The Representation of Luxury Brand's Talent Management on Corporate Web Pages as a Communication Vehicle: Comparative Assessment of Luxuries

Abstract

In today's new communication environment, the concept of talent management emerges in providing competitive advantage and rendering the brand sustainability. With the developments in internet-based applications, corporate web pages take their place as an effective tool in the communication process between the developments seen in internet-based applications and the communication process between brand and talent. It is noteworthy that the talent management process, which can establish a synchronization with the nature of the luxury brand, is also present in the luxury brands, which adapted late to the internet environment. In this study, formed on the basis of the fact that official web pages act as a bridge between brand and talent, the reflections of the talent management process on the web pages have been examined. The report entitled "2019 Global Powers of Luxury Goods," was used to identify the brands worked with. The sharings aimed at talent management on the web pages of LVMH, The Estée Lauder and Richemont, which are the first three brands in the luxury brand rankings, were examined for a month, between August 01-31, 2019. The descriptive tablesin Burcu Öksüz's (2011) study entitled "A Research on the Use of Corporate Web Sites in E-Recruitment Process and a Research on the Subject," were utilized in the evaluation. As a result of the evaluation, the concepts of 'talent' and 'career," attract attention in each brand's presentation, which includes sharings aimed at talent management. The stages of the talent management process (such as find, retain and develop talent) are available on each brand's website. It is possible to say that the training programs aimed at improving talent and the elements of the institutionalization of the talent and creating loyalty to the institution appear on the web pages of each brand with relative differences.