تاثیر برندینگ کارفرما بر تلاش داوطلبانه کارکنان با میانجی‌گری تعلق خاطر و انتظارات کارکنان

محورهای موضوعی : خطمشی‌گذاری عمومی در مدیریت

جواد فقیهی‌پور ¹ (دکتری مدیریت منابع انسانی دانشگاه تهران [e-mail])
سمیه فقیهی‌پور ² (کارشناس ارشد کارآفرینی گرایش سازمانی دانشگاه تهران)
نوش‌آفرین چترچی ³ (دانشجوی دکتری مدیریت کسب و کار سازمان مدیریت صنعتی)

تاریخ دریافت : 1395/06/23 تاریخ پذیرش : 1396/01/28 تاریخ انتشار : 1396/03/16

کلید واژه: رندینگ کارفرما, تعلق خاطر کارکنان, تلاش داوطلبانه, انتظارات کارکنان,

چکیده مقاله :

زمینه: این پژوهش با محوریت مدیریت منابع انسانی و در زمینه جذب و نگهداشت کارکنان در سازمان تامین اجتماعی صورت گرفت. هدف: هدف اصلی بررسی تاثیرگذاری متغیر برندینگ کارفرما بر متغیر تعلق خاطر کارکنان، تلاش داوطلبانه و انتظارات کارکنان بود. روش‌ها: تعداد 162 پرسشنامه در بین جمعیت آماری پژوهش توزیع گردید. روش تحقیق از نوع پیمایشی و همبستگی بود که با استفاده از پرسشنامه‌ای مشتمل بر چهار متغیر برندینگ کارفرما، تعلق خاطر کارکنان، تلاش داوطلبانه و انتظارات کارکنان صورت گرفت. ضمناً روایی پرسشنامه موصوف از نوع محتوایی و اعتبار آن از طریق ضریب آلفای کرونباخ عدد 774/0 گزارش گردید. یافته‌ها: نتایج نشان داد که بین تمامی متغیرهای پژوهش رابطه‌ معنی‌دار و مثبتی وجود دارد. برندینگ کارفرما توانست حدود 26 درصد از کل واریانس تعلق خاطر کارکنان، کمتر 1 درصد از کل واریانس تلاش داوطلبانه کارکنان، 45 درصد از کل واریانس انتظارات کارکنان را تبیین ‌کند. تعلق خاطر کارکنان نیز توانست حدود 25 درصد از کل واریانس تلاش داوطلبانه کارکنان را تبیین ‌کند و در نهایت انتظارات کارکنان، 23 درصد از کل واریانس تعلق خاطر کارکنان را پیش‌بینی نمود. نتیجه‌گیری: از تحلیل داده‌ها می‌توان نتیجه گرفت که برندینگ کارفرما تاثیر بسزایی بر میزان تعلق خاطر و انتظارات کارکنان دارد.

چکیده انگلیسی:

Background: This study focused on human resource management in the field of attracts and retain employees in the social security organization. Objective: The main objective of this study was to investigate the relationships and the effectiveness of employer branding on employee engagement variables, Discretionary Effort and employee expectations. Methods: In this regard, the number of 162 questionnaires was distributed among the study population. The survey research methods and solidarity that using a questionnaire consisted of four variables employer branding, employee engagement, Discretionary Effort and expectations of employees. There is also the type of content validity and its reliability through Cronbach's alpha coefficient was reported number 0.774. Results: The results showed that there is positive and significant correlation between all variables. Employer branding could receive about 26 percent of the total variance for employees, less than 1 percent of the total variance Discretionary Effort of employees and 45% of the total variance to explain the expectations of employees. Belonging about 25% of the total variance employees could Discretionary Effort to explain the staff and the expectations of employees, 23% of the total variance to predict which employees' concern. Conclusion:Data analysis we can conclude that employer branding is a significant impact on the level of engagement and expectations of employees.

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