Social learning and social standing are the most effective main themes of branding public managers

Subject Areas : Educational management

Azam Sanaei ¹ , Akbar Etebarian Khorasgani ^{2 *} , Alborz Gheitani ³ , Ali Rashidpoor ⁴

1 - PhD student, Public Administration, Organizational Behavior, Department of Public Administration, Faculty of Management, Isfahan (Khorasgan) Branch, Islamic Azad University, Isfahan, Iran
2 - Associate Professor, Department of Management, Faculty of Islamic Governance, Islamic Azad University, Isfahan Branch (Khorasgan), Isfahan, Iran
3 - 3. Assistant Professor, Department of Public Administration, Faculty of Management, Isfahan (Khorasgan) Branch, Islamic Azad University, Isfahan, Iran.
4 - Assistant Professor, Department of Public Administration, Faculty of Management, Isfahan (Khorasgan) Branch, Islamic Azad University, Isfahan, Iran

Received: 2022-12-18 Accepted : 2023-01-26 Published : 2022-11-22

Keywords: Social status, Branding, Social learning, personal branding, managers',

Abstract :

Abstract;The purpose of this research is to determine social learning and social status as the most effective main axes of managers' branding. In this research, the qualitative method-interpretive theme analysis and metacombination with the philosophical approach of pragmatism has been used. Written documents related to branding and personal branding, such as books, treatises, articles, etc., were selected as the statistical population of the qualitative section; After searching, examining and screening the identified sources, 75 sources had related codes and were used. As a result of qualitative data analysis; 207 codes, 68 basic themes, 29 organizing themes and 8 overarching themes were identified. Based on this, the branding model of public managers includes dimensions such as; Social learning, social status, expertise, development-oriented ideal, dynamics of the organization's human resource management system, individual and organizational intelligence, self-branding and trust-building. In the continuation of the research and comment on the question raised regarding the most effective aspects of the branding model of public managers; With the help of experts and data processing with the Shannon entropy method, the weight of each of the concepts and the total weight of the codes of that concept were calculated and based on the obtained weights, the dimensions were separated and ranked. And finally, the dimensions of social learning and social status were identified as the most effective dimensions of branding of managers of government organizations.