سنجش برندکارفرما

نوع مقاله: مقاله پژوهشی

نویسندگان

1 دانشیار گروه مدیریت، دانشکده اقتصاد، مدیریت و علوم اجتماعی ، دانشگاه شیراز

2 دانشیار، گروه مدیریت، دانشکده اقتصاد، مدیریت و علوم اجتماعی، دانشگاه شیراز

3 دانش‌آموخته کارشناسی‌ارشد مدیریت منابع انسانی دانشکده اقتصاد، مدیریت و علوم اجتماعی دانشگاه شیراز

چکیده

پژوهش حاضر به منظور ارائه مدلی جهت سنجش برندکارفرما و نیز سنجش برندکارفرما در شرکت زرین غزال طراحی گردیده است. بدین صورت که با مرور ادبیات و پیشینه موضوع، به برآورد ابعاد برندکارفرما مبادرت و سپس به  سنجش برندکارفرمای شرکت مذکور می­پردازد. پژوهش حاضر از نظر هدف در زمره تحقیقات توسعه­ای و نیز تحقیقات کاربردی قرار گرفته و با توجه به نحوه گردآوری داده­های لازم، پیمایشی و از نوع توصیفی می­باشد. داده­های لازم توسط پرسشنامه بومی­سازی شده متناسب با مدل پژوهش، از کارکنان و متقاضیان استخدام در شرکت زرین غزال جمع­آوری گردیده و  نتایج حاصل از تحلیل عاملی تأییدی، حاکی از این است که برندکارفرما را می­توان در ابعاد پنجگانه اقتصادی با سه شاخص، کارکردی با پنج شاخص، اجتماعی با یازده شاخص، توسعه­ای با پنج شاخص و پیام­رسانی با هفت شاخص، مورد سنجش قرار داد. محاسبه میانگین و انحراف معیار پاسخ­ها گویای این امر است که در یک ارزیابی کلی وضعیت برندکارفرما در شرکت زرین غزال نسبتأ مناسب و از نظر ابعاد مختلف برندکارفرما نیز بالاترین میانگین را در بعد اقتصادی و پایین­ترین را در بعد اجتماعی کسب می­کند.

کلیدواژه‌ها

عنوان مقاله [English]

Measuring Employer Brand

نویسندگان [English]

  • Habibollah Ranaei Kordshouli 1
  • Abolghasem Ebrahimi 2
  • Ali Asghar Mobasheri 3

1 Associate Professor, Faculty of Economy, Management and Social Sciences, Shiraz University, Shiraz, Iran

2 Associate prof., department of management, Faculty of Economics, Management and Social Sciences, Shiraz University, Shiraz, Iran.

3 Estahban

چکیده [English]

Present study is designed to provide a model for measuring employer brand and measuring employer brand in zarringhazal corporate. literature review of the subject used to estimate the dimensions of employer brand and then attempt to measure the company's employer brand. According to the purpose current study is a developmental and  applied research and research design and method of data gathering is Survey/ Descriptive. Needed data gathered with use of customized related questionnaire to the research model from Employees and job applicants of Zarringhazal corporate and the results of  Confirmatory factor analysis shows that an employer brand can be measured in five dimensions of economic with Three indicators, Functional with five indicators, social with eleven indicators, developmental with five indicators and messaging with seven indicators. Results of Mean and Standard deviation of answers also shows that in an overall assessment situation of employer brand in Zarringhazal corporate is relatively Appropriate and  gets the highest mean in the economic dimension and the lowest in the social.  

کلیدواژه‌ها [English]

  • Employer brand
  • employer brand dimensions
  • Employer brand measurement
  • employer brand models

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دوره 28، شماره 91
بهار 1398
صفحه 139-161
  • تاریخ دریافت: 07 مهر 1397
  • تاریخ پذیرش: 13 بهمن 1397