Designing and explaining the employer brand reinforcement model of Tejarat Bank to Attract and retain human resources (A mixed-method approach)

This research was done with the aim of designing and explaining the pattern of strengthening the employer brand of Tejarat Bank in order to attract and retain human resources. This research is applied in terms of purpose, exploratory in terms of approach, and mixed (qualitative-quantitative) in terms of data analysis. In the qualitative phase of the research and in order to design the model based on the foundation's data theory methodology, a group of experts (including university professors and consultants in the field of human resources management, experts in behavioral sciences and psychometrics, and senior managers of Tejarat Bank) were selected and interviewed in depth. In this phase, the snowball sampling method was used and this process continued until the theoretical saturation of the researcher was reached and a total of ۹ interviews were conducted. In the quantitative phase, the specialized and talented employees of different branches of Tejarat Bank in Tehran were considered as the population, and among them, ۱۳۶ people, based on random stratified sampling with proportional and non-random distribution, were voluntarily and purposefully available as a sample. Statistics were selected. In the qualitative phase of the research, because the data theory method of the foundation was used, the main tool for data collection was in-depth and unstructured interviews with experts. In the quantitative phase of the research, the main tool for data collection was a closed and researcher-made questionnaire consisting of ۴۲ items, which was designed based on the initial conceptual model, research literature and data from interviews. In the quantitative phase of the research, SPSS, LISREL and smart-PLS software were used to perform descriptive and inferential analyses. Finally, the results of the research led to the design of the pattern of strengthening the employer brand of Tejarat Bank in order to attract and maintain human resources (based on the structure of the paradigm model), which were approved after the quantitative test.

کلیدواژه ها:

Marketing effectiveness based on social networks ، educational service businesses ، foundational data theory