İş seçimlerinde KOBİ'lerin tercih edilmelerini sağlayacak stratejilerin konjoint analizi ile belirlenmesi
Determination of strategies by conjoint analysis to provide SMEs preferred in job choice
Yazar: ÜMRAN ERİŞ UÇURUM
Danışman: PROF. DR. SEÇKİN POLAT
İstanbul Teknik Üniversitesi / Fen Bilimleri Enstitüsü / Endüstri Mühendisliği Ana Bilim Dalı / Mühendislik Yönetimi Bilim Dalı
Derece: Yüksek Lisans, 2018
Konu: Endüstri ve Endüstri Mühendisliği = Industrial and Industrial Engineering
Dizin: KOBİ = Small and Medium Sized Firms ; Konjoint analizi = Conjoint analysis ; İnsan kaynakları = Human resources ; İş tercihleri = Job preferences

Özet:
Dünyada ekonomiye ve istihdama sağladıkları katkılarla KOBİ'lerin önemi her geçen gün artmakta ve hem hükümet politkalarında hem de akademik çevrelerde dikkat çeken bir konu olmaktadır. Tüm dünyada olduğu gibi ülkemizde de sağladığı cirolar ile ekonomide etkin bir rolü olan ve ülke ekonomisinin gelişimine katkı sağlayan KOBİ'ler Türkiye'de toplam işletmeler arasında %99'luk bir paya sahiptir. 
KOBİ'ler genellikle düşük yatırım maliyetleri ile girişimciler tarafından kurulan firmalar olduğu için bu firmalarda üretim, finans, pazarlama gibi işletme fonksiyonları patron veya sınırlı düzeyde yönetici grubu tarafından yönetilir. KOBİ'lerde farklı nedenlerden ötürü İnsan Kaynakları Yönetimi anlayışı yeterince gelişmemiştir. Bu nedenle bu firmalarda genellikle Personel Yönetimi ile işe alma, işten çıkarma, personel kayıtlarını tutma gibi standart işler yürütülmektedir. Gelişmiş bir İnsan Kaynakları fonksiyonun olmaması, KOBİ'lerde uygun adayların bulunması ve işe alınması, çalışanların motivasyonunun sağlanması, firmaya bağlılıklarının artırılması gibi alanlarda eksiklikler yaratmaktadır. KOBİ'ler kendileri için dezavantaj yaratan bu durum nedeniyle  şirket içerisinde çalışanlarını ellerinde tutamamakta ve büyük firmalar ile piyasada rekabet etmeleri zorlaşmaktadır. Günümüzde, rekabet edebilmek ve insan kaynağını geliştirebilmek için adayları etkileme ve seçme firmalar için önemli bir problemdir. Büyük firmalarda standartlaşmış İnsan Kaynakları stratejileri nitelikli adayları büyük firmalara yönlendirmekte ve KOBİ'lerin nitelikli iş gücünden yararlanamamalarına neden olmaktadır. Yapılan araştırmalarda KOBİ'lerin temel olarak yaşadıkları problemlerin birinin de bu firmalarda çalışacak nitelikli eleman bulunamaması olarak belirtilmiştir.
Organizasyonel performansın firmalarda çalışan kişilerin yetenek ve kabiliyetlerinden büyük ölçüde etkilendiği yapılan önemli çalışmalarda belirtilmektedir. Nitelikli adayları etkilemek ve seçmek işe alım uygulamalarının en önemli adımlarından biridir. Adayların iş ve iş yeri seçimlerinde en çok etkilendikleri, işi kabul ettirecek özelliklerin bilinmesi, iş veren koşullarını şekillendirmek ve ilgi çekici noktalara yönlenebilmek adına önemlidir. Bu çalışmada, adayları en çok etkileyen faktörler araştırılarak KOBİ'lerin daha çok tercih edilmeleri ve nitelikli elemanların KOBİ'lerde çalışma istekliliğini artırmak için bir strateji geliştirilmesi amaçlanmıştır. Devlet tarafından KOBİ çalışanlarına uygulanabilecek çeşitli teşvikler ile nitelikli adayların etkilenmesi ve KOBİ'lerin büyük firmalar karşısında rekabet avantajı kazanması planlanmıştır. Bu nedenle araştırmada adayların etkilendiği en önemli özellikler araştırılarak, KOBİ'lerin sahip olmadığı bu özelliklerin devlet teşvikleri ile kapatılması ve dezavantajlarının ortadan kaldırılması hedeflenmiştir. Çalışmada Konjoint Analizi kullanılarak devlet tarafından uygulanabilecek bu teşvikler ile adayların iş yeri seçimlerinde KOBİ'leri tercih etme istekliliği araştırılmıştır. 
