مدیریت استراتژیک هوشمند

مدیریت استراتژیک هوشمند

پیوندهای عمیق احساسی بین متقاضیان کارِ نسل زد و برندها: از شگفتی برند و برند کارفرما تا جذب و نگهداشت افراد

نوع مقاله : مقاله پژوهشی

نویسنده
استادیار،گروه مدیریت، دانشکده ادبیات و علوم انسانی، دانشگاه ملایر، ملایر، ایران.
چکیده
برند کارفرما به‌عنوان یکی از راهبردهای کلیدی در جذب و نگهداشت استعدادها و ایجاد یک تصویر شغلی منحصربه‌فرد از سازمان و در بُعد کلان، تقویت قدرت برند می باشد. از سوی دیگر با ورود نسل زد به بازار کار و تفاوت های بنیادی آنان با نسل ها دیگر و رویارویی آنها با مدیران و ترجیحات انان از محیط کار و برندکارفرمایی، لزوم توجه به این موضوع را دو چندان نموده است. هدف این پژوهش ارائه مدلی برای ارتباط بین برند داخلی و خارجی و نسل زد می باشد. برای این منظور، بعد از بررسی گسترده پیشینه پژوهش و استخراج مدل پژوهش، داده‌ها با استفاده از ابزار پرسشنامه جمع آوری گردید و برای آزمون مدل و فرضیه‌های پیشنهادی، از مدلسازی معادلات ساختاری استفاده شد. جامعه پژوهش، دانشجویانی بودند که به دنبال اشتغال تمام‌وقت بودند که بر اساس روش نمونه گیری هدفمند و با تکیه بر روش کادن، 340 نفر مورد بررسی قرار گرفتند.این پژوهش نشان داد که چگونه شگفتی برند و قدرت برند می تواند برند کارفرما را تحت تاثیر قرار دهد در ادامه نیز، ارتباط و تعامل برندکارفرما، اعتبار شرکت،همانندسازی سازمانی،تناسب فرد-سازمان،درگیری و هواداری می تواند، جذب کارکنان در نسل زد را تحت تاثیر قرار می دهد.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

Emotional Bonds Between Generation Z Job Seekers and Brands: From Brand awe and Employer Brand to Talent Attraction and Retention

نویسنده English

Hossein Hajibabaei
چکیده English

Employer Brand has emerged as one of the key strategic approaches for attracting and retaining talent, creating a distinctive employment image for organizations, and ultimately enhancing overall brand strength. With Generation Z entering the labor market — a cohort that differs fundamentally from previous generations in terms of work values, expectations, and interaction with management — the importance of understanding employer branding from their perspective has become increasingly significant.

The present study aims to develop a conceptual model linking internal and external brand dimensions with Generation Z’s employment perceptions. To achieve this, an extensive review of the literature was conducted to derive the research framework. Data were collected through a structured questionnaire, and the proposed model and hypotheses were tested using structural equation modeling (SEM). The study sample consisted of 340 university students seeking full-time employment, selected through purposive sampling based on the Kaden method.

The findings reveal how Brand awe and brand strength influence employer brand. Furthermore, the study demonstrates that employer brand communication and interaction, corporate reputation, organizational identification, person–organization fit, engagement, and brand advocacy significantly affect the attraction of Generation Z employees.

کلیدواژه‌ها English

Brand awe
Employer brand
Person&‌‌‌‌‌‌‌ndash
organization fit
Employee attraction
corporate reputation
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