طراحی مدل بهینه برند منابع انسانی در سازمان های دولتی (در راستای بهره وری منابع انسانی)
الموضوعات :
کریم اسگندری
1
,
نسرین جزنی
2
,
غلامرضا معمارزاده طهران
3
,
مرتضی موسی خانی
4
,
علی محتشمی
5
1 - گروه مدیریت دولتی، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران
2 - دانشیار، گروه مدیریت بازرگانی، دانشگاه شهید بهشتی، تهران، ایران
3 - دانشیار، گروه مدیریت دولتی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران
4 - استاد گروه مدیریت، دانشکده مدیریت، دانشگاه آزاد اسلامی، واحدعلوم وتحقیقات تهران، تهران، ایران
5 - دانشیار، گروه مدیریت صنعتی، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران
الکلمات المفتاحية: منابع انسانی, استنتاج فازی, برند منابع انسانی, ترکیب بهینه,
ملخص المقالة :
برندسازی منابع انسانی رویکرد نسبتاً جدید برگرفته از حوزه بازاریابی است و به منزله روح بازاریابی منابع انسانی است. این عرصه در حال ظهور، فرصت بزرگی برای توسعه مفروضات منابع انسانی و تثبیت موقعیت سازمان های دولتی به عنوان برند، فراهم می کند. هدف این پژوهش طراحی مدل بهینه برند منابع انسانی در سازمان های دولتی به روش استنتاج فازی می‌باشد. پژوهش حاضر به روش ترکیبی (کیفی-کمّی) انجام‌شده است. بر این اساس در بخش اول تحقیق به‌منظور ارائه مدلی جامع از برندسازی منابع انسانی، از روش پژوهشی کیفی فراترکیب استفاده‌شد. بدین ترتیب که بعد از شناسایی مقولات، مفاهیم و کدهای برند منابع انسانی، مدل مفهومی اولیه تحقیق شکل گرفت. در بخش دوم پژوهش برای ارائه ترکیب مطلوب مؤلفه های مدل به‌گونه‌ای که بتوان برند منابع انسانی را بهینه نمود از روش مدل‌سازی ریاضی (سیستم خبره فازی) استفاده گردید. نتایج تحقیق نشان می دهد که اگر کارکنان سازمان های دولتی؛ 3/13 درصد به بعد ارزش های سازمانی، 3/87 درصد به بعد ارزش های فرهنگی، 2/44 درصد به بعد ارزش های اجتماعی، 3/76 درصد به بعد ارزش های فرهنگ ایرانی-اسلامی، 9/29 درصد به بعد شایستگی های فردی، 6/88 درصد به بعد شایستگی های تخصصی و 3/29 درصد به بعد برند کارفرما توجه و تمرکز نمایند، آنگاه برند منابع انسانی آنها به میزان 5/49 درصد بهینه می شود.
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Backhaus, K., & Tikoo, S.(2004), Conceptualizing and Researching Employer Branding. Career Development International, 9(5), 501-517.
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Baron R.(2001), Emotional Intelligence and Self-Actualization. New York: Psychology Press.
Berger, L.A.(2004), Four Steps to Creating a Talent Management System. New York: McGraw-Hill.
Berthon, P., Ewing, M., & Hah, L.L.(2005), Captivating Company: Dimensions of Attractiveness in Employer Branding. International Journal of Advertising, 24(2), 151- 172.
Bolino, M. C., Turnley, W. H., & Bloodgood, J. M.(2002), Citizenship Behavior and the Creation of Social Capital in Organizations. Academy of Management Review, 27(4),505-522.
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Castro, A., & Armario, R.(2004), The Influence of Employee Organizational Citizenship Behaviour Customer Layalty. International Journal of Service Industry Management, 15(1).
Chernatony, L. (2006), From Brand Vision to Brand Evaluation. M.A. Butterworth-Heinemann.
