Employer Attractiveness Through Career Websites: An Artificial Intelligence-Based Eye Tracking Research on ‘’Great Place to Work’’ Companies in Turkey

Authors : Dinçer Atlı

Pages : 78-94

Doi:10.54452/jrb.1478782

View : 41 | Download : 50

Publication Date : 2025-06-23

Article Type : Research Paper

Abstract :Career websites are essential for companies to become attractive employers by attracting talent. In this study, career websites of ‘Great Place to Work’ companies in Turkey, such as Assist, Turkcell Global Bilgi, Kuveyt Türk and Teleperformance, are analyzed using artificial intelligence-based eye tracking methodology to determine how attractive these websites are. The AI-based eye-tracking methods used in this study utilize the capabilities of artificial intelligence trained by machine learning to determine how user-friendly and easy-to-understand the career websites of the relevant companies are, with an accuracy of over 90%. This method will provide employers with helpful information to create more attractive career websites to become attractive employers. The research shows that career websites using neuroscientific approaches can potentially increase candidate interest. Furthermore, the study highlights the potential of AI-based eye-tracking technology in evaluating and improving website design and effectiveness. This paper claims to contribute to the emerging literature on the relationship between artificial intelligence, human resource management and talent management, mainly employer branding.
Keywords : İşveren Çekiciliği, İşveren Markası, Yapay Zeka Tabanlı Göz Takibi, Öngörücü Göz Takibi, Kariyer Web Siteleri, Göz Takibi, Nöropazarlama, Yetenek Yönetimi

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