بررسی تأثیر جذابیت برند کارفرما بر تمایل استخدام نخبگان (مطالعۀ موردی: شرکت‌های زیر مجموعۀ وزارت نفت)

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 استادیار منابع انسانی گروه مدیریت دانشکدة علوم اقتصاد و اداری، دانشگاه مازندران، بابلسر، ایران

2 دانشجوی کارشناسی ارشد مدیریت بازرگانی، پردیس فارابی دانشگاه تهران، تهران، ایران

چکیده

یافتن نیروی کار زبده و ماهر در محیط پویای امروز امری حیاتی به‌شمار می‌رود و رقابت برای جذبکارکنان بااستعداد به‌اندازة رقابت برای مشتری شدت یافته است. تحقیق حاضر تأثیر جذابیت برند کارفرما را بر تمایل به استخدام نخبگان به‌عنوان کارکنان بالقوه بررسی می‌کند. جامعة آماری این تحقیق دانشجویان ترم آخر مقطع کارشناسی در رشته‌های فنی و مهندسی سه دانشگاه فنی برتر در ایران (تهران، صنعتی شریف و صنعتی امیرکبیر) بود که پس از نمونه‌گیری تصادفی طبقه‌ای، اطلاعات 267 نفر از طریق پرسشنامه جمع‌آوری شد و با استفاده از نرم‌افزارهای SPSS و SmartPLS2 تجزیه و تحلیل شد. با توجه به نتایج آزمون مدل مفهومی تحقیق، متغیر جذابیت برند کارفرما از طریق رابطة مستقیم (175/0) و نقش میانجی متغیر شهرت سازمان (229/0)، درکل توانست 4/40 درصد از تغییرات تمایل به استخدام نخبگان را تبیین کند. همچنین، یافته‌های بررسی شکاف وضع موجود و مطلوب از دیدگاه نخبگان نشان می‌دهد شرکت‌های زیرمجموعة وزارت نفت با برنامه‌ریزی و معرفی مناسب‌تر به‌ترتیب اولویت در ارزش‌های نوآوری، توسعه، اجتماعی، به‌کارگیری و اقتصادی، به‌عنوان کارفرما می‌توانند تصویر جذاب‌تری نسبت به سایر سازمان‌ها ارائه دهند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The Impact of employer brand attractiveness on Talent's Intention to recruitment (The case of subordinate companies of Oil ministry)

نویسندگان [English]

  • Mohsen Alizade Sani 1
  • Soheil Nejat 2
2 MSc. Student, university of Tehran,Farabi college.
چکیده [English]

Their challenge finding skilled workforce led to the competition to attract talented employees. This study examined the impact of employer branding on intention of talents to apply for a job. The Statistical population was engineering students in final semester in three top universities (Tehran University, Sharif University of Technology, and Amirkabir University of Technology). Data was collected by questionnaire from 267 students through the Stratified sampling in 2015. The results indicate that employer brand attractiveness had direct positive effect (0.175) and indirect positive effect (0.229) by corporate reputation on intention of talents to apply for a job. Also, from the perspective of students, value in innovation, development, social, application and economic had the greatest gaps in employer branding for subordinate companies of Oil Ministry.

کلیدواژه‌ها [English]

  • Employer Branding
  • Employer Brand Attractiveness
  • Corporate Reputation
  • Talent
  • Oil Ministry

