طراحی مدل بهینه برند منابع انسانی در سازمان های دولتی (در راستای بهره وری منابع انسانی)
محورهای موضوعی : مدیریت بازرگانی
کریم اسگندری
1
(گروه مدیریت دولتی، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران)
نسرین جزنی
2
(دانشیار، گروه مدیریت بازرگانی، دانشگاه شهید بهشتی، تهران، ایران)
غلامرضا معمارزاده طهران
3
(دانشیار، گروه مدیریت دولتی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران)
مرتضی موسی خانی
4
(استاد گروه مدیریت، دانشکده مدیریت، دانشگاه آزاد اسلامی، واحدعلوم وتحقیقات تهران، تهران، ایران)
علی محتشمی
5
(دانشیار، گروه مدیریت صنعتی، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران)
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.
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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Berger, L.A.(2004), Four Steps to Creating a Talent Management System. New York: McGraw-Hill.
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Galavandi, H., Kabiri, A., & Soltanzadeh, V.(2014), A Study of the Relationship between Social Responsibility and Teamwork among the Staff of Urmia University. Journal of applied Sociology, 25(1), 111-120, (In Persian).
Ghiyasvand, A.(2016), Application of Statistics and SPSS Software in Data Analysis, Tehran: Tisa Publishing, (In Persian).
Gholam Hossaini, E., Bejani, H., & Maleki Niya, E.(2010), Influencing Factors, Constituents and Consequences of Organization Citizenship Behavior. Semi-Annually Police Human Development, 7(31), 11-34, (In Persian).
Hadavand, M., & Farahmand, Y.(2014), Investigating the Impact of Internal Brand on Citizenship Behavior of the Case Study: Corp Naz Co., First International Brand Strategy Conference, (In Persian).
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Harquail, C.V.(2006), Employees as Animate Artifacts: Employee Branding by Wearing the Brand. NJ: Lawrence ErIbaum.
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Hosseini, S. M., Dari, B., Ghuchani, F., Hadizadeh, A., & Saemiyan, S. (2014), Explaining the Pattern of Personal Brand Competency Development. Strategic Studies Quarterly, 17(66), 93-112, (In Persian).
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Ind, N.(2003), Inside out: How Employees Build Value. Journal of Brand Management, 10(6), 393-402.
JaamiPoor, M. (2014), Designing the Maturity Model of Knowledge Management Is Consistent with Business Strategies Using the Method of Meta-Synthesis. Phd Thesis, Tehran: Tehran University.
Keshkar, S., Ghafoori, F., & Aramon, S. (2016), Identifying Iranian Sport Human Brand Characteristics and the Rate of Social Acceptance of It in the Internal Products Marketing of Iran. Journal of Movement Science & Sports, 6(11), 91-104, (In Persian).
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Memon, A. M., & Kolachi, A. N. (2012),Towards Employee Branding: A Nexus of HR & Marketing. Interdisciplinary Journal of Contemporary Research in Business, 4(2), 51-52.
Miles, S. J., Mangold, G.(2004), A Conceptualization of the Eemployee Branding Process. Journal of Relationship Marketing, 3(2/3), 65-87.
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Azar Kaffashpour; S.R.(2001), Identifying Effective Factors of Iinternal Environment of Organization in Establishing Valuable Brands. Quarterly Journal of Business Administration Research, 3(5), 97-117, (In Persian).
Backhaus, K., & Tikoo, S.(2004), Conceptualizing and Researching Employer Branding. Career Development International, 9(5), 501-517.
Bakanauskienė, I., Bendaravičienė, R., Krikštolaitis, R., & Lydeka, Z.(2011), Discovering an Employer Branding: Identifying Dimensions of Employer’s Attractiveness in University. Organizacijų Vadyba, 59, 7-22.
Banyte, J., Stonkiene, E., & Piligrimienė, Z.(2011), Selecting Celebrities in Advertising: The Case of Lithuanian Sports Celebrity in Non-Sport Product Advertisement. Economics & Management, 16, 1215-1224.
Baron R.(2001), Emotional Intelligence and Self-Actualization. New York: Psychology Press.
Berger, L.A.(2004), Four Steps to Creating a Talent Management System. New York: McGraw-Hill.
Berthon, P., Ewing, M., & Hah, L.L.(2005), Captivating Company: Dimensions of Attractiveness in Employer Branding. International Journal of Advertising, 24(2), 151- 172.
