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
1
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

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مدیریت بازرگانی
دوره 8، شماره 1
1395
صفحه 205-228

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