عوامل مؤثر بر برند کارفرمایی خارجی وزارت ورزش و جوانان ایران از منظر دانشجویان تربیت‌بدنی

نوع مقاله : مقاله پژوهشی (کاربردی)

نویسندگان

1 عضو هیئت علمی، گروه تربیت بدنی و علوم ورزشی، دانشگاه فنی و حرفه‌ای، تهران، ایران.

2 دانشیار، گروه مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه تهران، تهران، ایران.

چکیده

پژوهش حاضر با هدف بررسی عوامل مؤثر بر برند کارفرمایی وزارت ورزش و جوانان ایران از منظر خارجی (کارکنان بالقوه –دانشجویان تربیت بدنی) را بررسی می‌کند. این تحقیق بر اساس نتیجه، توسعه‌ای و بر اساس هدف، توصیفی است. جامعه آماری، کلیه دانشجویان رشته تربیت بدنی است. روش نمونه‌گیری غیراحتمالی از نوع در دسترس بوده است. براساس جدول مورگان 246 نفر انتخاب شدند. ابزار گردآوری داده‌ها پرسشنامه استاندارد وبینگ[1] می‌باشد. به‌منظور اعتماد و اطمینان به نتایج حاصل از پرسشنامه، روایی صوری و سازه به عمل آمد. پس از آن هم‌سانی درونی، سؤالات از طریق آزمون آلفای کرونباخ بررسی و تأیید شد. برای تجزیه و تحلیل یافته‌های تحقیق از شاخص­های تحلیل عاملی تأییدی سازه مرتبه اول و سازه مرتبه دوم استفاده شد. متغیرهای مؤثر برند کارفرمای خارجی این تحقیق همچون عناصر نه‌گانه برند سازمانی، سازگاری اجتماعی، بیان ارزش‌ها، تعادل کار و زندگی، انعطاف‌پذیری، مادی‌گرایی مهارت نرم، جذابیت‌های عمومی، میزان تمایل به کار در وزارت ورزش، تصویر برند کارفرمایی وزارت ورزش بررسی شد و در سطح 95 درصد بر برند کارفرمایی وزارت ورزش و جوانان را می‌توان مؤثر تلقی کرد. علاوه بر این مشخص شد که عامل سازگاری اجتماعی، بیشترین سهم تبیین عامل مربوطه را در این تحقیق به خود اختصاص داده است.  



[1] Uebbing

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Factors Affecting the Foreign Employer Brand of the Ministry of Sports and Youth of Iran from the Perspective of Physical Education Students

نویسندگان [English]

  • Shahrbanoo Jomeh Pour 1
  • Mohammad Khabiri 2
  • Nasrollah Sajjadi 2
  • Majid Jalali Farahani 2
1 Faculty Member, Department of Physical Education and Sport Science, Technical and Vocational University (TVU), Tehran, Iran.
2 Associate Professor, Department of Sports Management, Faculty of Physical Education and Sport Science, University of Tehran, Tehran, Iran.
چکیده [English]

The present study was aimed at investigating factors affecting the employer brand of the Ministry of Sports and Youth of Iran from an external perspective (potential employees - students of physical education). This research was based on developmental results and descriptive purpose method. The statistical population included all physical education students. The non-probability sampling method was available based on Morgan Table. 246 people were selected. The data collection tool used was the standard Webing questionnaire. The internal consistency of the questions was then examined and confirmed by Cronbach's alpha test. Confirmatory factor analysis indices of first-order and second-order structures were used to analyze the research findings. Effective variables of the foreign employer brand of this research such as the nine elements of organizational brand, social adjustment, expression of values, work-life balance, flexibility, soft skills materialism, public appeal, willingness to work at Ministry of Sports and Youth of Iran and its image were examined. At a level of 95%, the brand of the Ministry of Sports and Youth of Iran can be considered effective. In addition, it was found that the social adjustment factor had the largest share of explanation of the relevant factor in this study.

کلیدواژه‌ها [English]

  • Employer brand
  • Work-life balance
  • Public relations
  • Organizational elements
  • Ministry of Sports and Youth