Bolino, M. C., Turnley, W. H., & Bloodgood, J. M.(2002), Citizenship Behavior and the Creation of Social Capital in Organizations. Academy of Management Review, 27(4),505-522.
Brandt. E., & Kull, P. (2007). Talent Management: How Firms is Sweden Find and Nurture Value Adding Human Resources, Intarnationella Handelshogskolan, Available at:www.essays.se/ essay/.
Castro, A., & Armario, R.(2004), The Influence of Employee Organizational Citizenship Behaviour Customer Layalty. International Journal of Service Industry Management, 15(1).
Chernatony, L. (2006), From Brand Vision to Brand Evaluation. M.A. Butterworth-Heinemann.
Cobb, C. D., & Mayer, J.D.(2000), Emotional Intelligence: What the Research Says. Educational Leadership, 58(3), 14-8.
Conway, N., & Briner, R.B.(2005), Understanding Psychological Contracts at Work: A Critical Evaluation. Oxford University Press.
Denison, D., Cho, H. J., & Young, J.(2000), Diagnosing Organizational Culture: A Model and Method. Working paper, International for management development.
Esgandari, G. H., Esgandari, K., Beikzad, J., & Kordbacheh, S.H.(2012),The Effect of Manager’s Moral Intelligence on Their Communication Skills in the Social Welfare Organization, Quarterly Journal of Productivity Management, 6(2), 105-128, (In Persian).
Esgandari, K., & Naghipoor, V.(2014), The Role of Communicative Skills in Imam Ali’s Reign. Journal of Alavi Research Center, 5(10), 1-18, (In Persian).
Esgandari, K., & NiaziGhaziyani, F.(2016), Investigating the Effect of Professional Ethics of Managers on Their Social Responsibility in Oil Refining Company, Corporate Responsibility Conference in Petroleum, (In Persian).
Esgandari, K.(2009), Investigating the Relationship between Managerial Competitive Intelligence and Small Industries Development in East Azarbaijan Province. Master's Thesis, Bonab: Islamic Azad University, (In Persian).
Fathi, N., & Shabani Ravari, A.(2007), Scientific and Experimental Model for the Development of Saipa Future Managers, Tehran: Saipa Co Publishing, (In Persian).
Feghhizadeh, A. A., Vaezi, M., & Khatiriyan, S.(2014), The Spiritual Impact of Relying on God in the Quran and Traditions of Islam. Quarterly Insight and Islamic Training. 11(30), 1-18, (In Persian).
Galavandi, H., Kabiri, A., & Soltanzadeh, V.(2014), A Study of the Relationship between Social Responsibility and Teamwork among the Staff of Urmia University. Journal of applied Sociology, 25(1), 111-120, (In Persian).
Ghiyasvand, A.(2016), Application of Statistics and SPSS Software in Data Analysis, Tehran: Tisa Publishing, (In Persian).
Gholam Hossaini, E., Bejani, H., & Maleki Niya, E.(2010), Influencing Factors, Constituents and Consequences of Organization Citizenship Behavior. Semi-Annually Police Human Development, 7(31), 11-34, (In Persian).
Hadavand, M., & Farahmand, Y.(2014), Investigating the Impact of Internal Brand on Citizenship Behavior of the Case Study: Corp Naz Co., First International Brand Strategy Conference, (In Persian).
Hafeznia, M.(2016), An Introduction to the Research Method in the Humanities. Tehran: Samt Publishing, (In Persian).
Hajian, A. R., Sheikhuleslami, M., Homaei, R., Rahimi, F., & Aminoroaia, M.A.(2012), Relationship between Spiritual and Emotional Intelligence. Journal of Research in Behavioral Science, 10(6), 500-508, (In Persian).
Hamidianpur, F., Ziaei Bideh, A., & Saeeda Ardakani, M.(2013), Providing a Model for Assessing the Consequences of Employer Brand Equity with Use of SEM Approach. Quarterly Journal of Business Administration Research, 5(9), 1-20, (In Persian).
Hansen, F.(2007), What Is Talent?. Workforce Management, 86(1),12-13.
Harquail, C.V.(2006), Employees as Animate Artifacts: Employee Branding by Wearing the Brand. NJ: Lawrence ErIbaum.