Cobb, C. D., & Mayer, J.D.(2000), Emotional Intelligence: What the Research Says. Educational Leadership, 58(3), 14-8.
Conway, N., & Briner, R.B.(2005), Understanding Psychological Contracts at Work: A Critical Evaluation. Oxford University Press.
Denison, D., Cho, H. J., & Young, J.(2000), Diagnosing Organizational Culture: A Model and Method. Working paper, International for management development.
Esgandari, G. H., Esgandari, K., Beikzad, J., & Kordbacheh, S.H.(2012),The Effect of Manager’s Moral Intelligence on Their Communication Skills in the Social Welfare Organization, Quarterly Journal of Productivity Management, 6(2), 105-128, (In Persian).
Esgandari, K., & Naghipoor, V.(2014), The Role of Communicative Skills in Imam Ali’s Reign. Journal of Alavi Research Center, 5(10), 1-18, (In Persian).
Esgandari, K., & NiaziGhaziyani, F.(2016), Investigating the Effect of Professional Ethics of Managers on Their Social Responsibility in Oil Refining Company, Corporate Responsibility Conference in Petroleum, (In Persian).
Esgandari, K.(2009), Investigating the Relationship between Managerial Competitive Intelligence and Small Industries Development in East Azarbaijan Province. Master's Thesis, Bonab: Islamic Azad University, (In Persian).
Fathi, N., & Shabani Ravari, A.(2007), Scientific and Experimental Model for the Development of Saipa Future Managers, Tehran: Saipa Co Publishing, (In Persian).
Feghhizadeh, A. A., Vaezi, M., & Khatiriyan, S.(2014), The Spiritual Impact of Relying on God in the Quran and Traditions of Islam. Quarterly Insight and Islamic Training. 11(30), 1-18, (In Persian).
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Gholam Hossaini, E., Bejani, H., & Maleki Niya, E.(2010), Influencing Factors, Constituents and Consequences of Organization Citizenship Behavior. Semi-Annually Police Human Development, 7(31), 11-34, (In Persian).
Hadavand, M., & Farahmand, Y.(2014), Investigating the Impact of Internal Brand on Citizenship Behavior of the Case Study: Corp Naz Co., First International Brand Strategy Conference, (In Persian).
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Hajian, A. R., Sheikhuleslami, M., Homaei, R., Rahimi, F., & Aminoroaia, M.A.(2012), Relationship between Spiritual and Emotional Intelligence. Journal of Research in Behavioral Science, 10(6), 500-508, (In Persian).
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Harquail, C.V.(2006), Employees as Animate Artifacts: Employee Branding by Wearing the Brand. NJ: Lawrence ErIbaum.
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Hosseini, S. M., Dari, B., Ghuchani, F., Hadizadeh, A., & Saemiyan, S. (2014), Explaining the Pattern of Personal Brand Competency Development. Strategic Studies Quarterly, 17(66), 93-112, (In Persian).
Hosseini, S. Y., Mousavi, S. A., & Ziaei Bideh, A.(2013), Presenting a Model to Explain Employee Based Brand Equity in Commercial Insurance Companies of Yazd Province. Journal of New Marketing Research, 3(1), 1-16, (In Persian).
Hubert, K., & Rampersad, M.(2008), A New Blueprint for Powerful and Authentic Personal Branding. Performance Improvement, 6(47).
Ind, N.(2003), Inside out: How Employees Build Value. Journal of Brand Management, 10(6), 393-402.
JaamiPoor, M. (2014), Designing the Maturity Model of Knowledge Management Is Consistent with Business Strategies Using the Method of Meta-Synthesis. Phd Thesis, Tehran: Tehran University.
Keshkar, S., Ghafoori, F., & Aramon, S. (2016), Identifying Iranian Sport Human Brand Characteristics and the Rate of Social Acceptance of It in the Internal Products Marketing of Iran. Journal of Movement Science & Sports, 6(11), 91-104, (In Persian).
