طراحی مدل هویت سازمانی با تأکید بر نقش برند کارفرما با استفاده از نظریه داده ‌بنیاد (موردمطالعه شرکت سایپا)

نوع مقاله : علمی پژوهشی

نویسندگان

1 دانشجوی دکتری گروه مدیریت دولتی، دانشکده مدیریت، پردیس البرز دانشگاه تهران، تهران، ایران

2 دانشیار، گروه مدیریت بازرگانی، دانشکده مدیریت دانشگاه تهران، تهران، ایران

3 دانشیار، گروه مدیریت دولتی، دانشکده مدیریت دانشگاه تهران، تهران، ایران

4 استادیار، گروه پژوهش‌های آماری و فناوری اطلاعات، مؤسسه پژوهش و برنامه ریزی آموزش عالی، تهران، ایران

چکیده

امروزه سازمان‌های برتر در تلاشند تا کارکنان بالقوه حرفه‌ای و متخصص را جذب کنند و در حفظ منابع انسانی خود بکوشند. یک هویت سازمانی قوی بالطبع می‌تواند باعث نگهداری کارکنان شود. همچنین یک برند کارفرمای قوی از طریق مؤلفه‌های خود بر ایجاد هویت سازمانی قوی و در نتیجه حفظ و ماندگاری کارکنان اثر می‌گذارد. مقالة حاضر درصدد ارائه مدل هویت سازمانی با رویکرد برند کارفرما با بهره‌گیری از نظریه داده­بنیاد در شرکت سایپا است. در این میان اثری که برندکارفرما بر هویت سازمانی می‌گذارد، می‌تواند با توجه به اختلاف بین نسل‌های کاری و سابقه خدمت متفاوت باشد و موجب شود که کارکنان برای جذب شدن و ماندن در سازمان‌ها، اولویت‌هایشان تغییر نماید. این پژوهش از نظر هدف، کاربردی و ابزار گردآوری داده‌های آن مصاحبه است. اطلاعات با استفاده از روش داده­بنیاد بررسی گردید و مقوله­ها از طریق کدگذاری آزاد، محوری و انتخابی (گزینشی) تحلیل شد. در نهایت به صورت مدلی مبتنی بر اثر هویت سازمانی بر نگهداری کارکنان با تأثیر برند کارفرما به‌عنوان شرایط علّی و نیز ایجاد رضایت شغلی، تعهد سازمانی و بهره‌وری به‌عنوان راهبردها و تأثیر عوامل زمینه‌ای (محیطی) و مداخله‌گر ارائه گردید.

کلیدواژه‌ها


عنوان مقاله [English]

Designing an Organizational Identity Model with a Focus on the Role of Employer Brand Based on Grounded Theory: The Case of Saipa Corporation

نویسندگان [English]

  • Elnaz Bayat 1
  • Mohammad Ali Shah Hosseini 2
  • Mojtaba Amiri 3
  • Ahmad Ali Yazdanpanah 4
1 PhD Candidate, Department of Governmental Management, Faculty of Management, University of Tehran, Alborz Campus, Tehran, Iran
2 Associate Professor, Department of Business Administration,, Faculty of Management, University of Tehran, Tehran, Iran.
3 Associate Professor, Department of Governmental Management, Faculty of Management, University of Tehran, Tehran, Iran.
4 Assistant Professor, Department of Statistics and IT Research, Institute Of Research And Planning in Higher Education, Tehran, Iran.
چکیده [English]

Nowadays, Premier organizations are trying to attract potential professional employees and concurrently retaining their human resources. Of course, a strong organizational identity can cause employees’ retention. In addition, various constituent elements of a strong employer brand can strongly impact organizational identity, and thereby, employees’ retention. Meanwhile, employer brand may have differential impacts on organizational identity across generation and owing to the variations in employees’ years of service, which may in turn change employees’ setting priority over selection of and staying at a given workplace. The current applied study intended to design an organizational identity model with an employer brand approach in Saipa Corporation based on Grounded Theory. The research data were gleaned through interviews, coded using open, axial and selective models and assessed and analyzed through Grounded Theory. A model was finally designed based on the effect of organizational identity on retention of employees which highlighted the fact that employer brand can enhance organizational identity through a number of strategies like job satisfaction, organizational commitment and productivity as well as some contextual factors and mediator conditions.

کلیدواژه‌ها [English]

