The Role of Aesthetic Labor in Human Resource Management Practices: A Qualitative Study

The purpose of this study is to examine the role of aesthetic labor in human resource management practices and to present a descriptive framework of aesthetic labor experiences. The study, which adopted a phenomenological design, focused on cabin officers, sales consultants, human resources managers and store managers in the aviation and retail sectors. Interviews were conducted face-to-face, by phone or online video chat. Content analysis method was used in the research. The findings of the study are presented under the themes of “selection”, “employee training”, “disciplinary practices”, “performance evaluation”, “employee rewarding” and “dismissal”. As a result of the research, it was observed that candidates were evaluated according to aesthetic criteria determined for their appearance, speaking style and demeanor in recruitment interviews. In order to improve aesthetic effort, employees are given trainings on hair, make-up, grooming, uniforms and customers. Disciplinary practices, supervision and warnings are experienced intensively.