Background & Purpose: Aligning employees with the organization, as one of the fundamental strategies of human resource management, plays a decisive role in strengthening organizational identity, internal cohesion, and improving service quality in service-oriented organizations. In the meantime, the way employees understand, interpret, and align with the values, goals, and expectations of the organization can directly affect service delivery behaviors and the experience of service recipients. Accordingly, the purpose of this mixed study is to identify and explain the pattern of strategies for strengthening employee alignment with the organization.
Methodology: This research is classified as applied research in terms of nature and was conducted with a mixed approach in terms of data collection. In the qualitative part, the content analysis strategy was used, and in the quantitative part, the descriptive-survey strategy was used. The statistical population of the research in the qualitative part included experts in the field of human resource management, and in the quantitative part, staff managers and branch managers of Mellat Bank in Tehran. Research data was collected in the field through semi-structured interviews and questionnaires. Data analysis was performed in the qualitative part through coding and in the quantitative part using structural equation modeling.
Findings: Based on the analysis of research data, research strategies were divided into four main categories: employee training and empowerment, including brand-oriented behavior training and psychological empowerment, strengthening brand culture and values, including transferring organizational values, creating cultural synergy and inter-unit interactions, internal communication management, including developing information channels, Continuous feedback and evaluation, and motivational and reward mechanisms based on brand-oriented behavior, including encouraging brand-oriented behaviors and opportunities for organizational growth and advancement. Also, the quantitative data test indicated a good fit of the model.