ارائه مدل پديدار شناسانه برند كارفرمايي با تأكيد بر سرمايه انساني در صنعت خودروسازي داخلي
محورهای موضوعی : بازاریابی
اصغر جبارزاده پرنق
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حمیدرضا سعیدنیا
2
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عبدالحسین کرمپور
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1 - گروه مدیریت بازرگانی، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران.
2 - گروه مدیریت بازرگانی، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران
3 - گروه مدیریت بازرگانی، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران
کلید واژه: پديدار شناسانه, برند كارفرمايي, سرمايه انساني, صنعت خودروسازي داخلي, رویکرد ترکیبی ,
چکیده مقاله :
زمینه و هدف: امروزه با توجه به تغییرات سریع در بازار کار و نیازهای کارمندان، سازمان‌ها باید به‌طور مداوم برند کارفرمایی خود را ارزیابی و بهبود دهند تا بتوانند استعدادهای برتر خود را جذب و نگهداری کنند. چراکه این امر نه‌تنها به موفقیت سازمان کمک می‌کند، بلکه به ایجاد یک فرهنگ‌سازمانی مثبت و پربار نیز منجر خواهد شد. لذا در این پژوهش به ارائه الگوی پدیدارشناسانه برند كارفرمايي با تأكيد بر سرمايه انساني در صنعت خودروسازي داخلي پرداخته‌شده است. روش‌شناسی: در این مطالعه، پژوهشگر از رویکرد ترکیبی استفاده کرده است. برای این منظور، محقق در مطالعه اول، برای شناخت مؤلفه‌های پدیدارشناسانه برند كارفرمايي با تأكيد بر سرمايه انساني از رویكرد پدیدارشناسی و در مطالعه دوم، به آزمون مدل با استفاده از روش کمي پرداخته است. ابزار جمع‌آوری داده‌های موردنیاز در مطالعه اول، پروتکل و مصاحبه عميق، با هشت مدیر عالی صنعت خودروسازی كه حداقل پنج سال سابقه مدیریت عالی داشته باشند، چهار استاد بازاریابی كه در حوزه برند كارفرمایی صاحب تألیفات و مقالات علمی جدید بوده‌اند و سه مشتری بوده كه محقق با آن‌ها به اشباع نظری رسیده و در مرحله بعد، داده‌های موردنیاز بین 300 مشتری خودروساز داخلی و مدیران و كارشناسان شرکت‌های خودروساز داخلی كه در شهر تهران دفتر مركزی داشته‌اند توزیع و نهایتاً نتایج با نرم‌افزار پی ال اس تحلیل‌شده است. یافته‌ها: درنهایت محقق 150 کد باز را استخراج و بر اساس ادبیات نظری اقدام به کدگذاری محوری و انتخابی کرده و نتایج تحقیق خود را در قالب یک مدل شامل شش بعد اصلی شامل، شهرت سازمان، فرهنگ‌سازمانی، پیشنهاد ارزش كارفرمایی، روش‌های جذب سرمایه‌های سازمانی و خوش‌نامی برند كارفرما و بیست‌وچهار بعد فرعی ارائه کرده است. نتیجه‌گیری: نتایج پژوهش نشان داد که تصویر مثبت برند کارفرما می‌تواند به جذب مشتریان بیشتر و افزایش وفاداری آن‌ها به برند کمک کند داشته باشد.
Purpose: Today, due to the rapid changes in the labor market and the needs of employees, organizations must constantly evaluate and improve their employer brand in order to attract and retain their top talent. Because this will not only help the success of the organization, but will also lead to the creation of a positive and fruitful organizational culture. Therefore, in this research, the phenomenological model of the employer brand has been presented with an emphasis on human capital in the domestic automotive industry. Methodology: In this study, the researcher used a mixed approach. For this purpose, in the first study, the researcher investigated the phenomenological components of the employer brand with emphasis on human capital from the phenomenological approach, and in the second study, tested the model using a quantitative method The data collection tool required in the first study is the protocol and in-depth interviews with eight senior managers of the automotive industry who have at least five years of senior management experience, four marketing professors who have authored new scientific articles and publications in the field of employer branding, and three were clients. with which the researcher has reached theoretical saturation and in the next stage, the required data between 300 customers of domestic automobile manufacturers and managers and experts of domestic automobile manufacturers who have a central office in Tehran. Finding: In the end, the researcher extracted 150 open codes and based on the theoretical literature, he did central and selective coding and presented his research results in the form of a model including six main dimensions, including organization reputation, organizational culture, employer value proposition, methods of attracting funds. An organization and a good reputation of the employer brand and twenty-four sub-dimensions have been presented. Conclusion: The results of the research showed that the positive image of the employer's brand can help attract more customers and increase their loyalty to the brand.
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