Designing a branding model of human resources in the field of health with an Islamic approach
Subject Areas : Branding
sahar
abedini
1
(kerman azad university)
saeed
sayadi
2
(keman azad university)
Keywords: brand, Islamic approach, human resources branding, health-care, human resourcesent,
Abstract :
Objective: The organizations’ ignorance or disregard for social norms and values can have many negative effects on their comprehensiveness and brand in the society. This research tries to answer some fundemental questions about the branding criteria based on Iranian-Islamic principles and presents a branding model of human resources applying Islamic culture and teachings.Research method: A mixed-method research design (qualitative and quantitative) was applied in this study and a survey was used to gather the required data. The data obtaibed from the qualitative phase of the study was used to offer a conceptual model for human resources branding.Accoringly, in the first phase of the research, in order to provide a comprehensive model, a meta-composite qualitative research method was used and after identifying the categories, concepts and codes of the human resources brand, Structural Modeling Method (ISM) was applied to provide the optimal combination of the components of the model in such a way that the relationship between the categories of the human resources brand can be determined. After the primary model was developed, it was validated therough Partial Least Squares (PLS) method.Findings: The intended model consists of 8 main categories (Islamic human resources branding, human resources performance evaluation, human resources training and development, organizational leadership, organizational justice, satisfaction and commitment of human resources, organizational culture and internal branding).Discussion and conclusion: Every health-care organization can use the Islamic indicators extracted in this research in addition to the scientific principles of meritocracy and talent management for its branding druring its talent-hunting process It can eventually complement its branding procedure by relying on religious and Islamic principles, and by hiring and maintaining talented human resources.
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