Designing a Model of Personal Branding for Employees With an Emphasis on Organizational Training: The Case of the Administrative Staff of the Judiciary of the Islamic Republic of Iran

Document Type : Research Paper

Authors

1 PhD Student in Educational Administration, Faculty of Education and Psychology, University of Isfahan, Isfahan, Iran

2 Professor, Department of Education, Faculty of Education and Psychology, University of Isfahan, Isfahan, Iran

3 Associate Professor, Department of Education, Faculty of Education and Psychology, University of Isfahan, Isfahan, Iran

4 Assistant Professor, Department of Religion Futurology and Religiosity, Islamic Sciences and Culture Academy, Qom, Iran

Abstract

The staff is the most important contributor to the development of an organization. A new approach in modern organizations is personal branding. This study aimed to design a personal branding model for the staff of the Iranian Judiciary with an emphasis on organizational training. Building on a qualitative approach and grounded theory, the study incorporated faculty members and specialists in the field of personal branding and human resource management as its statistical population. Sixteen individuals were recruited via purposive sampling and were subsequently interviewed. Strauss and Corbin’s systematic approach was employed to analyze the data. According to the conceptual model, personal branding was the axial phenomenon in the model, while effective communication, professionalism, individual dynamics, creative thinking, ethical behavior, and individual characteristics were the causal conditions, organizational culture and climate and environmental factors were contextual factors, constructive negotiations, service compensation system, perceptual skill, and human resource management system were intervening conditions, knowledge management, preservation of human resources, the strategic plan, personal brand management, performance management, organizational dynamics, staff training system, and resiliency were strategic factors, and the administrative system health, self-improvement, idealism, human resources productivity, and optimization of decision-making were the consequences of the research model.

Keywords

Main Subjects


Article Title [فارسی]

طراحی مدل برندسازی شخصی کارکنان با تأکید بر آموزش‌های سازمانی (مورد مطالعه:کارکنان اداری قوه قضائیه جمهوری اسلامی ایران)

Authors [فارسی]

  • رباب ملایی 1
  • سید علی سیادت 2
  • رضا هویدا 3
  • جلال ریزانه 4
1 دانشجوی دکترای مدیریت آموزشی،دانشکدة علوم‌تربیتی و روان‌شناسی، دانشگاه اصفهان، اصفهان، ایران
2 استاد گروه علوم تربیتی، دانشکده علوم تربیتی و روانشناسی، دانشگاه اصفهان، اصفهان، ایران
3 دانشیار گروه علوم تربیتی، دانشکده علوم تربیتی و روانشناسی، دانشگاه اصفهان، اصفهان، ایران
4 استادیار گروه آینده پژوهی دین و دینداری، پژوهشگاه علوم و فرهنگ اسلامی، قم، ایران
Abstract [فارسی]

کارمندان مهم‌ترین عامل توسعه سازمان هستند. یکی از رویکردهای جدید در سازمان های مدرن، برندسازی شخصی است. هدف مقاله حاضر طراحی مدل برندسازی شخصی کارکنان قوه قضائیه با تأکید بر آموزش سازمانی است. این تحقیق از رویکرد کیفی برخوردار بوده و از روش نظریه داده بنیاد استفاده کرده است. جامعه آماری شامل متخصصانی در زمینه برندسازی شخصی و مدیریت منابع انسانی و اساتید دانشگاه است. با استفاده از نمونه گیری هدفمند، در مجموع با 16 نفر مصاحبه انجام شد. برای تجزیه و تحلیل داده ها، از رویکرد سیستماتیک استراووس و کوربین استفاده شد. با توجه به مدل مفهومی ، برندسازی شخصی به عنوان یک پدیده محوری و مؤلفه های ارتباطات اثربخش، حرفه‌ای‌گرایی، پویایی‌های فردی، تفکر خلاق، رفتار اخلاقی، ویژگی های فردی به عنوان عوامل علی؛ فرهنگ و جو سازمانی و عوامل محیطی به عنوان عوامل زمینه ای؛ مذاکرات سازنده ، نظام جبران خدمات، مهارت های ادراکی و سیستم مدیریت منابع انسانی به عنوان عوامل مداخله‌گر؛ مدیریت دانش، نگهداشت سرمایه انسانی، برنامه راهبردی، مدیریت برند شخصی، مدیریت عملکرد، پویایی سازمانی، سیستم آموزش کارکنان و تاب آوری در قالب عوامل راهبردی؛ ارتقاء سلامت نظام اداری، خودبهسازی، آرمان‌گرایی، بهره وری نیروی انسانی و بهینه‌سازی فرایندهای تصمیم گیری از پیامدهای مدل تحقیق بودند.

Keywords [فارسی]

  • برندسازی شخصی
  • آموزش‌های سازمانی
  • قوه قضائیه
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