طراحی مدل بهینه برند منابع انسانی در سازمان های دولتی (در راستای بهره وری منابع انسانی)

محورهای موضوعی : مدیریت بازرگانی

کریم اسگندری ¹ , نسرین جزنی ² , غلامرضا معمارزاده طهران ³ , مرتضی موسی خانی ⁴ , علی محتشمی ⁵

1 - گروه مدیریت دولتی، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران
2 - دانشیار، گروه مدیریت بازرگانی، دانشگاه شهید بهشتی، تهران، ایران
3 - دانشیار، گروه مدیریت دولتی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران
4 - استاد گروه مدیریت، دانشکده مدیریت، دانشگاه آزاد اسلامی، واحدعلوم وتحقیقات تهران، تهران، ایران
5 - دانشیار، گروه مدیریت صنعتی، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران

تاریخ دریافت : 1396/12/22 تاریخ پذیرش : 1397/06/19 تاریخ انتشار : 1397/12/01

کلید واژه: منابع انسانی, استنتاج فازی, برند منابع انسانی, ترکیب بهینه,

چکیده مقاله :

برندسازی منابع انسانی رویکرد نسبتاً جدید برگرفته از حوزه بازاریابی است و به منزله روح بازاریابی منابع انسانی است. این عرصه در حال ظهور، فرصت بزرگی برای توسعه مفروضات منابع انسانی و تثبیت موقعیت سازمان های دولتی به عنوان برند، فراهم می کند. هدف این پژوهش طراحی مدل بهینه برند منابع انسانی در سازمان های دولتی به روش استنتاج فازی می‌باشد. پژوهش حاضر به روش ترکیبی (کیفی-کمّی) انجام‌شده است. بر این اساس در بخش اول تحقیق به‌منظور ارائه مدلی جامع از برندسازی منابع انسانی، از روش پژوهشی کیفی فراترکیب استفاده‌شد. بدین ترتیب که بعد از شناسایی مقولات، مفاهیم و کدهای برند منابع انسانی، مدل مفهومی اولیه تحقیق شکل گرفت. در بخش دوم پژوهش برای ارائه ترکیب مطلوب مؤلفه های مدل به‌گونه‌ای که بتوان برند منابع انسانی را بهینه نمود از روش مدل‌سازی ریاضی (سیستم خبره فازی) استفاده گردید. نتایج تحقیق نشان می دهد که اگر کارکنان سازمان های دولتی؛ 3/13 درصد به بعد ارزش های سازمانی، 3/87 درصد به بعد ارزش های فرهنگی، 2/44 درصد به بعد ارزش های اجتماعی، 3/76 درصد به بعد ارزش های فرهنگ ایرانی-اسلامی، 9/29 درصد به بعد شایستگی های فردی، 6/88 درصد به بعد شایستگی های تخصصی و 3/29 درصد به بعد برند کارفرما توجه و تمرکز نمایند، آنگاه برند منابع انسانی آنها به میزان 5/49 درصد بهینه می شود.

چکیده انگلیسی:

Human resource branding is a relatively new approach taken from the field of "marketing" which is regarded as the essence of human resource marketing. This emerging arena provides a tremendous opportunity for enhancing human resource assumptions and stabilizing estate organizations as brands. This mixed-method study was undertaken to design an optimal model of human resource brand in estate organizations based on the Fuzzy Inference Method. The first phase of the study, thus, employed a qualitative method to propose a comprehensive model of human resource branding. Further, the initial conceptual model of the research was formed after the categories, concepts and codes of the human resource brand were identified.In the second phase, the mathematical model of Fuzzy Expert System was employed to provide a desirable combination of the components of the model that could optimize the human resource brand. The findings emerging from the study revealed that human resource brand of the organization employees can be optimized by 49.5 if they concentrate on organizational values (13.3%), cultural values (17.7%), social values (44.2%), Iranian-Islamic cultural values (76.3%), Individual competencies (29.9%), professional competencies (88.6%), and employer's brand (29.3%).

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