Investigating the strategic effect of individual competencies on strengthening personal brand about the mediating role of employment quality

The basic concept of a personal brand is based on strategy promotion, and promotion of development concepts towards the advancement of people to strengthen the competence of people to enter the market. The current research has investigated the influence of the strategic role of individual competencies on the strengthening of the personal brand about the part of employment quality.

The research method in the present research, since research aims to determine the empirical relationships in the field of relationships between the factors influencing the development of the personal brand and the competencies related to the creation and development of a personal brand, in terms of the purpose applied, and in terms of the way of collecting descriptive information, it is correlational. The statistical population includes post-graduate university graduates. The random sample size was 356 people using Cochran's formula and the data collection tool was a researcher-made questionnaire. The face validity was confirmed based on the opinion of professors and experts, and the overall reliability was in the acceptable range. Through Cronbach's alpha test, the total reliability of the questions was 876. / is 0. Statistical analysis, normality test with the Kolmogorov-Smirnov test method, confirmatory factor analysis, path analysis and fitting of the research model were done with the help of SPSS software and Smart pls software.

Examining the data obtained from standard coefficients, t-statistics, as well as the graph of standard coefficients and significance of the personal brand model showed that all dimensions of the specialized component have a direct and significant effect on the unique brand model at a confidence level of 99%.

The results of the research have shown that the main hypotheses are accepted and the components of individual competence based on the components of employment quality have a significant positive effect on the components of personal brand.