اعتبارسنجی مدل برندسازی سامانه (سیستم) منابع انسانی

نوع مقاله : پژوهشی ( با رویکردهای کمی)

نویسندگان

1 دانشجوی دکتری مدیریت دولتی دانشگاه آزاد اسلامی واحد تهران جنوب

2 استاد تئوری مدیریت، مدیریت دانش و استراتژیک، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران

3 استاد مدیریت دولتی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران

4 عضو هیات علمی گروه مدیریت دولتی، دانشکده مدیریت، واحد تهران جنوب، دانشگاه آزاد اسلامی، تهران، ایران

10.52547/jpap.2021.213116.0

چکیده

هدف: برند منابع انسانی، به­عنوان یک منبع مزیت رقابتی استراتژیک برای سازمان­ها، مبنایی برای بحث و تحقیق پژوهشگران حوزه مدیریت، در سال­های اخیر بوده است. درحالی­که اصطلاح "برند منابع انسانی" بیانگر شهرت یک سازمان و ارتباط آن با جامعه به طور عام و متقاضیان استخدام به طور خاص است؛ جهت بهره­مندی از مزایای بی­شماری که می­توان برای آن برشمرد، باید به حوزه برندسازی منابع انسانی وارد شد و ضمن شناسایی الزامات برندسازی موفق در حوزه منابع انسانی، از مدلی مناسب برای اجرایی­کردن هدف­ها و الزامات برندسازی منابع انسانی استفاده کرد.روش­ شناسی: این پژوهش در چارچوب رویکرد کمّی و با به­کارگیری روش معادلات ساختاری انجام شده است. برای جمع­آوری داده­ها به توزیع پرسشنامه محقق ساخته در چند شرکت پرداخته شده است و پس از جمع آوری داده­ها، بررسی و تحلیل داده­ها با استفاده از نرم افزار ایموس پرداخته شده است.یافته­ها: یافته­ها ارائه مدلی شامل مقوله اصلی (سامانه منابع انسانی)، شرایط علّی (برند داخلی، برند سازمان، حمایت مدیران ارشد، استعدادیابی)، بستر حاکم (انگارش کارکنان به سازمان و سازمان به کارکنان، همسویی برنامه­های سامانه منابع­انسانی با راهبرد سازمان، محیط رقابتی و پویا)، شرایط مداخله­گر (قابلیت‌کنترل‌کارکنان مستعد، مطابقت سیستم منابع انسانی موجود، عدالت سازمانی، مدیریت عملکرد ، رفتارهای غیرشخصی در سازمان، فرهنگ سازمان مناسب)، راهبردها (برندسازی سامانه منابع انسانی، راهبرد فرآیندی) و پی­آمدها (فردی، سازمانی، ملّی و بین­المللی) است که ارتباط بین هریک از متغیرها، به عنوان فرضیه های پژوهش تایید شده است.  نوع مقاله: مقاله علمی. 

کلیدواژه‌ها


عنوان مقاله [English]

A Model for Branding Human Resource System with SEM

نویسندگان [English]

  • mina Beig 1
  • Hossein RahmansereshtPh.D. Condidate of 2
  • Fattah Sharifzadeh 3
  • Seyed Ahmad Hosseini Golafshani 4
1 Ph.D. Condidate of Public Management, Human Resources Management, Department of Public Management, Tehran South Branch, Islamic Azad University, Tehran, Iran.
2 Faculty of Management and Accounting, Allameh Tabatabaei University, Tehran, Iran
3 Faculty of Management and Accounting, Allameh Tabatabaei University, Tehran, Iran
4 Department of Management, Faculty of Management, Tehran South Branch, Islamic Azad University, Tehran, Iran
چکیده [English]