مراجع

  1. Ambler, T. & Barrow, S. (1996). The employer brand, The Journal of Brand Management, 4)3(: 85- 206.
  2. Adler, H., & Ghiselli, R. (2015). The importance of compensation and benefits on university student’s perceptions of organizations as potential employers, Journal of Management and Strategy, 6(1): 1- 9.
  3. Agrawal, R. K. & Swaroop, P. (2009). Effect of employer brand image on application intentions of B-school undergraduates, The Journal of Business Perspective, 13(3): 41- 49.
  4. Amin. F., Sayed Javadin, S. R. & Ramzani, A. (2014). Design of strategic planning model for human resources based on staff empowerment process (Case study: Pedex corporate), Business Management, 6(2): 251- 270. (In Persian)
  5. Anne-Mette S., Etty R. N. & Anja, H. O. (2013). Employer branding: Employer attractiveness and the use of social media, Journal of Product & Brand Management, 22(7): 473– 483.
  6. Arachchige, B. J. & Robertson, A. (2013). Employer attractiveness: Comparative perceptions of undergraduate and postgraduate students, Sri Lankan Journal of Human Resource Management, 4(1): 33- 48.
  7. Aslam, S. (2015). Employer branding and intention to apply by usage of social media in banking sector, Pakistan, International Journal of Scientific & Engineering Research, 6(5): 400- 405.
  8. Atefedost, A., Khaef Elahi, A., Fani, A. & Danaee Fard, H. (2014). Studying the effect of internal marketing on organizational performance with considering the role of organizational commitment and organizational entrepreneurship as intermediary variables (Case study: Mobarakeh steel company), Business Management, 5(4): 21- 42. (In Persian)
  9. Backhaus, K. & Tikoo, S. (2004). Conceptualizing and researching employer branding, Career Development International, 9(5): 501- 517.
  10. Bahrami, H. R., Salami, A. M. & Sanei Areai, M. (2010). Evaluation of Efficacy of elite attracting in the ministry of oil, Strategic Management Research, 46: 63-88. (In Persian)
  11. Berthon, P., Ewing, M. & Hah, L. L. (2005). Captivating company: Dimensions of attractiveness in employer branding, International Journal of Advertising, 24)2(: 151- 171.
  12. Broek, M. (2015). From employer attractiveness to employer branding: Result of a mixed methods research, Published MS Thesis, University of Twente.
  13. Cable, D. M. & Turban, D. B. (2003). The value of organizational reputation in the recruitment context: A brand-equity perspective, Journal of Applied Psychology, 33(11): 2244- 2266.
  14. Chhabra, N. L. & Sharma, S. (2014). Employer branding: Strategy for improving employer attractiveness, International Journal of Organizational Analysis, 22(1): 48– 60.
  15. Chin, W. (1998). The partial least squares approach for structural equation modelling, In Marcoulides, G. A. (Ed.), Modern Methods for Business Research, Lawrence Erlbaum Associates, London: 295‐ 236.
  16. Collins, C. J. & Han, J. (2004). Exploring applicant pool quantity and quality: The effects of early recruitment practice strategies, corporate advertising and firm reputation, Personnel Psychology, 57(3): 685- 717.
  17. Coombs, C. R. (2009). Improving retention strategies for IT professionals working in the public sector, Information & Management, 46(4): 233- 240.
  18. Davari, A. & Rezazadeh, A. (2013). Structural Equation Modeling with PLS Software, Publication of the SID, Tehran. (In Persian)
  19. DelVecchio, D., Jarvis, C. B., Klink, R. R. & Dineen, B. R. (2007). Leveraging brand equity to attract human capital, Marketing Letters (property of Springer Science & Business Media B.V), 18(3): 149- 164.
  20. Esmaeilpour, R., Dostar, M. & Soltani, S. (2015). E role of corporate social responsibility on consumer decision making in the food maturing market, Business Management, 6(4): 687- 708. (In Persian)
  21. Fernandez-Lores, S., Gavilan, D., Avello, M. & Blasco, F. (2016). Affective commitment to the employer brand: Development and validation of a scale, Business Research Quarterly, 19(1): 40- 54.
  22. Florea, N. V. (2011). Using branding to attract, recruit, and retain talented staff, Journal of Management and Marketing, 8(2): 283- 297.
  23. Fornell, C. & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error, Journal of Marketing Research, 18(1): 39- 50.
  24. 24.    Graham, M. E. & Bansal, P. (2007). Consumer willingness to pay for corporate reputation: The context of airline companies, corporate Reputation Review, 10(3): 189- 200.
  25. Grunewalder, A. (2007). Employer branding: Marketing the compony as an attractive employer (Seminar review), Druck and Bindung, Norderstedt, Germany.
  26. Gomes, D. & Neves, J. (2011). Organizational attractiveness and prospective applicant's intentions to apply, Personnel Review,40(6): 684- 699.
  27. Hatami, k. (2012). Desining model for employer value propositional from the elite student’s perspective, MS Thesis, Business Management, University of Mazandaran-Babolsar.
  28. Henseler, J. & Fassott, G. (2010). Testing moderating effects, In Esposito Vinzi, V., Chin, W. W., Henseler, J. & Wang, H. (Eds.), Handbook of Partial Least Squares: Concepts, Methods and Applications, Springer, Heidelberg, Dordrecht, London, New York: 713‐ 735.
