A model for branding human resource system with Grounded Theory

Document Type : Research Article (with quantitative approaches)


1 Ph.D. Condidate of Public Management, Human Resources Management, Department of Public Management, Faculty of Management, Tehran South Branch, Islamic Azad University, Tehran, Iran

2 Professor of Human Resources Management, Department of Public Management, Faculty of Management, Tehran South Branch, Islamic Azad University, Tehran, Iran

3 Professor of Public Administration, Allameh Tabatabaei University, Tehran, Iran

4 Professor of Management, Department of Management, Faculty of Management, Tehran South Branch, Islamic Azad University, Tehran, Iran


This research has been carried out within the framework of qualitative approach. By applying the research data base of the grounded theory. In order to collect data, the presented literature in employee brand discussions, employer brand and human resources branding evaluated and the first 20 companies in the list of the best companies for work in the magazine of sunday times in 2019 and Semi-structured interview have been designed using a targeted sampling method with 30 resource managers, resource specialists and staff members. Data analysis was performed in three stages: 1.open coding, 2.axial coding and 3.selective coding. The results show that 260 codes or initial concepts, 85 concepts and 23 categories have been extracted from surveys and interviews. that are based on a paradigmatic 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 system with the organization's strategy, the competitive environment and the dynamic environment), the conditions of the intervention (uncontrollable prone to talented staff, -Not application of existing human resources system, organizational imbalance, inappropriate performance management, personal behaviors in organization, organization culture), strategies (Human resource management, process strategy), and outcomes (individual, organizational, national, and international).


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