طراحی مدل برند سازی کارفرما در سازمان های عمومی غیر دولتی

نوع مقاله: مقاله پژوهشی

نویسندگان

1 استاد مدیریت، آموزشی، دانشکده مدیریت دانشگاه خوارزمی، تهران

2 دانشجوی دکتری مدیریت، منابع انسانی،دانشگاه خوارزمی، تهران، سازمان تامین اجتماعی

3 دانشیار مدیریت، آموزشی،دانشکده مدیریت دانشگاه خوارزمی، تهران

4 استادیار مدیریت، آموزشی،دانشکده مدیریتدانشگاه خوارزمی، تهران

چکیده

هدف تحقیق حاضر، طراحی مدل برند‌سازی کارفرما در سازمان‌های عمومی غیردولتی است. این پژوهش از دید روش از انواع پژوهش‌های ترکیبی (کیفی و کمی)، از منظر هدف کاربردی و به لحاظ شیوه گردآوری اطلاعات، پیمایشی است. نتایج به‌دست‌آمده از فاز کیفی پژوهش به طراحی مدل مفهومی پیشنهادی برندینگ کارفرما در سازمان تأمین اجتماعی منجر شد و در فاز کمی اعتبارسنجی این مدل توسط خبرگان و گروه مرجع صورت گرفت. یافته‌های نهایی تحقیق با استفاده از روش مدل‌یابی معادلات ساختاری با کمک نرم‌افزار PLS  نشان داد که تمامی ابعاد عوامل زمینه‌ساز داخلی برندینگ کارفرما، عامل زمینه‌ساز خارجی برندینگ کارفرما و همچنین سازه‌های شناسایی‌شده در رابطه با پیامدهای داخلی و خارجی برندینگ کارفرما دارای معنی‌داری بالاتر از 58/2 در سطح خطای 01/0 و با بار عاملی مناسب هستند که نشان از تأیید مدل نهایی برندسازی کارفرما دارد.

کلیدواژه‌ها


عنوان مقاله [English]

Designing an Employer Brand-making Model in Public NGOs

نویسندگان [English]

  • Abdolrahim Navehebrahim 1
  • Mohammad Hosein Afzalabadi 2
  • Bijan Abdollahi 3
  • Hosein Abbasian 4
1 Management, Educational, Kharazmi, Tehran, and Director General of Higher Education Planning, Ministry of Science
2 Management, Human Resources, Kharazmi, Tehran, Iran
3 Department of Management, Faculty of Management, Kharazmi University, Tehran, Iran
4 Department of Management, Faculty of Management, Kharazmi University, Tehran, Iran
چکیده [English]

This research is intended to design a brand-making model for the employers of public non-governmental organizations. This applied research follows combined method (qualitative and quantitative), and employs survey method for data collection. The outcome of the qualitative phase of the research led to the designing of the conceptual employer bran-making model in the social security organization. In the quantitative phase, the model was validated by the experts and the reference group. Using structural equation modeling method with the help of PLS ​​software, the researcher found out that all aspects of the underlying factors of internal and external employer brand-making, as well as the identified structures regarding the internal and external implications, were significantly higher than 2.58 at an error level of 0.01 with an appropriate factor load. This indicates that the final employer bran-making model is confirmed.

کلیدواژه‌ها [English]

  • employer brand-making
  • public non-governmental organizations
  • structural equation modeling

دلاور، علی (1393)، روش تحقیق در روان‌شناسی و علوم تربیتی، انتشارات ویرایش، چاپ چهل و یکم.

رحیمیان، اشرف (1392)، برند کارفرما، راهبرد نوین مدیریت سرمایه‌های انسانی، فصلنامه پژوهش‌های مدیریت منابع انسانی، سال پنجم، شمارۀ 2: 150-127.

سرمد، زهره؛ بازرگان، عباس و حجازی، الهه (1391)، روش‌های تحقیق در علوم رفتاری، انتشارات آگاه، چاپ سوم.

Aggerholm, Helle K., Andersen, Sophie e. & Thomsen, Christa. (2011). Conceptualising employer branding in sustainable organisations. Corporate communications: An International Journal. Vol. 16, No. 2, 2011. Pp. 105 -123. Emerald Group Publishing Limited.

Alanik. Mork., Linn Viktoria., Kenning, Peter (2014). Employer brand trust and affect: linking brand personality to employer brand attractiveness , European Journal of Marketing,Vol. 48 No. 1/2, 2014,pp. 218-236.

Altbach, P. G. (2000), “The Changing Academic Workplace: Comparative Perspectives, Center for International Higher Education, Lynch School of Education, Boston College, Chestnut Hill, Massachusetts.

Ambler, T. & Barrow, S. (1996). The employer brand. Journal of Brand Management, 4(3), pp.185-206.

Andersson, Jonas ., Sandgren ,Robert (2013). Rich Media in Employer Branding , Department of Business Studies, Master thesis, Uppsala university.

