774. https://doi.org/10.1080/23311975.2024.2323774
  • Goldberg, M., Kugler, P., & Schär, F. (2024). Land valuation in the Metaverse: Location matters. Journal of Economic Geography, 1-30. https://doi.org/10.1093/jeg/lbae027
  • Gözen, E. & Boz, H. (2022). İşveren markası açısından işten çıkarmalarda destek hizmeti: Kavramsal bir değerlendirme. İçinde F. Uslu & H. Boz (Editörler), İktı̇sadı̇ ve ı̇darı̇ bı̇lı̇mlerde güncel çalışmalar. (ss. 59-76). Palet Yayınları.
  • Güvenol, B., Sarıbaş, S. K., & Güler, M. E. (2023). İzmir mutfağının yapay zekâ tabanlı sohbet robotları ile incelenmesi. Journal of Travel and Tourism Research, 23(23), 126-144.
  • Hadi, R., Melumad, S., & Park, E. S. (2024). The Metaverse: A new digital frontier for consumer behavior. Journal of Consumer Psychology, 34(1), 142-166. https://doi.org/10.1002/jcpy.1356
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  • Onu, P., Pradhan, A., & Mbohwa, C. (2024). Potential to use metaverse for future teaching and learning. Education and Information Technologies, 29(7), 8893-8924. https://doi.org/10.1007/s10639-023-12167-9
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Toplam 65 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Yeni Medya, Halkla İlişkiler
Bölüm Araştırma Makaleleri
Yazarlar

Burcu Öksüz 0000-0003-4195-9261

Şahan Sabuncu 0009-0004-8954-0886

Yayımlanma Tarihi 30 Haziran 2025
Gönderilme Tarihi 13 Eylül 2024
Kabul Tarihi 10 Şubat 2025
Yayımlandığı Sayı Yıl 2025 Sayı: 18

Kaynak Göster

APA Öksüz, B., & Sabuncu, Ş. (2025). Metaverse Dünyasında İşveren Markalaşması: Çalışan Deneyimlerinde Yeni Fırsatlar Yaratır mı?. Yeni Medya(18), 32-355. https://doi.org/10.55609/yenimedya.1549337
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