نوع مقاله : مقاله علمی - پژوهشی
نویسندگان
1 دانشگاه آزاد اسلامی واحد فیروزکوه دانشکده مدیریت
2 رئیس دانشکده مدیریت دانشگاه آزاد اسلامی واحد فیروزکوه
3 گروه مدیریت بازرگانی دانشکده مدیریت دانشگاه آزاد اسلامی واحد فیروزکوه
4 گروه مدیریت دولتی دانشکده مدیریت دانشگاه آزاد اسلامی واحد فیروزکوه
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
Objective: The main purpose of this study was to investigate and provide a model for employer branding in Iranian private insurance companies.
Methodology: This study is applied with a developmental approach in terms of purpose, and in terms of data collection and data analysis, nature is qualitative research, and in terms of environmental studies is a survey. In-depth interviews and the questionnaire were used to collect data, as well as 22 insurance industry experts included managers of insurance companies in the field of human resources.
Findings: The research findings showed that the three stages of open coding, axial coding and selective coding indicated 16 general categories that in paradigm model included: causal conditions, axial category of competency, deployment strategies, contextual factors, and confounding conditions and facilitating conditions as well as the implications of the process of employer branding paradigm in insurance companies reflect the relationships between its various dimensions.
Conclusion: The results of the present study showed that employer branding in insurance companies based on work-life balance, rewards and benefits, social responsibility, organizational brand strength, internal branding, work environment, individual and professional competencies, culture and organizational environment will be proved.
JEL: M1,M21,M31
کلیدواژهها [English]