الگوی پارادایمی برند کارفرما از منظر نیروی انسانی دارای تحصیلات تکمیلی

نوع مقاله : پژوهشی کیفی

نویسندگان
1 دانشجوی دکتری مدیریت بازرگانی گرایش رفتار سازمانی و مدیریت منابع انسانی، گروه مدیریت، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان، ایران.
2 دانشیار، گروه مدیریت، دانشکده علوم اداری و اقتصاد دانشگاه اصفهان، ایران.
3 دانشیار، گروه مدیریت، دانشکده علوم اداری و اقتصاد دانشگاه اصفهان، ایران
چکیده
هدف: این پژوهش با هدف شناسایی و طبقه‌بندی انتظار نیروی انسانی دارای تحصیلات تکمیلی از سازمان و طراحی الگوی برند کارفرما بر پایه آن انتظارها انجام شده است.

روش: این پژوهش دارای رویکرد کیفی بر مبنای نظریه داده‌بنیاد است. برای گردآوری داده‌ها از روش مصاحبه‌های عمیق و نیمه‌ساختار یافته استفاده شد. در این راستا از پاسخ‌های مطرح شده به‌وسیله 25 نفر از نیروهای انسانی دارای تحصیلات تکمیلی در بازار کار تهران که دارای سابقه کار، سابقه مصاحبه‌های استخدامی و فارغ‌التحصیل از مقطع تحصیلات تکمیلی دانشگاه‌های معتبر ایران بودند، بهره گرفته شد. روایی مدل به‌وسیله مصاحبه‌شوندگان، نظر اساتید و بهره‌گیری از ضریب نسبی روایی محتوا با 62 درصد مورد ارزیابی و تأیید قرار گرفت. پایایی نیز با استفاده از روش مطالعه حسابرسی فرایند با ضریب 81 درصد تأیید شد. برای تحلیل داده‌ها از روش کدگذاری سه مرحله‌ای باز، محوری و انتخابی استفاده شده است.
یافته‌ها: تجزیه و تحلیل داده‌ها نشان داد که انتظارهای متقابل فرد، شغل و سازمان منجر به ایجاد تجربه برند کارفرما شده است. این تجربه در کنار شرایط زمینه‌ای (منابع قدرت سازمان، الزام‌های اجرایی برندسازی کارفرما، متولیان برندسازی کارفرما و زیرسیستم‌های مدیریت منابع انسانی) و شرایط مداخله‌گر (پرسونای نامزدهای شغلی، بازاریابی محتوای کارفرما و چالش‌های برندسازی کارفرما) منجر به انتخاب راهبردهای متفاوت برای کارفرما و کارکنان می‌شود. این فرایند در نهایت، منجر به جذب و نگهداشت نیروها، ارتقای عملکرد سازمانی، کارکنان، مشتری و بازار، برند تجاری، اطلاع‌رسانی برند، پیامدهای کلان منابع انسانی و پیامدهای بیرونی برند کارفرما شده است.


کلیدواژه‌ها

موضوعات


عنوان مقاله English

The Paradigm Model of Employer Brand from High-Educated Emloyees Perspective

نویسندگان English

Shirin Mazraeh 1
Ali Shaemi Barzoki 2
Ali Safari 3
1 Ph.D. Candidate in Business Management, Faculty of Administrative Sciences and Economics, University of Isfahan,Isfahan, Iran.
2 Associate Prof., Faculty of Administrative Sciences and Economics, University of Isfahan,Isfahan, Iran.
3 Associate Prof., Faculty of Administrative Sciences and Economics, University of Isfahan,Isfahan, Iran.
چکیده English

Objective: This paper aimed to identify and classify high-educated emloyees expectations from the organization, and deisign a model of employer brand based on their expectations.

Methods: This paper has a qualitative approach and used the grounded theory as a research method. In-depth and semi-structured interviews were used o collect data. In this regard, 25 experts who has job experience and high educationand graduated from high level universities participate in job interviews. The validity of this research was examined and approved by the interviewers, professors, and by content validity ratiowith coefficience of%62. And the reliability was %81 which obtained by using auditing result processmethodology. For data analysis, we used the continuous comparison method in three stages: open, axial, and selective coding.

Results: Results revealed that mutual expectations between employee, job and organization had significant effects on employer brand experiences. Also, it was shown that employer brand experiences with contextual conditions (organizational capabilities, employer branding executive requirements, employer branding executives and HR management subsystems), and intervening conditions (candidate’s persona, employer content marketing, employer branding challenges) had significant effects on employer brand equity strategies. Additionally, the findings indicated that the consequences of employee’s attraction and retaintion, improvement of organizational and employee performance, customer and market, business brand, brand awareness, HR and external consequences.

کلیدواژه‌ها English

Employer Brand
Hierarchy of Needs
High-educated Human Resources
Grounded Theory
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