Heydari, E.(2012), Investigating the Factors Affecting the Brand Performance of Employees with Internal Branding Approach (Case Study: Agricultural Bank of Iran). Master's Thesis, Tehran: Payam Noor University, (In Persian).
Hofstede, G.(1980), Culture's Consequences: International Differences in WorkRelated Values (Cross Cultural Research and Methodology). SAGE Publications.
Hosseini, S. M., Dari, B., Ghuchani, F., Hadizadeh, A., & Saemiyan, S. (2014), Explaining the Pattern of Personal Brand Competency Development. Strategic Studies Quarterly, 17(66), 93-112, (In Persian).
Hosseini, S. Y., Mousavi, S. A., & Ziaei Bideh, A.(2013), Presenting a Model to Explain Employee Based Brand Equity in Commercial Insurance Companies of Yazd Province. Journal of New Marketing Research, 3(1), 1-16, (In Persian).
Hubert, K., & Rampersad, M.(2008), A New Blueprint for Powerful and Authentic Personal Branding. Performance Improvement, 6(47).
Ind, N.(2003), Inside out: How Employees Build Value. Journal of Brand Management, 10(6), 393-402.
JaamiPoor, M. (2014), Designing the Maturity Model of Knowledge Management Is Consistent with Business Strategies Using the Method of Meta-Synthesis. Phd Thesis, Tehran: Tehran University.
Keshkar, S., Ghafoori, F., & Aramon, S. (2016), Identifying Iranian Sport Human Brand Characteristics and the Rate of Social Acceptance of It in the Internal Products Marketing of Iran. Journal of Movement Science & Sports, 6(11), 91-104, (In Persian).
Khoshnood, E.(2011), The Effect of Main Dimensions of Job on Organizational Commitment of Employees of Sanandaj Social Security Organization. Master's Thesis, Sanandaj: Islamic Azad University, (In Persian).
Königová, M., & Urbancová, H.(2013), Evaluation of Factors influencing Human Resource Branding in the Czech Republic and the Slovak Republic. International Journal of Marketing and Human, 4(1), 59-67.
Kornberger, M.(2010), Brand Society: How Brands Transform Management and Lifestyle. Cambridge University Press.
Lair, D., Sullivan, K., & Cheney, G. (2005), Marketization and the Recasting of the Professional Self". Management Communication Quarter, 26(3).
Lari Semnani, B., & Sanavi Fard, R. (2014), Employee Branding Model Based On Individual And Organizational Values In The Iranian Banking Industry, Asian Economic and Financial Review, 4(12), 1726-1740, (In Persian).
Lynch, R.(2006), Corporate Strategy, Prentice Hall Education, Harlow, Essex.
Mangold, W., & Miles, S. J.(2007), The Employee Brand: Is Yours an all-Star?. Journal of Business Horizons, 50, 423-433.
MemarZade Tehran, G. H. & Vaziri Nezam Dost, M.(2010),Discover of Influencing Factors on Social Responsibility of Iranian Public Organizations-Tarasht Electricity Powerhouse. Quarterly Iranian Journal of Public Administration Mission, 1(2), 63-78, (In Persian).
Memon, A. M., & Kolachi, A. N. (2012),Towards Employee Branding: A Nexus of HR & Marketing. Interdisciplinary Journal of Contemporary Research in Business, 4(2), 51-52.
Miles, S. J., Mangold, G.(2004), A Conceptualization of the Eemployee Branding Process. Journal of Relationship Marketing, 3(2/3), 65-87.
Miles, S. J., & Mangold, W.G.(2005), Positioning Southwest Airlines through Employee Branding. Journal of Business Horizons, 48(6), 535-545.
Miles, S. J., & Mangold, W.G.(2005), Positioning Southwest Airlines through Employee Branding. Journal of Business Horizons, 48(6),535-545.
Mitchell, C.(2002), Selling the Brand Inside. Harvard Business Review, 80(1), 99-105.
Moradi, M., Khatooni, M., Zeighami, R., Jahani hashemi, H., & Sheikhi, M.(2013), Relationship between Professional Commitment and Job Satisfaction in Qazvin’s Pubic Educational Hospital Nurses. Medical Ethics Journal, 7(24), 55-78, (In Persian).
Morgan, M.(2011), Personal Branding: Create your Value Proposition. Strategic Finance magazine, 9(3), 13-28.
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