Ethical employer branding model: Overcoming the challenges of recruiting and retaining human resources

The current research aimed to present an employer branding model for insurance companies to overcome the challenge of recruiting and retaining talented and expert human resources. This is applied research in terms of purpose and survey-exploratory research in terms of approach. The statistical population of the current research was a group of experts in human resources, including university professors, organizational consultants, and senior managers of human resources of insurance companies; they underwent an in-depth interview. The selection and interview continued until theoretical saturation was reached. The purposeful sampling method was used until the theoretical saturation was reached. Finally, interviews with ۱۱ experts were carried out. As the grounded theory approach was used, the main data collection instrument was an in-depth and unstructured interview with the experts. At last, after the three open, axial, and selective coding, the research conceptual model was designed based on the paradigm model.

کلیدواژه ها:

employer branding ، recruiting and retaining human resources ، Insurance industry ، grounded theory approach