مراجع

Alizade Sani, M., & Nejat, S. (2016). The Impact Of Employer Brand Attractiveness On Talent's Intention To Recruitment (The Case Of Subordinate Companies Of Oil Ministry). Journal Of Business Management, 8(1), 205-228. https://doi.org/10.2205 9/jibm.2016.57535
Arachchige, B. J., & Robertson, A. (2013). Employer attractiveness: Comparative perceptions of undergraduate and postgraduate students. Sri Lankan Journal of Human Resource Management, 4(1), 33-48. https://www.researchgate.net/publication/283282740_Employ er_Attractiveness_Comparative_Perceptions_of_Undergraduate_and_Postgraduate_Students?enrichId=rgreq-2593d8dda45d799d5be971b71e3999c8-XXX&enrichSource=Y29 2ZXJQYWdlOzI4MzI4Mjc0MDtBUzoyODk0MDg5OTg3NTYzNTNAMTQ0NjAxMTg5MDk1Mw%3D%3D&el=1_x_2&_esc=publicationCoverPdf
Arijs, D., Botero, I. C., Michiels, A., & Molly, V. (2018). Family business employer brand: Understanding applicants’ perceptions and their job pursuit intentions with samples from the US and Belgium. Journal of Family Business Strategy, 9(3), 180-191. https://doi.org/10.1016/j.jfbs.2018.08.005
Aslam, S. (2015). Employer branding and intention to apply by usage of social media in banking sector, Pakistan. International Journal of Scientific & Engineering Research, 6(5), 400-405. https://www.citefactor.org/journal/pdf/Employer-Brandin g-and-Intention-to-Apply-by-Usage-of-Social-Media-in-Banking-Sector-Pakistan. pdf
Backhaus, K., & Tikoo, S. (2004). Conceptualizing and researching employer branding. Career Development International, 9(5), 501-517. https://doi.org/10.1108/13620430410550754
Barghmadi, Q. (2013). Investigating the role of employer branding on attracting talents in the Welfare Bank [Master, Tehran]. Iran. https://www.refah-bank.ir/Upload/Module s/Contents/asset0/PDF/Maghalat/83.pdf
Bendaravičienė, R., Krikštolaitis, R., & Turauskas, L. (2013). Exploring employer branding to enhance distinctiveness in higher education. European scientific journal, 9(19), 45-78. https://eujournal.org/index.php/esj/article/view/1542
Biswas, M. K., &  Suar, D. (2016). Antecedents and Consequences of Employer Branding. Journal of Business Ethics, 136(1), 57-72. https://doi.org/10.1007/s10551-014-250 2-3
Broek, M. (2015). From employer attractiveness to employer branding: Results of a mixed methods research [Master, University of Twente]. Enschede, Netherlands. http://ess ay.utwente.nl/66622/7/Broek_BA_MB.pdf
Bustamante, S., & Brenninger, K. (2013, September 12-13). CSR and its potential role in employer branding. An analysis of preferences of German graduates. Contributions to the corporate responsibility research conference, Graz, Austria. https://www.rese archgate.net/publication/262047599_CSR_and_its_Potential_Role_in_Employer_Branding_-_An_Analysis_of_Preferences_of_German_Graduates_-
Edwards, M. R. (2010). An integrative review of employer branding and OB theory. Personnel Review, 39(1), 5-23. https://doi.org/10.1108/00483481011012809
Eisenberg, B., Kilduff, C., Burleigh, S., & Wilson, K. (2001). The role of the value proposition and employment branding in retaining top talent. Society for Human Resource Management, Alexandria, VA.
Faghihipour, J., & Faghihipour, S. (2015). Employer Branding (History, Dimensions and Functions). Parsineh. https://www.gisoom.com/book/11116394/
Freer, T. (2012). Social media gaming – a recipe for employer brand success. Strategic HR Review, 11(1), 13-17. https://doi.org/10.1108/14754391211186269
Galbreath, J. (2010). How does corporate social responsibility benefit firms? Evidence from Australia. European Business Review, 22(4), 411-431. https://doi.org/10.1108/0955 5341011056186
Garibaldi, A., & Schmidt, L. (2014). Employer branding in very simple language. Selseleh Mehr.
Hamidianpur, F., Ziaei Bideh, A., & Saeeda Ardakani, M. (2013). Providing a Model for Assessing the Consequences of Employer Brand Equity with Use of SEM Approach. Journal of Business Administration Researches, 5(9), 1-20. http://bar.yazd.ac.ir/article_504_fdc1768 b54fd570be5d619086a9137c0.pdf
Hedlund, A., Ateg, M., Andersson, I.-M., & Rosén, G. (2010). Assessing motivation for work environment improvements: Internal consistency, reliability and factorial structure. Journal of Safety Research, 41(2), 145-151. https://doi.org/10.1016/j.jsr.2009.12.00 5
