الگوی برندسازی شخصی مبتنی بر شایستگی‌های فردی و اشتغال فارغ‌التحصیلان

هدف این پژوهش شناخت چگونگی برندسازی شخصی در چارچوب شایستگی‌های فردی و کیفیت اشتغال متناسب با ره‌گیری مسیر پیشرفت شغلی است؛ در تحقیقات پیشین، تعامل ابعاد و شاخص‌های برند شدن شخصی بر اساس ابعاد شایستگی‌های فردی و کیفیت اشتغال در مسیر ترقی حرفه‌ای مدنظر قرار نگرفته است، لذا این پژوهش در صدد رفع این شکاف است. از این‌رو، با اتخاذ روش کیفی و اکتشافی تلاش کرده شکاف مذکور را با تعاملات مرتبط رفع کند. لذا سوالات تحقیق با تمرکز بر محورهای برند و برندسازی شخصی، ابعاد اثرگذار در برندسازی شخصی، شایستگی فردی و ابعاد آن، تاثیر شایستگی‌های فردی بر برند شدن افراد، ابعاد موردسنجش کیفیت اشتغال و در نهایت عوامل کسب موفقیت در جایگاه‌های شغلی، به هدایت و تعیین مسیر تحقیق پرداخته است. گردآوری داده‌های این تحقیق با رویکرد داده بنیاد و از طریق مصاحبه با خبرگان برند شاغل در صنعت و دانشگاه در حوزۀ مدیریت با مرتبه دکتری در سطح ملی با حجم نمونۀ 20 نفری جمع‌آوری شده است. داده‌های تحقیق پس از اتمام مصاحبه عمیق با گروه‌های کانونی، در نرم‌افزار مکس‌کیودا کدگذاری شد. پس از تحلیل نرم‌افزاری داده‌ها در چارچوب رویکرد داده‌بنیاد، نتایج پژوهش نشان می‌دهد که شایستگی‌های فردی با ابعاد ویژگی‌های شخصیتی و تطبیق با شرایط و همچنین کیفیت اشتغال با ابعاد ویژگی‌های شغل، خانواده، جامعه، پاداش و درآمد، بر برندسازی شخصی با ابعاد ویژگی‌های فرهنگی، نوع زندگی و مهارت، تاثیر بارز داشته و افراد با تمرکز بر توسعه شایستگی‌های فردی و تلاش‌گری در صداقت شغلی، برند خود را در مسیر ترقی حرفه‌ای با هدف افزایش اعتبار در جامعه کاری، افزایش شهرت، افزایش درآمد و شان و منزلت اجتماعی، ارتقا می‌بخشند.

identifying and depicting the path toward personal branding based on individual competencies and quality of employment

introduction: the aims’ study is to present a model of personal branding based on individual competencies and the employment. in this qualitative research, the grounded theory approach has been adopted for data collection. the aim is to develop a model; this study is categorized as exploratory and fundamental research. the study population consisted of experts and university professors in the business management, the organizational behavior management, human resources, and entrepreneurship departments, who know the concept of personal branding and extensively explored its various dimensions. a personal brand helps individuals emerge from obscurity and manifest by their abilities. personal branding allows people to establish their position as a professional in their field of work and build a reputation for themselves. to develop a personal brand, it is essential to acquire and reinforce individual competencies. researchers divide competence into two general categories: technical and behavioral. technical competencies or technical knowledge is associated with the execution of a task, whereas behavioral competencies are concerned with how it is conducted, which embraces knowledge, skills, and attitudes. research shows that if an individual possesses the knowledge and skills in a particular field, but their behavior and performance do not reflect that distinction and merit, they cannot be called competent in that field.previous research has primarily explored specific elements and variables of personal branding, and the role of individual competence and employment factors has largely been disregarded. informed by the importance of personal branding research on the employment and the role of individual competencies in personal branding, this study investigates how a personal branding model could be developed within the framework of individual competencies by considering employment factors. in fact, this model aims to fill a gap in the personal branding processes by accounting for the role of employment the variables of individual competencies in developing and shaping this type of branding.case study: the development of individual competencies presents an effective strategy to reduce the unemployment rate. hence, the main subject raised in this study is to develop a personal branding model based on individual competencies and employment.theoretical framework: to build a personal brand, it is essential to acquire and improve individual competencies. researchers split competence into two categories: technical and behavioral. technical competencies or technical knowledge related to the execution of a task, and behavioral competencies are concerned with how the work is performed, which includes knowledge, skills, and attitudes. according to studies, if one possesses the necessary knowledge and skills in a particular field, but his behavior and performance fails to reflect that distinction and merits, he/she cannot be called competent in that field. in addition, competence is inherently associated with value creation and innovation. even with a command of knowledge and skills and a well-adjusted attitude, entrapment in the stagnation of everyday life would suppress one’s competence, which has a direct impact on employment.methodology: based on its purpose and nature, this is qualitative research. it is also exploratory in its attempt to present a model. drawing on the grounded theory approach, this paper investigates a population of university professors, managers and consultants. sampling conducted using the purposive sampling method. to do so, the snowball sampling technique adopted at this stage of the study. data collected through interviews. all steps grounded theory did by using maxqda software also utilized for data analysis. data encryption carried out using the following three steps: open coding, axial coding and selective coding.