طراحی مدل بهینه برند منابع انسانی در سازمان های دولتی (در راستای بهره وری منابع انسانی)

مدیریت بهره‌وری

مقاله 5، دوره 12، 4(47)زمستان، اسفند 1397، صفحه 109-148   

نوع مقاله: علمی پژوهشی

نویسندگان

کریم اسگندری¹؛ نسرین جزنی^{* 2}؛ غلامرضا معمارزاده طهران³؛ مرتضی موسی خانی⁴؛ علی محتشمی⁵

¹گروه مدیریت دولتی، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران

²دانشیار، گروه مدیریت بازرگانی، دانشگاه شهید بهشتی، تهران، ایران

³دانشیار، گروه مدیریت دولتی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران

⁴استاد گروه مدیریت، دانشکده مدیریت، دانشگاه آزاد اسلامی، واحدعلوم وتحقیقات تهران، تهران، ایران

⁵دانشیار، گروه مدیریت صنعتی، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران

چکیده

برندسازی منابع انسانی رویکرد نسبتاً جدید برگرفته از حوزه «بازاریابی» است و به منزله روح بازاریابی منابع انسانی است. این عرصه در حال ظهور، فرصت بزرگی برای توسعه مفروضات منابع انسانی و تثبیت موقعیت­ سازمان های دولتی به عنوان برند، فراهم می­کند. هدف این پژوهش طراحی مدل بهینه برند منابع انسانی در سازمان های دولتی به روش استنتاج فازی می‌باشد. پژوهش حاضر به روش ترکیبی (کیفی-کمّی) انجام‌شده است. بر این اساس در بخش اول تحقیق به‌منظور ارائه مدلی جامع از برندسازی منابع انسانی، از روش پژوهشی کیفی فراترکیب استفاده‌شد. بدین ترتیب که بعد از شناسایی مقولات، مفاهیم و کدهای برند منابع انسانی، مدل مفهومی اولیه تحقیق شکل گرفت. در بخش دوم پژوهش برای ارائه ترکیب مطلوب مؤلفه­های مدل به‌گونه‌ای که بتوان برند منابع انسانی را بهینه نمود از روش مدل‌سازی ریاضی (سیستم خبره فازی) استفاده گردید. نتایج تحقیق نشان می­دهد که اگر کارکنان سازمان های دولتی؛ 3/13 درصد به بعد ارزش­های سازمانی، 3/87 درصد به بعد ارزش­های فرهنگی، 2/44 درصد به بعد ارزش­های اجتماعی، 3/76 درصد به بعد ارزش­های فرهنگ ایرانی-اسلامی، 9/29 درصد به بعد شایستگی­های فردی، 6/88 درصد به بعد شایستگی­های تخصصی و 3/29 درصد به بعد برند کارفرما توجه و تمرکز نمایند، آنگاه برند منابع انسانی آنها به میزان 5/49 درصد بهینه می­شود.

کلیدواژه‌ها

منابع انسانی؛ برند منابع انسانی؛ ترکیب بهینه؛ استنتاج فازی

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