Highhouse, S., Brooks, M. E., & Gregarus, G. (2009). An Organizational Impression Management Perspective on the Formation of Corporate Reputations. Journal of Management, 35(6), 1481-1493. https://doi.org/10.1177/0149206309348788
Khodami, S., & Osanloo, B (2015). Designing a model to create employer attractiveness based on building a distinct client brand. Organizational Resource Management Research 5(1), 61-83. https://ormr.modares.ac.ir/article-28-2538-fa.html
Kim, S.-Y., & Park, H. (2011). Corporate Social Responsibility as an Organizational Attractiveness for Prospective Public Relations Practitioners. Journal of Business Ethics, 103(4), 639-653. https://doi.org/10.1007/s10551-011-0886-x
Leekha Chhabra, N., & Sharma, S. (2014). Employer branding: strategy for improving employer attractiveness. International Journal of Organizational Analysis, 22(1), 48-60. https://doi.org/10.1108/IJOA-09-2011-0513
Martin, G., Gollan, P. J., & Grigg, K. (2011). Is there a bigger and better future for employer branding? Facing up to innovation, corporate reputations and wicked problems in SHRM. The International Journal of Human Resource Management, 22(17), 3618-3637. https://doi.org/10.1080/09585192.2011.560880
Martin, G., & Groen-in't-Woud, S. (2011). Employer branding and corporate reputation management in global companies: A signaling model and case illustration. In Global talent management. Taylor & Francis. https://doi.org/10.4324/97802038656 82
Mitchell, G. W., Skinner, L. B., & White, B. J. (2010). Essential soft skills for success in the twenty-first century workforce as perceived by business educators. Delta Pi Epsilon Journal, 52(1), 43-53. https://web.p.ebscohost.com/abstract?direct=true&profile=e host&scope=site&authtype=crawler&jrnl=00118052&asa=Y&AN=50257612&h=Alj7Xvw7QrwZnNcK6JxD2mZIMPw94KGsKzo%2fJovgzYmyLc%2fnr3Yy4WXp8ZscWBFirGamMxuuBQMhvDp341M9IQ%3d%3d&crl=c&resultNs=AdminWebAuth&resultLocal=ErrCrlNotAuth&crlhashurl=login.aspx%3fdirect%3dtrue%26profile%3dehost%26scope%3dsite%26authtype%3dcrawler%26jrnl%3d00118052%26asa%3dY%26AN%3d50257612
Mölk, A., & Auer, M. (2018). Designing brands and managing organizational politics: A qualitative case study of employer brand creation. European Management Journal, 36(4), 485-496. https://doi.org/10.1016/j.emj.2017.07.005
Moroko, L., & Uncles, M. D. (2009). Employer branding and market segmentation. Journal of Brand Management, 17(3), 181-196. https://doi.org/10.1057/bm.2009.10
Nagel, K. (2012). Employer Branding: Starke Arbeitgebermarken jenseits von Marketingphrasen und Werbetechniken. Mit 7 Fallbeispielen aus der Praxis. Linde Verlag GmbH. https://books.google.com/books?hl=en&lr=&id=BgaXBgAAQBAJ &oi=fnd&pg=PA4&dq=Employer+branding:+Starke+Arbeitgebermarke+jenseits+von+Marketingphrasen+und+Werbetechniken+Mit+7+Fallbeispielen+aus+der+Praxis&ots=_Bp6FiANKt&sig=nf0nUC7ezRYtcCo_ZpZWSK-pppM#v=onepage& q=Employer%20branding%3A%20Starke%20Arbeitgebermarke%20jenseits%20von%20Marketingphrasen%20und%20Werbetechniken%20Mit%207%20Fallbeispielen%20aus%20der%20Praxis&f=false
Robles, M. M. (2012). Executive Perceptions of the Top 10 Soft Skills Needed in Today’s Workplace. Business Communication Quarterly, 75(4), 453-465. https://doi.org/10. 1177/1080569912460400
Saqib, S., Abrar, M., Sabir, H. M., Bashir, M., & Baig, S. A. (2015). Impact of tangible and intangible rewards on organizational commitment: evidence from the textile sector of Pakistan. American Journal of Industrial and Business Management, 5(03), 138-147. https://doi.org/10.4236/ajibm.2015.53015
Sivertzen, A.-M., Nilsen, E. R., & Olafsen, A. H. (2013). Employer branding: employer attractiveness and the use of social media. Journal of Product & Brand Management, 22(7), 473-483. https://doi.org/10.1108/JPBM-09-2013-0393
Tanwar, K., & Kumar, A. (2019). Employer brand, person-organisation fit and employer of choice. Personnel Review, 48(3), 799-823. https://doi.org/10.1108/PR-10-2017-0299
Uebbing, M. (2015). Employer branding as competitive advantage: Important employer branding elements from the perspective of young professionals [Master, University of Twente]. Enschede, Netherlands. https://essay.utwente.nl/68833/1/Uebbing%20 Maria%20-s%201214276%20scriptie.pdf
فصلنامه علمی کارافن
دوره 18، شماره 2 - شماره پیاپی 53
علوم انسانی
تیر 1400
صفحه 165-184

فایل ها

سابقه مقاله

  • تاریخ دریافت: 05 شهریور 1399
  • تاریخ بازنگری: 27 آبان 1399
  • تاریخ پذیرش: 24 بهمن 1399

هم رسانی

ارجاع به این مقاله

آمار