شناسایی ابعاد و مولفه های برندسازی شخصی کارمند با روش آمیخته (مطالعه موردی: صنعت بیمه ایران)

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

مراجع

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پژوهش های مدیریت در ایران
دوره 24، شماره 3
مهر 1399
صفحه 91-116

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