Dimensions and Components of Brand-Based Human Resources Management in Pharmaceutical Companies: A Case Study

Currently, in organizations, customer satisfaction and focus on successful sales are not enough to improve the organization’s assets and maintain a competitive position in the market. Therefore, companies should adopt the necessary measures and strategies to attract and preserve effective human resources. Without the power of efficient human resources, an organization is unable to create transformation, development, and excellence and achieve a strategic model and the set goal. For this purpose, there should be management that leads the organization and creates an efficient structure for the production of human resources. Brand human resources management is a differentiation in the core of human capital management strategy.

The main function of brand-based human resources management is to attract potential workforce outside an organization and maintain talent within an organization. Human resources management can play an important role in the success of an organization’s branding; however, it has received less attention.

This study aimed to explore the perception of the concept of brand-based human resources and to present its dimensions and components; in terms of purpose, data collection, and data certainty, this study was applied-developmental, descriptive, and exploratory, respectively. The statistical population included written sources or texts related to brand-based human resources management that were available. Moreover, the sampling method in this study was purposeful.

The main findings of this study included identifying the dimensions and components of brand-based human resources management in 17 basic themes, 8 organizing themes (components), and 3 comprehensive themes (dimensions).

Based on the findings of this study, it is possible to evaluate companies’ brand-oriented level of human resources management. Accordingly, action is taken to plan to improve weak aspects.