  • Employer Brand
  • Job satisfaction
  • Organizational Commitment
  • organizational identity
  • Productivity
Armstrong M (2006). Strategic Human Resource Management, 3rd edition, ed. Kogan Page London, 23(5), 142-172.
Albert and D. A. Whetten, (1985). “Organizational Identity,” In: B. M. Staw and L. L. Cummings, Eds., Research in Organizational Behavior, JAI Press, Greenwich, 263-295.
Alizadeh, E., (2007). Effective Factors on employees’ Intent to Leave, Journal of Police Human Development, 11(4), 73-89. [In Persian]
Ambler, T., S. Barrow (1996). The Employer Brand, The Journal of Brand Management,4(3), 185-206.
Backhaus, K. & Tikoo, S., (2004). Conceptualizing and Researching Employer Branding, Career Development International, 9 (5): 501-517.
Berthon, P., Ewing M., Hah L. L., (2005). Captivating Company: Dimensions of Attractiveness in Employer Branding, International Journal of Advertizing,.24(2), 151-172.
Boyd. G. and Sutherland M., (2006). Obtaining employee commitment to living the brand of the organization, S.Afr.J.Bus.Manage, 37(1), 9-20.
Buil Isabel, E. Martinez, J. Matut,(2016), From internal brand management to organizational citizenship behaviours: Evidence from frontline employees in the hotel industry, Tourism Management,  57, 256–271.
Cennamo, L., & Gardner, D. (2008), Generational differences in work values, outcomes and person‐organization values fit. Journal of Managerial Psychology, 23(8), 891-906.
Cornelissen, Joep P., S. Alexander Haslam & J. Balmer (2007), Social Identity, Organizational Identity and Corporate Identity: Towards an Integrated Understanding of Processes, Patternings & Products. British journal of management, 18, 1-16.
Chunping, Yang, Li Xi. (2011), The Study on Employer Brand Strategy in Private Enterprises from the Perspective of Human Resource Management, Available online at www.sciencedirect.com, Energy Procedia, 5, 2087–2091.
Creswell, J. W. (2005), Educational Research:Plannig, conducting, and evaluating quantitative and quakitative research. Upper-Saddle River, N. J.: Merrill.
Dysvik, A. and Kuvaas, B. (2010), Exploring the relative and combined influence of masteryapproach goals and work intrinsic motivation on employee turnover intention. Personnel Review, 39(5): 622-638.
Farahi, M.M. (2013), the Presentation of Human Resources Management Comprehensive Model, Doctoral thesis, Faculty of Tehran University, Guidance Professor: Seyed Javadin. [In Persian]
Glaser, Barney G & Strauss, Anselm L., )1967(, The Discovery of Grounded Theory: Strategies for Qualitative Research, Chicago, Aldine Publishing Company, 1-284.
Glaser, B,G,.(1992), Basic of Grounded Theory Analysis. Mill Valley,CA: Sociology Press, 1-128.
Harber, J. G. (2011), Generations in the Workplace: Similarities and Differences. Electronic Theses and Dissertations, East Tennessee State University, 1-103.
Hellman, C. M. (1997), Job Satisfaction and Interest to Leave”, the Journal of Social Psychology, 137(6)و 677-689.
Hozhabr Afkan, H. (2015), Assessing of Employer Brand Effect on employees’ Turnover Intention, M.S. Thesis,Management Faculty of Tehran university.[In Persian]
Jazani, N.,Tavakolinejad, H., Memarzade, Gh., Afsharkazemi, M.A.(2017), identification Identifying and Prioritizing the Effective Factors in Retention of  employees, Journal of Research in Human Resources Management, Imamhossein university, 8(4), 155-185.[InPersian]
Khoshgam, Somayeh, (2015), Assessing of Employer Brand Dimensions Effect on Organizational effectiveness with the Mediating  Role of social networks, M.S. Thesis, Management Faculty of Tehran University, Guidance Professor: M.A. Shah husseini. [In Persian]
Manheim, K. (1993), El problema de las generaciones. Revista Espanola de Investigaciones Sociologicas, 62, 193- 242.
Martin, G. & Beaumont, P., Doig, R. Pate, J. (2005). Branding: A New Performance Discourse for HR?, European Management Journal, 23(1), 76-88.
Moshabaki, A.(2000). Management and Productivity, the article series of productivity in management, 7th series, Tehran, public manament education center. [In Persian]
Muhammad nejad, M., Hamidizadeh, A., Babashahi J., (2016), The Effect of Employer Brand on employees Maintenance: Organizational Identity, Job Satisfaction and Organizational Commitment as mediators, Journal of Development Management Process, 29(2), 47-69. [In Persian]
Muhammadi, Fereshteh (2010), Assessing of effective Factors of Organizational Identity Formation & its Effect on Citizenship Behavior and organizational Commitment, M.S. Thesis , Management Faculty of Tehran university. [In Persian]
Priyadarshi, Pushpendra (2011), Employer Brand Image as Predictor of Employee Satisfaction, Affective Commitment & Turnover, The Indian Journal of Industrial Relations, 46(3), 510-522.
Rahimian, Ashraf, (2013), Employer Brand; a Novel Strategy for Human Resource Management, Journal of Research in Human Resources Management, Imam Hussein University, 5(2), 127-150. [In Persian]
Reis,G.G., B.M.Braga, (2016), Employer attractiveness from a generational perspective: Implications for employer branding, R.Adm.,São Paulo,51(1), 103-116.
Robbins, S.P. and Judge, T. A. (2007), Organizational Behavior, Upper Saddle River: Pearson Prentice Hall.
Sarason, Y. (1995), A Model of Organizational Transformation: The Incorporation of Organizational Identity into a Structuration Theory Framwork. Academy of Management Journal, Best Papers Proceedings, 1995(1), 47-51.
Tahazade, M. (2013), Organizational Loyalty. Journal of mowj, 6(5), 65-77.
Terjesen, S., Vinnicombe, S., & Freeman, C. (2007), Attracting Generation Y graduates. Career Development International, 12(6), 504-522.
Twenge, J. (2010), A review of the empirical evidence on generational differences in work attitudes. Journal of Business and Psychology, 25(2), 201-210.
Yazdanpanah, A.A, Haji Karimi A., Ranjbar M. (2008), the Electronic Satisfaction Evaluation from information basis performance as a Brand, Journal of Management Perspective, Shahid Beheshti University, 7(28), 212-224. [In Persian]
Zare,Sh., Hassani, M. (2014), the Evaluation of Organizational Identification Effect on Job Satisfaction and Intent to Leave with Considering of the mediator Role of Organizational Citizenship Behavior, Journal of Governmental Management, 6(1), 109-130. [In Persian]
Zeinali Nami,R. (2016), the Evaluation of Human Resources Management Processes Current situation; Bank Refah Kargaran, Based on 34000 Standard of Human Resources transcendence, M.S. Thesis, Management Faculty of Tehran university, Guidance Professor: A. Gholipour, Advisor Professor: M. Amiry. [In Persian].