Objective: As a source of strategic competitive advantage for organizations, the Human Resources Brand has been the basis for research and development by management researchers in recent years. While the term "human resources brand" refers to the reputation of an organization and its relationship with society in general and job seekers in particular; To take advantage of the myriad benefits that can be enumerated, one must enter the field of human resource branding and while identifying the requirements of successful branding in the field of human resources, a suitable model to implement the goals and requirements of Human resource branding requirements.Methodology: This research has been done in the framework of quantitative approach and using the method of structural equations. To collect the data, the researcher-made questionnaire was distributed in several companies and after collecting the data, the data were analyzed by using Amos software.Results: Results Presenting a model including the main category (human resource system), causative conditions (internal brand, organization brand, Senior management support, talent identification), the platform of the ruler (the attitude of the staff to the organization and the staff towards the employees, the alignment of the resource system with the organization's strategy, the competitive environment and the dynamic environment), the conditions of the intervention (ability to control potential employees, compliance with existing human resources system, organizational justice, performance management, impersonal behaviors in the organization, appropriate organizational culture ability to control potential employees, compliance with existing human resources system, organizational justice, performance management, impersonal behaviors in the organization, appropriate organizational culture), strategies (Human resource management, process strategy), and outcomes (individual, organizational, national, and international). that the relationship between each of the variables has been confirmed as research hypotheses. that the relationship between each of the variables has been confirmed as research hypotheses.

کلیدواژه‌ها [English]

  • "Human Resource Branding"
  • "Employer Branding"
  • "Internal Branding"
  • "Human Resources System"
  • "SEM"
  1. Abarashi, Ahmad; Hosseini, Seyed Yaghoub., (2012), Structural Equation Modeling, Sociologists Publishing, Tehran.
  2. Abedi, Ehsan; Jamalo, Fatemeh., (2017), "Study of Factors Affecting Organizational Brand Identity and Its Impact on Brand Performance and Satisfaction of Alborz Insurance Employees (Case Study: Employees of Tehran Province)", Journal of Business Management, Faculty of Management, University of Tehran, Volume 9, No. 3, pp. 640-617.
  3. Ahmad, Fauziah Sh.; Quoquab, Farzana; Bahrun, Rohaizat; Mansour, Mohamad Naqiuddin Md.; (2014) Branding Leadership in Malaysian SMEs, Procedia - Social and Behavioral Sciences 130, 54 – 58
  4. Akerlof, George A. (1970), The Market for "Lemons": Quality Uncertainty and the Market Mechanism, The Quarterly Journal of Economics, Vol. 84, No. 3, pp. 488-500.
  5. Alniacik, Esra; Alniacik, Umit;(2012) Identifying dimensions of attractiveness in employer branding:effects of age, gender, and current employment status, Procedia - Social and Behavioral Sciences 58, 1336 – 1343.
  6. Alniacik, Esra; Alniacik, Umit; Erat, Serhat; Akcin, Kultigin;(2014) Attracting Talented Employees to the Company: Do We Need Different Employer Branding Strategies in Different Cultures?, Procedia - Social and Behavioral Sciences 150, 336 – 344.
  7. Alipour, Mahmoud. (2016), Identifying and prioritizing the factors affecting human resource branding from the perspective of the labor force of Khuzestan province, Master Thesis, Shahid Chamran University of Ahvaz, Supervisor: Farajollah Rahimi, Mehdi Nadaf.
  8. Armstrong, (2017). ARMSTRONG’S HANDBOOK OF HUMAN RESOURCE MANAGEMENT PRACTICE. Printed and bound in the UK by Ashford Colour press Ltd.
  9. Beig, Mina; Rahmansarsht, Hossein; Sharifzadeh, Fattah, Hosseini Golafshani, Seyed Ahmad (2019), A model of human resource branding by Grounded Theory, Journal of Public Administration Perspective, 10 (3), 67-100
  10. Biswas, Mukesh., (2013), Employer Branding: A Human Resource Strategy. See discussions, stats, and author profiles for this publication at: https://www.researchgate.net/publication/307599173
  11. Bloemer, J. and Odekerken-Schröder, G. (2002). Store satisfaction and store loyalty explained by

customer- and store-related factors. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 15, 68-80.

