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DESIGNING AND EXPLAINING THE EMPLOYER BRAND REINFORCEMENT MODEL OF FIRST BANK TO ATTRACT AND RETAIN HUMAN RESOURCES (A MIXED-METHOD APPROACH)
Abstract
The present research aimed to design and explain the employer brand reinforcement model of First Bank to attract and retain human resources. The research was applied in terms of purpose, exploratory in terms of approach, and mixed-method (qualitative-quantitative) in terms of data analysis. In the qualitative phase, a group of experts (including university professors and advisors of human resource management, experts in behavioral sciences and psychometrics, and senior managers of First Bank) was selected and interviewed in depth to design the model based on the grounded theory methodology. The snowball sampling method was used in this phase and the process continued until the theoretical saturation of the researcher and a total of 9 interviews were conducted. In the quantitative phase, the expert and talented employees of different branches of First Bank in Tehran were considered as the statistical population, and among them, 136 were selected as a statistical sample using stratified random sampling with voluntarily and purposefully proportional and non-random convenience distribution. In the qualitative phase of the research, in-depth and unstructured interviews with experts were the main tools for data collection because the grounded theory was used. In the quantitative phase, a closed-ended and researcher-made questionnaire consisting of 42 items designed based on the initial conceptual model, research literature, and data from interviews, was the main tool for data collection. In the quantitative phase, SPSS, LISREL, and Smart-PLS software were used to perform descriptive and inferential analyses. Finally, the research results led to the design of the employer brand reinforcement model of First Bank to attract and retain human resources (based on the structure of the paradigm model) that were confirmed after the quantitative test.
Keywords: social networks-based marketing effectiveness, educational service businesses,