Designing an Employer Brand Model for Social Security Organization with an Emphasis on Internal Marketing

Subject Areas : Jounal of Marketing Management

Leila Beigloo ¹ , Karim Esgandari ²

1 - Ph.D. Marketing Manager, Tabriz Branch, Islamic Azad University, Tabriz, Iran
2 - Assistant Professor, Department of Business Administration, Payame Noor University, Tehran, Iran

Received: 2017-06-11 Accepted : 2019-03-12 Published : 2017-02-19

Keywords: Internal Branding, Brand, Employer Brand, Internal Marketing,

Abstract :

The purpose of this paper is to design an employer brand model for a social security organization with an emphasis on internal recruitment. The present research is in terms of method, survey, is descriptive-analytical in terms of type, and in terms of purpose, is applicable. The statistical population of the present study is the number of 250 people who manage the units of medical management and medical documents of the study organization.The sample size is estimated to be 151 people based on the Cochran formula.The sampling method is stratified randomly.The sampling method is stratified randomly.The validity of the questionnaire is figurative. Reliability of the questionnaire by Cronbach's alpha test for questionnaire was 923. Has-been approved. Findings of the research show that employer brand components include employee security, staffing training, employee generous reward, information sharing, employee empowerment, and reduced floor space in the organization. In this research, finally, a suitable model for employer branding in the social security organization with an emphasis on internal marketing was presented.