  1. Chhabra, Neeti Leekha; Sharma, Sanjeev; (2011), Employer Branding: Strategy for Improving Employer Attractiveness”, International Journal of Organizational Analysis.
  2. Collins, Christopher J. and Stevens, Cynthia Kay , (2002). "The Relationship Between Early Recruitment-Related Activities and the Application Decisions of New Labor-Market Entrants: A Brand Equity Approach to Recruitment " Articles & Chapters. Paper 43. http://digitalcommons.ilr.cornell.edu/articles/43.
  3. Debarliev, Stojan., Brzovska, Ezeni., Janeska – Iliev, Aleksandra., (2019), HR BRANDING AND THE POTENTIAL VALUE: EMPIRICAL EVIDENCE AND PRACTICAL IMPLICATIONS, Dynamic Relationships Management Journal, Vol. 8, No. 1
  4. Edwards, M. R., & Edwards, T. (2013). Employee responses to changing aspects of the employer brand following a multinational acquisition: A longitudinal study. Human Resource Management Journal, 52(1), 27–54.
  5. Eskandari, Karim; Jazani, Nasrin; Memarzadeh Tehran, Gholamreza; Musa Khani, Morteza; Mohtashami, Ali., (2018) "Designing the optimal model of human resources brand in government organizations (in terms of productivity)" Journal of Productivity Management, Twelfth Year, No. 47, 148-109.
  6. Farahi, Mohammad Mehdi (2013) Explain and present a model of human resource management brand, research in Astan Quds Razavi. PhD Thesis in Management. Faculty of Management, University of Tehran
  7. Figureska, Irena., Matuska, Ewa., (2013) EMPLOYER BRANDING AS A HUMAN RESOURCES MANAGEMENT STRATEGY, Human Resources Management & Ergonomics, Volume VII.
  8. Garas, Sally Raouf Ragheb, Ahmed Mahran, Amira Fouad, Hussein Mohamed, Hassan Mohamed, (2018) "Internal corporate branding impact on employees’ brand supporting behaviour", Journal of Product & Brand Management, Vol. 27 Issue: 1, pp.79-95, https://doi.org/10.1108/JPBM-03-2016-1112
  9. Ghasemi, Vahid, (2010), Structural Equation Modeling in Social Research Using Amos, Sociologists Publications, Tehran.
  10. Gond, J.-P., El Akremi, A., Swaen, V., & Babu, N. (2017). The psychological micro-foundations of corporate social responsibility: A person-centric systematic review. Journal of Organizational Behavior, 38(2), 225–246.
  11. Hajizadeh, Ebrahim; Asghari, Mohammad, (2011), Statistical methods and analysis with a view to research methods in biological and health sciences, Jahad Daneshgahi Publications
  12. Hendriks, M. (2016). Organizational reputation, organizational attractiveness and employer branding: Clarifying the concepts. Master thesis. Faculty of behavioral, management and social sciences Master Business Administration.
  13. Hooman, Heidar Ali., (2005) The book of Structural equation modeling using LISREL software, Samat Publications.
  14. Kapoor, V. (2010). Employer Branding: A Study of Its Relevance in India. Journal of Brand Management. 7(1/2), 51–75.
  15. Kim, Derrick & Sturman, C., Michaeal, (2012), HR Branding: How human resource can learn from product and service branding to improve attraction, selection and retention, Cornell Hospitality Report, 12(14), 6-17.
  16. King, C., & Grace, D. (2012). Examining the antecedents ofpositive employee brand-relatedattitudes and behaviours. European Journal of Marketing, 46, 469-488.
  17. Kirmani, Amna and Rao Akshay R. (2000), “No Pain, No Gain: A Critical Review of the Literature on Signaling Unobservable Product Quality,” Journal of Marketing, 64 (April), 66-79.
  18. Kopper , Denise Marie; Klein, Kristina and Volckner, Franziska., (2019), Gamifing employer branding: An integrating framework and research propositions for a new HRM approach in the digitized economy. Human Resource Management Review.
  19. Kucherov, D, and Zavyalova, E. (2012). Hrd practices and talen management in the companies with the employer brand. European Journal of Training and Development, 36(1), 86-104
  20. Love, Linda F; Singh, Parbudyal., (2011), Workplace Branding: Leveraging Human Resources Management Practices for Competitive Advantage Through ‘‘Best Employer’’ Surveys, Journal of Business and Psychology, J Bus Psychol (2011) 26:175–181.
  21. Martin, G., Gollan, P. J., & Grigg, K. (2011). Is there a bigger and better future for employer branding? Facing up to innovation, corporate reputations and wicked problems in SHRM. International Journal of Human Resource Management and Research, 22(17), 3618–3637.
  22. Minchington, B. (2010). Employer Brand Leadership: A Global Perspective. Torrensville. Collective Learning Australia.
  23. Miles S.J. and Mangold W.G.(2004), A conceptualization of the Employee Branding Process, Journal of Relationship Marketing, 3 (2/3), 65-87.
  24. Mirrlees, J. A. (1971), An Exploration in the Theory of Optimum Income Taxation, The Review of Economic Studies, Vol. 38, No. 2. (Apr., 1971), pp. 175-208.
  25. Molk, Andreas and Auer, Manfred, (2018), Designing brands and managing organizational politics: A qualitative case study of employer brand creation, European Management Journal, pages 485-496.
  26. Ong, LinDar (2011). “Employer Branding and its Influence on Potential Job Applicants و Lin Dar On” Australian Journal of Basic and Applied Sciences, 5(9): 1088-1092.
  27. Piehler, R., C. King, C. Burmann, and L. Xiong. (2016). The importance of employee brand

