نوع مقاله : پژوهشی
نویسندگان
1 استادیار گروه مدیریت بازرگانی، دانشگاه پیام نور، تهران، ایران
2 استادیار گروه مدیریت، دانشگاه پیام نور، تهران، ایران.
3 کارشناس ارشد مدیریت دولتی، دانشگاه آزاد اسلامی، واحد علوم و تحقیقات، تهران، ایران
چکیده
کلیدواژه‌ها
عنوان مقاله [English]
نویسندگان [English]
Background & Purpose: Nowadays, improving the performance of organizations requires having capable employees. With increasing emphasis on the importance of attracting and retaining talents, organizations make great efforts to improve the perception of their organization. This issue is manifested in the form of the employer's brand. Therefore, the current research aims to identify the employer's proposed value model; A study was conducted in a public organization.
Methodology: This research was conducted using a mixed method. In the qualitative part, the thematic analysis strategy was used and in the quantitative part, the survey strategy was used. Semi-structured interview and questionnaire were used to collect data. The interviews with 12 experts of a public organization were conducted in a snowball form until the theoretical saturation stage. In the quantitative section, the statistical population included managers and employees of the same public organization, and 384 people were selected as a sample using Cochran's formula.
Findings: The employer's proposed value model includes seven dimensions of appropriate service compensation (appropriate salary and benefits, income security, attractive and competitive reward, financing, fair reward), growth and learning opportunities (job training, opportunity for growth and development, learning and development, self-learning , in-service training), organization values (employee behaviors, employment conditions, respect for employees, respect for retired members, employees as capital and value), balance between work and life (attention to personal life, work flexibility, flexible working hours, customary working hours), image of the organization (success of the organization, reputation of the organization, image of the organization), work environment (supportive environment, work security, equipment and facilities, happy and non-mandatory working atmosphere, risk-taking at work, competitive working atmosphere, need for recognition communication) and the nature of the job (social aspect of a good job, specialized job, creative job, diverse tasks, job stability and opportunity for career advancement). the analysis of the quantitative data of the research indicated the suitability of the final model of the research.
Conclusion: The existence of competent, capable and expert forces is the driving force for the growth and excellence of the organization. Identifying the key components of the predictive model of the employer's brand and the value of the employer's proposals will provide the basis for effective recruitment and retention of employees and will help to create a favorable position of the organization in the market as well as its competitive stability.
کلیدواژه‌ها [English]
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