Khoshnood, E.(2011), The Effect of Main Dimensions of Job on Organizational Commitment of Employees of Sanandaj Social Security Organization. Master's Thesis, Sanandaj: Islamic Azad University, (In Persian).
Königová, M., & Urbancová, H.(2013), Evaluation of Factors influencing Human Resource Branding in the Czech Republic and the Slovak Republic. International Journal of Marketing and Human, 4(1), 59-67.
Kornberger, M.(2010), Brand Society: How Brands Transform Management and Lifestyle. Cambridge University Press.
Lair, D., Sullivan, K., & Cheney, G. (2005), Marketization and the Recasting of the Professional Self". Management Communication Quarter, 26(3).
Lari Semnani, B., & Sanavi Fard, R. (2014), Employee Branding Model Based On Individual And Organizational Values In The Iranian Banking Industry, Asian Economic and Financial Review, 4(12), 1726-1740, (In Persian).
Lynch, R.(2006), Corporate Strategy, Prentice Hall Education, Harlow, Essex.
Mangold, W., & Miles, S. J.(2007), The Employee Brand: Is Yours an all-Star?. Journal of Business Horizons, 50, 423-433.
MemarZade Tehran, G. H. & Vaziri Nezam Dost, M.(2010),Discover of Influencing Factors on Social Responsibility of Iranian Public Organizations-Tarasht Electricity Powerhouse. Quarterly Iranian Journal of Public Administration Mission, 1(2), 63-78, (In Persian).
Memon, A. M., & Kolachi, A. N. (2012),Towards Employee Branding: A Nexus of HR & Marketing. Interdisciplinary Journal of Contemporary Research in Business, 4(2), 51-52.
Miles, S. J., Mangold, G.(2004), A Conceptualization of the Eemployee Branding Process. Journal of Relationship Marketing, 3(2/3), 65-87.
Miles, S. J., & Mangold, W.G.(2005), Positioning Southwest Airlines through Employee Branding. Journal of Business Horizons, 48(6), 535-545.
Miles, S. J., & Mangold, W.G.(2005), Positioning Southwest Airlines through Employee Branding. Journal of Business Horizons, 48(6),535-545.
Mitchell, C.(2002), Selling the Brand Inside. Harvard Business Review, 80(1), 99-105.
Moradi, M., Khatooni, M., Zeighami, R., Jahani hashemi, H., & Sheikhi, M.(2013), Relationship between Professional Commitment and Job Satisfaction in Qazvin’s Pubic Educational Hospital Nurses. Medical Ethics Journal, 7(24), 55-78, (In Persian).
Morgan, M.(2011), Personal Branding: Create your Value Proposition. Strategic Finance magazine, 9(3), 13-28.
Niroomand, P., & Ranjbar, M.(2013), Provide a Proposed Framework of Merit-Based Considerations in the Effective Presence of Women in Public Relations, the National Women's Congress and Public Relations, Tehran, National Conference on Women and Public Relations, (In Persian).
Niroomand, P., & Ranjbar, M.(2013), The Role of Competency and Skill Training in the Development of Technology Capabilities of Technology Companies, Fourth National Conference on Technology Management, (In Persian).
Niroomand, P., Ranjbar, M., Saadi, M. R., & Amirshahi, M.(2012), Identifying and Classifying Mobile Business Models Based on Meta-Synthesis Approach. Journal of Information Technology Management, 4(10), 179-201, (In Persian).
Ong, L. D. (2011), Employer Branding and Its Influence on Potential Job Applicants. Australian Journal of Basic and Applied Sciences, 5(9), 1088-1092 .
Rabiei Mondajin, M., & Gholami, M. (2016), Investigating the Impact of Social Responsibility on Organizational Commitment (Sample Province Governorate Qom). Journal of Educational Administration Research Quarterly, 7(27), 69-98, (In Persian).
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