Dijital ayrımcılık beklentileri altında işveren marka imajı ve işe başvuru niyeti: Cinsiyetin düzenleyici etkisiyle kavramsal bir model
Yayınlanmış 25.09.2026
Anahtar Kelimeler
- Digital Recruitment, Employer Brand Image, Gender, Discrimination
- Dijital İşe Alım, İşveren Marka İmajı, Cinsiyet, Ayrımcılık
Nasıl Atıf Yapılır
Telif Hakkı (c) 2026 Serap Sarp- Sıddık Bozkurt- Erhan Aydın

Bu çalışma Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License ile lisanslanmıştır.
Nasıl Atıf Yapılır
Öz
Dijital işe alım süreçleri giderek daha fazla algoritmik ön eleme ve dijital ayak izi incelemesine dayanmakta, bu da adaylarda yanlı değerlendirilme kaygısı yaratmaktadır. Bu kavramsal çalışma, işaretleme kuramı ve sosyal kimlik tehdidi yazınından yararlanarak işveren marka imajı ile işe başvurma niyeti arasındaki ilişkiyi incelemektedir. Çalışmanın odağında, adayların dijital ayrımcılık beklediği koşullar yer almaktadır. Dijital ayrımcılık beklentisi, adayın bir örgütün algoritmik ön eleme ve dijital ayak izi uygulamalarının kendisini korunan bir özelliği nedeniyle dezavantajlı duruma düşüreceğine yönelik öngörüsünü ifade etmektedir. Çalışmada bu beklentinin, işveren marka imajı ile işe başvurma niyeti arasındaki olumlu ilişkiyi zayıflattığı öne sürülmektedir. İşveren markasına ilişkin iletişimi üreten taraf işverenin kendisidir. Sürecin adil işlemeyeceğini düşünen adayların bu iletişime daha az ağırlık vermesi beklenebilir. Ayrıca bu zayıflatıcı etkinin kadın adaylarda daha belirgin olduğu ileri sürülmektedir. Bu durum, cinsiyete içkin bir özellikten değil, ayrımcılığa maruz kalma düzeyindeki farklılıktan kaynaklanmaktadır. Çalışma, işveren markası ve işe alım yazınına katkı sunmaktadır. Teknoloji odaklı ve eşitsizlik üretme potansiyeli taşıyan işe alım sistemlerinde adayların karar süreçlerine ilişkin yeni kuramsal içgörüler ortaya koymakta ve gelecekteki ampirik doğrulama çalışmaları için yönler belirlemektedir.
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