نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشیار گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران.
2 دانشجوی دکتری مدیریت منابع انسانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران.
3 استادیار گروه مدیریت دولتی،دانشکده مدیریت و حسابداری، پردیس فارابی دانشگاه تهران، قم، ایران.
4 استادیار گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه خوارزمی، تهران، ایران.
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
In competitive labor markets, the challenge for organizations is to differentiate themselves in order to successfully attract and retain the best staff. Building distinctive employer brand can help an organization gain competitive advantage by attracting and retaining the best talent from labor markets. Accordingly, the aim of this study is to explore the role of the employer brand personality in influencing human capital satisfaction. Data was gathered through questionnaires and structural equation modeling was used to test research model. The research finding indicated that promotion and management of employer brand pave the way for promoting satisfaction of human capital, so that five dimensions of employer brand such as responsibility, activity, emotionality, aggressiveness and simplicity have an impact on human capital satisfaction, another finding is that bravery dimension had the major impact on human resource satisfaction.
کلیدواژهها [English]