  29. Highhouse, S., Lievens, F. & Sinar, E. F. (2003). Measuring attraction to organizations, Educational and Psychological Measurement, 63(6): 986- 1001.
  30. Hulland, J. (1999). Use of partial least squares in strategic management research: A review of four recent studies, Strategic Management Journal, 20(2): 195- 204.
  31. Imani, S., Gaskari, R. & Gheitani, A. (2015). Effects of internal marketing on employee’s performance: Effect of mediator organizational innovation (Case study: departments within the Aghajari oil and gas operation company), Business Management, 7(2): 315- 338. (In Persian)
  32. Kapoor, V. (2010). Employer branding: A study of its relevance in India, The IUP Journal of Brand Management, 7(2): 51- 75.
  33. Khabir, L. (2014). What are the factors that make an employer attractive in the eyes of prospective employees in Bangladesh? International Conference on Business, Law and Corporate Social Responsibility (ICBLCSR'14): 133-136.
  34. Krejcie, R. V. & Morgan, D. W. (1970). Determining sample size for research activities, Educational and Psychological Measurement, 30(3): 608- 610.
  35. Kucherov, D. & Zavyalova, E. (2012). HRD practices and talent management in the companies with the employer brand, European Journal of Training and Development, 36(1): 86- 104.
  36. Lai, C. S., Chiu, C. J., Yang, C. F. & Pai, D. C. (2010). The effects of corporate social responsibility on brand performance: The mediating effect of industrial brand equity and corporate reputation, Journal of Business Ethics, 95(3): 457–469.
  37. Mangold, W. G. & Miles, S. J. (2007). The employee brand: Is yours an all-star? Business horizons, 50(5): 423- 433.
  38. McKeen, J. D., Smith, H. & Jin, J. (2009). Developments in practice XXXII: Successful strategies for IT staffing, Communications of the Association for Information Systems, 24(1): 805- 820.
  39. Milgrom, P. & Roberts, J. (1982). Predation reputation and entry deterrence, Journal of Economic Theory, 27(2): 280- 312.
  40. Mirsepasi, N., Gholamzadeh, D., Rashidi, M. M. & Sanatigar, H. (2010). Pathology of elite attract and maintaining (Case study at national Iranian oil company), Management and Human Resource in Oil Industry, 4(11): 7- 39. (In Persian)
  41. Moroko, L. & Uncles, M. D. (2008). Characteristics of successful employer brands, Journal of Brand Management, 16(3): 160- 175.
  42. Mortensen, M. H. (2012). Understanding attractiveness in business relationships— A complete literature review, Industrial Marketing Management, 41(8): 1206– 1218.
  43. Mosco, V. (2007). Knowledge Workers in the Information Society, Lexington Books, Lanham, Maryland.
  44. Nappa, A., Farshid, M. & Foster, T. (2014). Employer branding: Attracting and retaining talent in financial services, Journal of Financial Services Marketing, 19(2): 132- 145.
  45. Panahi, G. (2012). Factors driving Iranian graduates to immigrate to other countries, Journal of American Science, 8(5):187- 193.
  46. Rahimian, A. (2013). Employer brand, a novel strategy for human resource management, Journal of Research in Human Resource Management, 5(2): 127-150. (In Persian)
  47. Roberts, P. W. & Dowling, G. R. (2002). Corporate reputation and sustained superior financial performance, Strategic Management Journal, 23(12): 1077- 1093.
  48. Sanchez, J. & Sotorrio, L. (2007). The creation of value through corporate reputation, Journal of Business Ethics, 76(3): 335- 346.
  49. Schultz, D. E. (2002). Study internal marketing for better impact: New forum researches what motivates workers, Marketing News, 36(21): 8- 9.
  50. Scullion, H. & Collings, D. G. (2011). Global Talent Management, Routledge, New York.
  51. Seyed Javadein, S. R., Shahbaz Moradi, S., Hasanghoulipour, T. & Mirsepasi, M. (2014). Strategic approach to human resource architecture conceptual framework (A study in NIOC), Business Management, 6(1): 89- 106. (In Persian)
  52. Shoaib, M., Noor, A., Tirmizi, S. R. & Sajid, B. (2009). Determinants of employee retention in telecom sector of Pakistan, Proceedings 2nd CBRC, Lahore, Pakistan.
  53. Talebi, K. & Dehghan, A. (2013). The Effect of human capital on entrepreneurial opportunity recognition (The case of knowledge based firms in Yazd’s science and technology park of Eghbal), Business Management, 5(3): 83- 104. (In Persian)
  54. Turban, D. B., Forret, M. L. & Hendrickson, C. L. (1998). Applicant attraction to firms: Influences of organization reputation, job and organizational attributes, and recruiter behaviors, Journal of Vocational Behavior, 52(2): 24- 44.
  55. Walsh, G. & Beatty, S. E. (2007). Customer-based corporate reputation of a service firm: Scale development and validation, Journal of the Academy of Marketing Science, 35(1): 127- 143.
  56. Wetzels, M., Odekerken-Schroder, G. & Oppen, V. (2009). Using PLS path modeling for assessing hierarchical construct models: Guidelines and empirical illustration, MIS Quarterly, 33(1): 177- 195.
  57. Weigelt, K. & Camerer, C. (1988). Reputation and corporate strategy: A review of recent theory and applications, Strategic Management Journal, 9(5): 443-454.
مدیریت بازرگانی
دوره 8، شماره 1
1395
صفحه 205-228

فایل ها

هم رسانی

ارجاع به این مقاله

آمار