Öncelikle iş seçimini etkileyen faktörler ile ilgili literatür araştırması yapılmış ve adaylar tarafından en çok tercih edilen faktörler belirlenmiştir. Kart sayısını makul bir seviyede tutmak adına  bunlar içerisinden hem KOBİ'leri hem büyük firmaları yansıtabilecek üç adet özendirici faktör seçilmiştir. Ardından teşvik faktörlerinin belirlenebilmesi için bir ön çalışma yapılmış ve uygulanabilecek teşvikler arasından en çok tercih edilen dört faktör belirlenmiştir. Belirlenen yedi faktör ve düzeyler ile birlikte normal şartlarda 648 adet kart kombinasyonu oluşturulması gerekirken ortagonal tasarım ile kartlar 16 adete düşürülerek anket tasarlanmıştır. 163 kişiye uygulanan anket sonuçları SPSS 22.0 paket programı ile Konjoint Analizi kullanılarak hesaplanmıştır. Analiz sonuçlarına göre ücret ve yan haklar faktörünün diğer faktörlere göre çok yüksek önem değerine sahip olduğu görülmüştür. Diğer faktörler ise önem değerlerine göre büyükten küçüğe; eğitim ve kariyer olanakları, gelir vergisi oranı, SGK emeklilik yaşı, işsizlik maaşı süresi, firma ünü ve özel sağlık sigortası olarak sıralanmaktadır.
Çalışma sonucunda fayda fonksiyonu oluşturulmuş ve farklı ölçekteki firmalar için fayda değerleri hesaplanmıştır. Hesaplamalar sonucunda, uygulanan teşvik stratejisi ile KOBİ'ler için fayda değerinin artış gösterdiği ancak büyük firmaların fayda değerlerine kıyasla düşük kaldığı görülmüştür. Devlet tarafından sağlanabilecek teşvikler ile adayların KOBİ'lerde çalışma istekliliğinin artırılabileceği ancak yalnızca bu strateji ile büyük firmalara karşı olan çalışma istekliliği düzeyine çıkarılamayacağı sonucuna ulaşılmıştır.

Abstract:
As situation of SMEs became prominent subject that regularly mentioned in government policies and academia, importance of SMEs with its contribution global economy and employment increases day by day. Having active role with good impact on total revenue and development of our economy as in the world, SMEs form %99 of enterprises in Turkey.
As production, finance and marketing, business functions in SMEs are ruled by boss or limited managers group as a result of SMEs generally founded by entrepreneurs with little investment cost. In addition to that, due to many different reasons, human resources management in SMEs is not developed as it should be. Personnel management in SMEs generally occupied with routine tasks like recruitment, dismissal and keeping personnel records. Lack of developed human resources management function in company causes difficulties for finding job candidates and recruiting them, keeping employee motivation and increasing employee's commitment to the company. Due to Human Resources Management issue causing a great disadvantage to company, SMEs are living problems of holding employees in the company and having troubles of competing in the market.
In today's world, competing with others while getting attention of job candidates and choose them to improve Human Resources policies is major issue for SMEs. Also, standardized HR strategies of big companies directing qualified job seekers to big companies cause SMEs not benefiting from these candidates. As studies shows, one of the fundamental issues that SMEs live in the competition is problem of finding right people to employ for companies survival.
Competition in recruitment is increasing day by day; moreover, companies need to learn how to best position themselves to influence candidates. Today, employees pay more attention to their personel values and are more demanding than their employers. With the changing generations, employees change their jobs more frequently and therefore there is a competition for preference among companies. Due to this change; there are new features that companies should pay attention to, such as ensuring work-life balance, good wages and a more flexible working environment. Organizational performance in companies is affected by employee's talent and capability as demonstrated by many studies. Attracting qualified candidates is a very important step of recruitment process. It is important to know the characteristics that candidates are most influenced in the job selection to shape the conditions of the employer and point out interesting characteristic. When the researches in the literature are examined, it is seen that many studies have been carried out to influence candidates such as recruitment practices, employer brand strategies, best employer survey.
