نویسندگان
1 استادیار، گروه مدیریت منابع انسانی، دانشکده مدیریت، دانشگاه خوارزمی، تهران، ایران
2 استادیار، گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه خوارزمی، تهران، ایران
3 دانشجوی دکتری مدیریت رفتار سازمانی، دانشکده مدیریت، دانشگاه خوارزمی، تهران، ایران
چکیده
برندسازی شخصی کارمند به عنوان یک مفهوم کلیدی برای موفقیت شخصی و سازمانی لازم و ضروری است. بدین منظور این تحقیق به دنبال شناسایی ابعاد و مولفههای برندسازی شخصی کارمند میباشد. این پژوهش از نظر هدف از نوع مطالعات توسعهای-کاربردی به شمار میرود که از نظر گردآوری دادهها از نوع توصیفی و از نظر قطعیت دادهها از نوع اکتشافی است. روش پژوهش آمیخته یا ترکیبی میباشد. روش کیفی و کمی مورداستفاده به ترتیب تحلیل مضمون و پیمایش است. جامعه آماری در بخش کیفی متون مرتبط با موضوع تحقیق و در بخش کمی کارشناسان، سرپرستان، مشاورین، معاونین و مدیران فعال حوزههای مختلف صنعت بیمه در شهر تهران بودند. ابعاد و مؤلفه‌های برندسازی شخصی کارمند از 28 منبع استخراج گردید. نتیجه بررسی و تحلیل ادبیات، استخراج 55 شاخص یا معرف، 6 مولفه و 2 بعد بود. بر همین اساس برندسازی شخصی کارمند دارای دو بعد فردی و بینفردی بوده که بعد فردی شامل مولفههای دانش، مهارت و توانایی، شخصیت و نگرش بوده و بعد بینفردی مولفههای هوش عاطفی، تصویرسازی ذهنی (تاثیرگذاری) و تعامل اجتماعی را دربرمیگیرد. در بخش کمی روایی محتوایی پرسشنامه توسط 30 نفر از خبرگان مورد تایید قرار گرفت. برای تحلیل دادههای حاصل از پرسشنامه تناسبسنجی از مدلسازی معادلات ساختاری و نرمافزار Pls استفاده شد و نتایج آن نشان داد که الگوی ابعاد و مولفههای برندسازی شخصی کارمند از برازش مطلوبی برخوردار است.
کلیدواژه‌ها
عنوان مقاله [English]
Identify the dimensions and components of employee personal branding by mixed method (Case study: Iran Insurance Industry)
نویسندگان [English]
- Akbar hassanpoor 1
- Yousef Vakili 1
- Hossein Norouzi 2
- farshid khamoie 3
چکیده [English]
Employee personal branding is essential as a key concept for personal and organizational success. To this end, this research seeks to identify the dimensions and components of employee personal branding. This research, in terms of the purpose, is development-functional type and in terms of data collection is descriptive and in terms of data certainty, it's kind of exploratory. The research method is mixed. The qualitative and quantitative methods are used content analysis and survey, respectively. The statistical population was in the qualitative part of the texts related to the research subject and in the quantitative part were experts, supervisors, consultants, deputies and active managers of different fields of insurance industry in Tehran. Dimensions and components of Employee personal branding were extracted from 28 sources. The result of literature review and analysis was the extraction of 55 Indicator or reagent, 6 components and 2 dimensions. Accordingly, the Employee personal branding has two individual and interpersonal dimensions, that The individual dimension includes the Components of knowledge, skills and abilities, personality and attitude, and the interpersonal dimension includes the Components of emotional intelligence, mental impression and social interaction. in the quantitative part The content validity of the questionnaire was confirmed by 30 experts. For structural equation modeling and Pls software were used to analyze the data obtained from the proportionality questionnaire and The results showed that the model dimensions and components of personal branding of the employee have a good fit.
کلیدواژه‌ها [English]
- : Personal Branding
- Employee personal branding
- Iran Insurance Industry
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