Nowadays the concept of Human Resource Branding and Human Resource Brand Management have been used to illustrate the effectiveness of HRM policies and practices in organization foundation, human resources structure, and providing an excellent work environment. The purpose of this study is to design a model for branding of the HR system. Design/Methodology/Approach
This research is carried in a qualitative framework applying the grounded theory research database. In order to collect data, the available literature from discussions on employee, employer brand and human resources branding is evaluated and the 2019th best companies in this area was outlined according to the Sunday Times magazine. Semi-structured interview have been designed using a targeted sampling method with 30 human resource managers, human resource specialists and staff members. Data analysis was performed in three stages: 1.open coding, 2.axial coding and 3.selective coding.
The results show that 260 codes or initial concepts, 85 concepts and 23 categories have been extracted from surveys and interviews that are based on a paradigmatic model including the main category (human resource system), causative conditions (internal brand, organization brand, Senior management support, talent identification), the platform of the ruler (the attitude of the staff to the organization and the staff towards the employees, the alignment of the resource system with the organization's strategy, the competitive environment and the dynamic environment), the conditions of the intervention (uncontrollable prone to talented staff, -Not application of existing human resources system, organizational imbalance, inappropriate performance management, personal behaviors in the organization, organization culture), strategies (Human resource management, process strategy), and outcomes (individual, organizational, national, and international).