understanding, brand identification, and brand commitment in realizing brand citizenship behaviour. European Journal of Marketing 50 (9/10):1575–1601.

  1. Punjaisri, K., and A. Wilson. (2017). The role of internal branding in the delivery of employee brand promise. Journal of Brand Management 15 (1): 57–70.
  2. Sally Raouf Ragheb Garas, Amira Fouad Ahmed Mahran, Hassan Mohamed Hussein Mohamed, (2018) "Internal corporate branding impact on employees’ brand supporting behaviour", Journal of Product & Brand Management, Vol. 27 Issue: 1, pp.79-95, https://doi.org/10.1108/JPBM-03-2016-1112
  3. Saemian, Sedigheh., (2014) Identifying the factors affecting personal brand competencies in the field of human capital, Journal of Human Resources Education and Development, First Year, No. 3, 153-131
  4. Sarmad, Zohreh, Bazargan, Abbas and Elahe Hejazi (2015), Research Methods in Behavioral Sciences, Agah Publishing, Tehran.
  5. Sarshar, E., & Samiei, R. (2019). Identifing the Components of Human Resource Improvement with an Emphasis on Meritocracy in the Iranian Government. Journal of Public Administration Perspective, 10(4), 176-191.
  6. Shariq, Mohammad., (2018), BRAND EQUITY DIMENSIONS-A LITERATURE REVIEW, International Research Journal of Management and Commerce, Volume 5, Issue3. 312- 330
  7. Singh, M. (2012),Employee Branding Through Talent Management for Customer Satisfaction. IOSR Journal of Business and Management (IOSRJBM), 2(3).
  8. Spence, Michael., (1978), Job Market Signaling, The Quarterly Journal of Economics, Vol. 87, No. 3, pp. 355-374.
  9. Subramony, M. and Holtom, B.C. (2012), “The long-term influence of service employee attrition on customer outcomes and profits”, Journal of Service Research, Vol. 15 No. 4, pp. 460-473.
  10. Terglav, K., Konecnik, M. and Kase, R. (2016), “Internal branding process: exploring the role of mediators in top management’s leadership-commitment relationship”, International Journal of Hospitality Management, Vol. 54, pp.1-11.
  11. Thackeray R, Neiger BL., Hanson CL, McKenzie JF. (2008). Enhancing promotional strategies within social marketing programs: use of Web 2.0 social media. Health Promotion Pract. 9:338
  12. Vickrey, William (1961) “Counterspeculation, Auctions and Competitive Sealed Tenders,” Journal of Finance, 16, 8—39.
  13. Zeithaml, V., Berry, L., & Parasuraman, A. (1996). The behavioural consequences of service quality. Journal of Marketing, 60(2), 31–46.