Mehdi Fallah Nooshabadi; Seyed Mojtaba Mahmoudzadeh; Abbas Abbaspour; Mehdi Yazdanshenas
Abstract
Purpose: Employer brand as a strategic activity for organizations shows how to manage human capital. As a result, this research was conducted with the aim of identifying and ranking the dimensions and components of the employer brand pattern of the Ministry of Education with using the multiple attribute ...
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Purpose: Employer brand as a strategic activity for organizations shows how to manage human capital. As a result, this research was conducted with the aim of identifying and ranking the dimensions and components of the employer brand pattern of the Ministry of Education with using the multiple attribute decision making method.
Methodology: This study in terms of purpose was applied and in terms of implementation method was mixed (qualitative-quantitative). The population of the research qualitative part was the professors of the department of educational sciences of Farhangian University and Tehran universities and the executive directors and consultants of the Ministry of Education in 2020 year, which according to the principle of theoretical saturation number of 15 people of them were selected as a sample with using the purposeful and snowball sampling methods. The population of the research quantitative part was the employees of the Ministry of Education in 2019 year with number of 872,000 people, which according to Krejcie and Morgan's table number of 384 people of them were selected as a sample by cluster random sampling method with considering the classes based on the type of educational, administrative and service jobs. The research tool in the qualitative part was a semi-structured interview and in the quantitative part was a researcher-made questionnaire (28 items), which whose validity and reliability were confirmed. The research data in the qualitative part were analyzed with the coding method and in the quantitative part were analyzed with the multiple attribute decision making method and the simple additive weighting technique.
Findings: The findings showed that for the employer brand pattern of the Ministry of Education were identified 28 components in the 7 dimensions including the recruitment strategy, employee recognition, employer brand position, management style, human resource management system, brand strategy and brand promotion and enhancement. Also, among the dimensions of the employer brand pattern of the Ministry of Education, respectively the dimensions of the human resources management system, brand strategy, recruitment strategy, management style, employer brand position, employee recognition and brand promotion and enhancement had a higher rank and priority. In addition, among the components of the employer brand pattern of the Ministry of Education, respectively the components of talent management and practical styles were in the first rank, competent human resources, infrastructure program of recruitment, attraction and employer system were in the second rank, modern management of human resources, job satisfaction, motivation and solving the commercialization problem were in the third rank and other components were in the ranks of fourth to eleventh.
Conclusion: According to the identified dimensions and components for the employer brand pattern of the Ministry of Education and their ranking, the experts and planners of education can design and implement programs to improve employers in the Ministry of Education.
