Employer branding refers to a group of economic, functional, and psychological benefits that are gained through employment. This study was carried out to investigate and provide an employer branding model in Iranian private insurance companies using the grounded theory
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Employer branding refers to a group of economic, functional, and psychological benefits that are gained through employment. This study was carried out to investigate and provide an employer branding model in Iranian private insurance companies using the grounded theory (GT) qualitative technique. To this end, interviews were performed with 22 experienced experts of the Iranian insurance industry and senior managers of insurance companies operating in the sphere of human resources, and the required data was achieved from it. This is an applied study in terms of the purpose of research with a development approach in which the data collection is done qualitatively and, finally, is considered survey research in terms of environmental studies. In order to obtain information in this study, In-depth interviews are exploited. The three stages of open, axial, and selective coding resulting from the analysis of information and data presented 16 general categories in the form of a paradigm model that includes items such as causal conditions, meritocracy, deployment strategies, contextual factors, intervening conditions, facilitating conditions, and the consequences of the employer branding model process in private insurance companies and reveals the relationships between its various dimensions.
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