Volume 14, Issue 53 (Winter 2025)
IUESA 2025, 14(53): 35-47 |
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Bagherian E, daneshfard K, najafbagy R. Providing a model for human resources branding with a future jobs approach. IUESA 2025; 14 (53) :35-47
URL: http://iueam.ir/article-1-2238-en.html
URL: http://iueam.ir/article-1-2238-en.html
1- , daneshfard@iau.ac.ir
Abstract: (47 Views)
Abstract
The present study was conducted with the aim of designing a human resources brand model with a future jobs approach. This study is applied in nature and exploratory in purpose. Data collection was carried out through semi-structured interviews with experts and purposive sampling. With the presence of 15 experts with over fifteen years of experience, the researcher achieved theoretical saturation and extracted the dimensions, components, and indicators of the model. Data analysis was conducted using content analysis. The findings showed that the human resources brand model includes five dimensions of identity, characteristics, skills, capabilities, and competence, each dimension having a complementary role in forming the mental image of employees, strengthening personality capabilities, developing specialized and digital skills, improving technological capabilities, and creating key competencies for future jobs. The identity dimension includes professional, social, and virtual identities and shapes the multidimensional image of employees, the trait dimension enhances the adaptability and resilience of human resources, the skill dimension includes analytical, digital, and human interaction skills, the capability dimension shows the capacity to utilize technology and innovative learning, and the competency dimension includes smart expertise, creativity, intercultural literacy, and responsible ethics. This model represents the transition from traditional human resources to a smart, ethical, and technological human resources brand and defines employees as the organization's multi-layered and global human capital.
The present study was conducted with the aim of designing a human resources brand model with a future jobs approach. This study is applied in nature and exploratory in purpose. Data collection was carried out through semi-structured interviews with experts and purposive sampling. With the presence of 15 experts with over fifteen years of experience, the researcher achieved theoretical saturation and extracted the dimensions, components, and indicators of the model. Data analysis was conducted using content analysis. The findings showed that the human resources brand model includes five dimensions of identity, characteristics, skills, capabilities, and competence, each dimension having a complementary role in forming the mental image of employees, strengthening personality capabilities, developing specialized and digital skills, improving technological capabilities, and creating key competencies for future jobs. The identity dimension includes professional, social, and virtual identities and shapes the multidimensional image of employees, the trait dimension enhances the adaptability and resilience of human resources, the skill dimension includes analytical, digital, and human interaction skills, the capability dimension shows the capacity to utilize technology and innovative learning, and the competency dimension includes smart expertise, creativity, intercultural literacy, and responsible ethics. This model represents the transition from traditional human resources to a smart, ethical, and technological human resources brand and defines employees as the organization's multi-layered and global human capital.
Type of Study: Research |
Subject:
General
Received: 2025/11/3 | Accepted: 2025/12/19 | Published: 2025/12/22 | ePublished: 2025/12/22
Received: 2025/11/3 | Accepted: 2025/12/19 | Published: 2025/12/22 | ePublished: 2025/12/22
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