Exploration of Factors Affecting the Development in Employer Brand Using Q Method (Case Study: Defense Universities)

Document Type : Original Article

Authors

1 PhD Candidate, Department of Business Management, Semnan University, Semnan, Iran.

2 Prof., Department of Business Management, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran.

3 Associate Prof., Department of Business Management, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran.

4 Assistant Prof., Management Dept., Shahid Sattari University of Aeronautical Sciences and Technology, Tehran, Iran.

Abstract

Background & Purpose: Employer brand as one of the organization's brand dimensions and an important factor of differentiating from competitors has an important role in the field of maintaining and increasing the intangible assets of the organization. The present study sought to identify ranking the predictors of development employer brand based on the viewpoints of professors and faculty members of the University of Defense Departments.
Methodology: This research is applied in orientation and positivist philosophically which was done using Q method. In this research, first, by reviewing the literature and the semi-structured interview, entrepreneurial brand development predictors were extracted and the final factors were determined by the help of experts. These factors, in the form of Q cards, were delivered to 23 professors of the Defense University, who were purposefully selected as the participants of the study. Finally, their perspectives were analyzed using exploratory factor analysis through SPSS Software.
Findings: The results suggest that participants possess seven mental models including functionalist, functionalist, public relations, non-bureaucratic, employee oriented, multi-dimensional, and human resources maintenance.
Conclusion: Improving identified employer brand predictors in the studied universities may cause employer brand development and help to upgrade the intangible resources (especially human resources) of these universities. Besides, focusing on the identified employer brand predictors can augment the efficiency of these attempts.

Keywords

References

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Journal of Human Resource Management
Volume 12, Issue 1
March 2022
Pages 107-130

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History

  • Receive Date: 10 February 2022
  • Revise Date: 25 April 2022
  • Accept Date: 12 May 2022

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