Purpose of this study is developing a strategy that make SMEs more preferred and raise willingness of candidates to work in SMEs by researching on most influential factors that affect decision of candidates. With government's various incentives that can be applied on employees of SMEs, enabling SMEs to attract qualified job seekers and gain competitive advantage against big companies was planned in this study. For this reason, by investigating the most important features that the candidates have been influenced in the research, it has been aimed to close these features that the SMEs do not have with state incentives and to eliminate their disadvantages. In this study, with incentives which can be implemented by the government, candidates' willingness to choose SMEs in their workplace selection were investigated by using Conjoint Analysis. 
Following the literature research on the factors affecting job choice, the most preferred factors by the candidates were determined. In order to keep the number of cards at a reasonable level, three influential factors were chosen which they could describe both SMEs and large firms. The selected influential factors are wages and fringe benefits, company reputation and education and career opportunities. In the literature review, it is seen that the wage was prominent in every study. The factor was defined as wage and fringe benefits, such as bonus, clothing allowance and family allowance that were provided with the wage. For company reputation, large companies and SMEs were represented as known firms and unknown firms respectively. It is seen that new generation attach great importance to the educational opportunities in the work place. Education and career opportunities, such as training, workshop, seminar which will contribute to candidate's career development, is also a significant factor affecting the job selection of the applicants. Thereafter, a preliminary study has been carried out to determine the most preferred incentive factors. In the short survey, questions were asked about seven incentives factors including income tax, retirement age, necessary working day for retirement, unemployment pay, duration of unemployment pay, private health insurance and reduction of income tax according to education level. According to the short survey, most preferred four factors among the incentive factors were determined as income tax, retirement age, duration of unemployment pay and private health insurance.
Conjoint Analysis have been investigated to determine the appropriate tecnique for this study. Significant  points that stand out while choosing appropriate Conjoint Analysis technique are; number of factors, interaction between factors, sample size, the survey method and the level of analysis. The number of factors planned in the study was seven. There was no interaction between the factors. The survey method was planned without using any software package program. The level of analysis was individual because the participants' answers will be analysed on an individual level, not in groups. Taking all these characteristics into consideration, it was decided that the Traditional Conjoint Analysis technique was the most suitable technique for the study.
Normally, 648 card combinations would have to be created with seven factors and their levels. However, the online questionnaire was designed with 16 cards by using orthogonal design. This survey was conducted through the social media where 163 people answered the survey. 
During the study, 12 demographic questions were included to the survey in order to gather demographic information so that the analyse could be interpreted in detail about respondents. The demographic questions in the questionnaire were divided into two groups. The first group was asked to collect characteristic information, such as age, gender, education status. The second group was asked to determine whether respondents have job attributes that were included in the factors. It can be said that the demographic characteristics such as age and education level of the respondents are similar to each other. Thus, there was a homogeneous sample size in this study. For this reason, making a complete generalization  on the study results is not appropriate.
The results of the survey were calculated by Conjoint Analysis with SPSS 22.0 program. According to the results, it is seen that the wage and fringe benefits has a very high importance value compared to other factors. In terms of importance values,  the rest of them was ranked as education and career opportunities, income tax rate, retirement age, duration of unemployment pay, company reputation and private health insurance respectively. As utility values analysed, it can be seen that utility values increased when factor levels improved, except two factors that are retirement age and duration of unemployment pay. 
When correlations are examined, it is seen that Pearson's R is 0,991 and Kendall's tau is 0,933. The correlations show that research model is representative.
As a result of the study, the utility function was established and utility values were calculated for the large, medium and small companies. According to the calculations, it has been seen that the applied incentives has an effect to increase the utility values for SMEs. However, they can not reach the utility values of large companies. The reason of this situation is that influential factors, such as wage and benefits, education and career opportunities have more impact on candidates than incentive factors. Thus, the willingness of candidates to work in SMEs can be increased by incentives that can be provided by the government, but it can not be achieved to the expected level. It seems that job characteristics and workplace is more important than incentives for candidates. In order for the willingness to work in SMEs to be increased at the desired rate, it can be said that SMEs need to improve their job qualifications from the group that is classified as incentive factors. The incentives to be implemented by the state will have a positive impact; nevertheless this strategy is not enough for SMEs.