BANKS HUMAN RESOURCES MANAGEMENT RELATED INSTAGRAM POSTS

Hale Nur Guler
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Hale Nur Guler: BAĞIMSIZ ARAŞTIRMACI

Ekonomi Maliye Isletme Dergisi, 2021, vol. 4, issue 1, 1-17

Abstract: The human resource related Instagram posts of five privately held and foreign banks operating in Turkey were analyzed. Effective human resources practices are important for the supply of competent human resources in the sector and retention of existing employees. Additionally, communication established through social media platforms also increase the preferability of institutions. Data were obtained through the official human resources Instagram accounts of the banks in the sample. A qualitative research was conducted for the data obtained as of April 2021, and the posts were grouped by content analysis. Among the accounts the five banks examined, Denizbank A.Ş. had the highest number of posts, with 1,518 since the opening of the account. It was also the bank with the highest number of followers with 25,300. It is seen that 40% of the posts were about event news and announcements, followed by the job postings at the rate of 15%. When we look at the number of likes received by the banks, it is possible to say that the event news and announcement contents received the highest rate of likes with 43%, followed by 23% of the posts that were providing interactive competitions. It is seen that 63% of the posts of the banks were photographs. It is thought that the study will be beneficial to researchers, managers and employees who are interested in the field.

Keywords: Bank; Human resources; Employer brand; Communication; Instagram; Social media (search for similar items in EconPapers)
JEL-codes: M10 M12 M19 (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:gnx:emid43:2021-4-1-931412

DOI: 10.46737/emid.931412

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