بررسی تاثیر برند سازی کارفرما بر رضایت شغلی کارکنان در صنعت بیمه خصوصی کشور با توجه به نقش میانجی مدیریت استعداد

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکترای مدیریت دولتی دانشگاه آزاد اسلامی واحد فیروزکوه

2 دانشیار گروه مدیریت دولتی و رییس دانشکده مدیریت دانشگاه آزاد اسلامی واحد فیروزکوه

3 استادیارگروه مدیریت بازرگانی دانشگاه آزاد اسلامی و احد فیروزکوه

4 گروه مدیریت دولتی، دانشکده علوم انسانی، دانشگاه آزاد اسلامی واحد فیروزکوه، فیروزکوه، ایران

چکیده

هدف اصلی مطالعه حاضر بررسی تاثیر برندسازی کارفرما بر رضایت شغلی کارکنان با توجه به نقش میانجی مدیریت استعداد در صنعت بیمه خصوصی کشور است. مطالعه حاضر بر اساس هدف، یک تحقیق کاربردی و از نظر روش توصیفی-پیمایشی است. جامعه آماری مطالعه حاضر را مدیران ستادی و شعب شرکت‌ های بیمه خصوصی کشور تشکیل می‌دهند که به منظور جمع آوری داده‌های پژوهش از پرسشنامه استفاده شده است. برآورد اولیه تعداد اعضای جامعه آماری را 1299 نشان داد که با توجه به تعداد بالای جامعه آماری به منظور تعیین اندازه نمونه از فرمول کوکران استفاده شد و تعداد 297 نفر به عنوان اندازه نمونه انتخاب شدند. به منظور تجزیه و تحلیل داده‌های تحقیق از روش مدل‌یابی معادلات ساختاری و نرم افزار Smart PLS استفاده شد. نتایج این مطالعه نشان داد مولفه‌های برندسازی کارفرما تاثیر مثبت و معناداری بر رضایت شغلی کارکنان دارد همچنین نتایج نشان داد مدیریت استعداد در صنعت بیمه خصوصی کشور نقش میانجی میان برندسازی کارفرما و رضایت شغلی دارد و بر همین اساس می‌توان گفت که به‌کارگیری ابعاد و مولفه-های برندسازی کارفرما بر رضایت شغلی کارکنان تاثیر بسزایی داشته و در این میان نقش مدیریت استعداد کارکنان بسیار حائز اهمیت و تعیین کننده است.

کلیدواژه‌ها


عنوان مقاله [English]

Investigating the effect of employer branding on employee job satisfaction in the private insurance industry of the country with regard to the mediating role of talent management

نویسندگان [English]

  • Manizheh Yadegari 1
  • Torag Mojibi 2
  • Niloofar Imankhan 3
  • Ali Mehdizadeh Ashrafi 4
1 PhD student in Public Administration, Islamic Azad University, Firoozkooh Branch
2 Associate Professor of Public Management and Head of the Faculty of Management, Islamic Azad University, Firoozkooh Branch
3 Assistant Professor of Business Management, Islamic Azad University and Ahad Firoozkooh
4 Department of Management,,Faculty of Humanities,,Islamic Azad University,Firoozkooh Branch, Firoozkooh , Iran
چکیده [English]

Employer branding refers to a group of economic, functional, and psychological benefits that are gained through employment. This study was carried out to investigate and provide an employer branding model in Iranian private insurance companies using the grounded theory (GT) qualitative technique. To this end, interviews were performed with 22 experienced experts of the Iranian insurance industry and senior managers of insurance companies operating in the sphere of human resources, and the required data was achieved from it. This is an applied study in terms of the purpose of research with a development approach in which the data collection is done qualitatively and, finally, is considered survey research in terms of environmental studies. In order to obtain information in this study, In-depth interviews are exploited. The three stages of open, axial, and selective coding resulting from the analysis of information and data presented 16 general categories in the form of a paradigm model that includes items such as causal conditions, meritocracy, deployment strategies, contextual factors, intervening conditions, facilitating conditions, and the consequences of the employer branding model process in private insurance companies and reveals the relationships between its various dimensions.

کلیدواژه‌ها [English]

  • Employer branding
  • Employee Job Satisfaction
  • talent management
  • private insurance industry
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