Developing and Presenting an employer brand model in insurance companies

Yadegari, M.; Mojibi, T.; Imankhan, N.; Mehdizadeh Ashrafi, S.A.

doi:10.22056/ijir.2020.03.06

Document Type : Original Research Paper

Authors

¹ Department of Public Administration, Faculty of Management and Accounting, Islamic Azad University, Firuzkoh Branch, Tehran, Iran

² Department of Business Administration, Faculty of Management, Islamic Azad University, Firuzkoh Branch, Tehran, Iran

https://doi.org/10.22056/ijir.2020.03.06

Abstract

Purpose: The present research was conducted with the aim of investigating and presenting the employer branding model in Iranian private insurance companies.
Methodology: In terms of the purpose of this research, it was applied with a developmental approach, which used interview and questionnaire tools to collect data. The research experts consisted of 22 people with experience in the insurance industry and senior managers of active insurance companies in the field of human capital.
Findings: Data analysis during three stages of open, central and selective coding revealed 16 general categories in the form of a paradigmatic model including causal conditions, meritocracy category, establishment strategies, contextual factors, intervening conditions, facilitating conditions and consequences of the employer branding model process in private insurance companies, which reflected the relationships between different dimensions.
Conclusion: The results showed that employer branding in insurance companies is realized based on work-life balance, rewards and benefits, social responsibility, organizational brand strength, internal branding, work environment, individual and specialized competencies, organizational culture and environment.

Keywords

References

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Iranian Journal of Insurance Research

Developing and Presenting an employer brand model in insurance companies

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Volume 9, Issue 3 - Serial Number 33
July 2020
Pages 326-341

Developing and Presenting an employer brand model in insurance companies

References

References

Letters to Editor

Send comment about this article

Volume 9, Issue 3 - Serial Number 33July 2020Pages 326-341

Volume 9, Issue 3 - Serial Number 33
July 2020
Pages 326-341