Document Type : Original Article

Author

• Ali Omidi

Tehran University of Medical Sciences and Health Services

Abstract

Objective: Human resource branding behaviors mean the manifestation of specific and distinctive characteristics of a brand's personality through the behaviors of its employees and human resources, in such a way that the way employees interact and communicate with customers, the unique characteristics of the brand, the attitude of managers, and the organization's customer-oriented strategies are conveyed to the audience. Therefore, the main objective of the present study is to prepare a fuzzy map to analyze and identify the factors affecting human resource branding behaviors.
Method: This research is applied in terms of purpose and survey and exploratory in terms of data collection method. The research approach is a combination of deductive and inductive methods. The statistical population includes 20 management professors and human resource managers of organizations who have been selected purposefully and using the snowball method. The data collection tool includes interviews in the qualitative section and questionnaires in the quantitative section. The validity of the instruments was confirmed through content validity and intra-coder reliability (for interviews) and test-retest reliability (for questionnaires). Data analysis was performed using content analysis and coding (in the qualitative part) and fuzzy mapping analysis (FCM) in the quantitative part.
Findings and results: Human resource branding behaviors are influenced by inspirational leadership, brand-oriented organizational culture, and training, which improve organizational performance and strengthen brand image. These behaviors lead to increased customer satisfaction and loyalty, improved brand equity, and sustainable competitive advantage. Therefore, developing these factors in organizations is essential to achieve brand goals and maintain competitive position.

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