Backhaus, K, 2004. An exploration of corporate recruitment descriptions on monster.com. Journal of Business Communication, 41 (2), 115-120.

Barrow, S. and Mosley, R. (2005), The Employer Brand: Bringing the Best of Brand. Management to People at Work, Chichester: John Wiley & Sons.

Berthon, P. /Ewing, M. Hah, L. L. (2005): Captivating company: dimensions of attractiveness in employer branding, in: International Journal of Advertising, Vol. 24, No. 2, and S. 151-172.

Biswas, Mukesh and Suar, Damodar (2014), Which Employees’ Values Matter Most in the Creation of Employer Branding? Journal of Marketing Development and Competitiveness, vol. 7(1(.

Cachelin, J. L. Bodderas, M. Maas, P. (2009):HoheErwartungen. Die Befragung von Mitarbeitern eines Schweizer Unternehmens hilft die Struktur des Employer Brandings aufzuschliisseln, in: Personal, H. 5, S. 22-24.

Edwards, M. R. (2010), “An integrative review of employer branding and OB theory ”, Personnel Review, Vol. 39, No.l, 5- 23.

Erkander, Malin., Sjunnesson, Astrid (2013). Employer branding :A faddish way of labeling operations Or  a valuable contribution to HRM?, Department of Business Studies Marketing, Organization and International Business Bachelor Thesis.

Gaddam, Soumya. (2008). Modeling Employer Branding Communication: The Softer Aspect of HR Marketing

Heilmann, Pia., Saarenketo, Sami and Katja Liikkanen(2013). Employer branding in power industry, International Journal of Energy Sector,Management,Vol. 7 No. 2, pp. 283-302.

Henseler, j.,Ringle, C. M., & Sinkovics, R. R., (2009). The use of partial least squares path modeling in international marketing. Advances in International Marketing, 20,277-320.

Highhouse, S. Lievens, F. Sinar, E. F. (2003): Measuring Attraction to Organizations, in: Educational and Psychological Measurement, Vol. 63, No. 6, S. 986-1001.

Ivens, Bjorn S. (2011), Scale development in employer branding, marketing, 29.-30. september, Berlin.

Jonze ,Johanna, Öster, Hedvig (2013). Employer branding in human resources, Företag sekonomiska institutionen ,Kandidatuppsats HT 2012,Johanna Jonze & Hedvig Öster,Handledare: Katarina Hamberg Lagerström.

Kolle, S. (2011). Alignment of Internally and Externally Aimed Employer Branding Effors; A Case Study of the Novo Nordisk Employer Branding Programme ‘life Changing Caareers, Bachelor Thesis.

Kumar Dawn, S. & Biswas, S. (2010). Employer Branding: A New Strategic Dimension of Indian Corporations, Asian Journal of Management Research, ISSN 2229 – 3795.

Liem, Pretty., Abma, Ruud., du Fossé ,Doreen (2013). Employer branding A qualitative research at Pathé, University of Utrecht ,Faculty of Social Sciences, Interdisciplinary Social Sciences ,Master thesis: Social Policy and Social Interventions.

Lores, Susana Fernandez., Gavilan ,Diana., Avello, Maria., Blasco, Francisca(2015). Affective commitment to the employer brand:Development and validation of a scale, BRQ Business Research Quarterly, BRQ-38; No. of Pages 15.

Moroco, L. and Uncles, D. M. (2009), ‘Employer branding and market segmentation ”, Journal of Brand Management, Vol. 17, Issue 3, 181-196.

Moser ,Rafael Rodrigo., Björn Käck, Thor(2013). Employer Branding Measuring the practical effects of a  heoretically sound EVP A Case Study of ABB, School of Business, Society and Engineering, (EST) EFO 703, Bachelor Thesis in Business Administration, 15 ECTS.

Reichert, S. (2009), “Institutional Diversity in European Higher Education: Tensions and challenges for policy makers and institutional leaders”, European University Association, Brussels.

Schwoerer, C. Rosen, B. (1989): Effects of Employment-at- Will Policies and Compensation Policies on Corporate Image and Job Pursuit Intentions, in: Journal of Applied Psychology, Vol.74, No. 4, S. 653-656.

Sivertzen, Anne-Mette., Nilsen, Etty Ragnhild and Anja H. Olafsen(2013). Employer branding: employer  attractiveness and the use of social media, Journal of Product & Brand Management 22/7 (2013) 473–483.

Srivastava, Pallcivi/ Bhatnagar, Jyotsana (2010), “Employer Brand for Talent Acquisition: An Exploration towards its Measurement, ” VISION-The Journal of Business Perspective, 14 (1&2), 25-34.

Tran Duc, Nha (2013). Employer Branding for SMEs: Attracting Graduating Students in IT Industry, Kajaani University of Applied Sciences,Heilbronn University of Applied Sciences,School of Business,Degree Program in Business Management.

Wong, Hendriatta (2014).  The influnce of employer branding on employee.  A thesis submitted to The University of Manchester for the degree of Doctor of Business Administration In the Faculty of Humanities.