ارائة مدل برند کارفرمایی با رویکرد بازاریابی پایدار: بر مبنای تئوری سیگنالینگ

نوع مقاله : علمی - پژوهشی

نویسندگان

1 کاندیدای دکتری مدیریت بازاریابی، دانشکده علوم اجتماعی و اقتصادی، دانشگاه الزهرا، تهران، ایران.

2 گروه مدیریت ، دانشکده علوم اجتماعی و اقتصادی، دانشگاه الزهرا، تهران، ایران

3 استادیار دانشکده مدیریت و حسابداری پردیس فارابی، دانشگاه تهران

10.48308/jbmp.2024.235849.1613

چکیده

هدف: این پژوهش با هدف طراحی و تبیین مدل برندکارفرمایی با رویکرد بازاریابی پایدار طراحی و اجرا شده است. بنابراین مفهوم‌سازی برندکارفرمایی مبتنی بر مدل اشتراوس کوربین با عواملی از جمله شرایط عِلّی، زمینه‌ای، واسطه‌ای، راهبردها و پیامدها بر مبنای اهداف 17گانة توسعه پایدار، انجام شده است.
روش: روش این پژوهش با توجه به ماهیت کیفی-اکتشافی پژوهش، نظریه‌پردازی داده‌بنیاد اشتراوس و کوربین و روش نمونه‌گیری در این پژوهش، نمونه‌گیری نظری تا رسیدن به اشباع نظری است. مبنای اصلی جمع‌آوری اطلاعات، انجام مصاحبه‌های عمیق با 12نفر خبرگان دانشگاهی و کارشناسان صنعت بوده است. کدها با روش دستی و نرم‌افزار مکس‌کیودی‌ای مکتوب و تجزیه و تحلیل شد.
یافته‌ها: پس از اجرای سه‌گانة کدگذاری باز، محوری و انتخابی، مدل نهایی پژوهش متشکل از 16مقولۀ اصلی، 40 مقولۀ فرعی و 147 مفهوم پیاده‌سازی شد.
نتیجه‌گیری: نتایج این پژوهش نشان داد که پیامدهای حاصل از ساخت برندکارفرمایی با رویکرد بازاریابی پایدار در چهار سطح الف. ویژگی‌های ذهنی برند کارفرمایی پایدار، ب. ویژگی‌های حسی برند کارفرمایی پایدار، ج. ویژگی‌های نمادین برند کارفرمایی پایدار، و در نهایت د. ویژگی‌های ابزاری برند کارفرمایی پایدار قابل دستیابی است.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Presenting an Employer Branding Model with a Sustainable Marketing Approach: Based on the Signaling Theory

نویسندگان [English]

  • Payvand MirzaeianKhamseh 1
  • Manijeh Haghighinasab 2
  • Hamidreza Yazdani 3
1 PhD Candidate of Marketing Management, Alzahra University. Tehran. Iran
2 Department of Management, Faculty of Social Sciences & Economics, Alzahra University, Tehran, Iran.
3 Assistant Professor, Management and accounting faculty of Farabi campus, University of Tehran
چکیده [English]

In this paper, the efforts aligned with the 17 sustainability goals as one of the precursors of employer branding; It will connect two very current and underexplored marketing topics. Therefore, this study aims to design and explain the employer's brand model using a sustainable marketing approach.
In summary, this research aims to answer the main question using a qualitative method and a grounded theorizing approach, "How is the presentation of the employer branding model with a sustainable marketing approach?" Also, this study aims to create a positive image of social responsibility actions and align with companies' sustainability goals under employer branding (with a sustainable marketing approach) to help recruit job applicants and keep talents in the company.
Considering the nature of this research, which is exploratory research, the strategy is grounded theory, and the sampling method is theoretical sampling.
The paradigm model of this research was designed based on the paradigm model of Strauss and Corbin. In this model, after implementing Open Coding, Axial Coding and Selective Coding, the final research model consists of 16 main categories, 40 sub-categories and 147 concepts.
This research showed the consequences of building an employer brand with a sustainable marketing approach at four levels: a. subjective characteristics of sustainable employer brand; b. Sensory characteristics of the sustainable employer brand, c. Symbolic features of sustainable employer brand; and d. The instrumental characteristics of a sustainable employer brand are achievable.

کلیدواژه‌ها [English]

  • Branding Strategy
  • Employer branding
  • Signaling Theory
  • Sustainable Marketing Approach
  • Grounded Theory
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