شناسایی الگوی ذهنی کارفرمایان از ویژگی های ظاهری و رفتاری مؤثر بر استخدام بازاریاب در سازمان های مشهد (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
اولین مرحله استخدام بازاریاب در سازمان ها، شرکت در مصاحبه استخدامی است. بر اساس علم ارتباطات، ظاهر فرد در این ملاقات اهمیت فراوانی دارد و از آنجا که شغل بازاریاب از مشاغل حیاتی سازمان است، متقاضیان شغل با توجه به پوشش و رفتار خود می توانند برداشت کارفرما را تحت تأثیر قرار دهند. بر این اساس، هدف از مطالعه حاضر بررسی عوامل ظاهری و رفتاری مؤثر بر استخدام و همچنین، بررسی الگوی ذهنی کارفرمایان از ظاهر بازاریابان در زمان استخدام بوده است. همچنین، پژوهش حاضر با کمک روش کیو و تلفیق علم مدیریت منابع انسانی، رفتار سازمانی، بازاریابی و ارتباطات، به صورت میان رشته ای انجام گرفته است؛ بنابراین در پژوهش کیفی-کمی حاضر، فضای گفتمان (شامل کلیه عوامل ظاهری و رفتاری مؤثر) به همراه پیشینه گردآوری شده و مصاحبه با خبرگان در اختیار مشارکت کنندگان پژوهش که شامل مدیران منابع انسانی 9 صنعت مختلف است، قرار گرفت تا مشارکت کنندگان بر اساس دیدگاه خود، کارت های فضای گفتمان را در نمودار کیو پژوهش بچینند. نتایج تجزیه وتحلیل داده ها و اطلاعات حاصل از مطالعه منجر به شناسایی الگوی ذهنی مدیران از عوامل ظاهری و رفتاری مؤثر بر استخدام بازاریاب شد. بر این اساس، مهم ترین ویژگی های ظاهری و رفتاری بر اساس اتفاق نظر کلیه مشارکت کنندگان پژوهش مواردی چون اشتیاق، ذکاوت و تیزهوشی و سبک ارتباطی است. بر اساس یافته های پژوهش حاضر، ویژگی های ظاهری که بیشترین تأثیر را بر استخدام بازاریاب دارند، شناسایی می شوند و افرادی که قصد استخدام شدن را به عنوان بازاریاب دارند، می توانند با داشتن این ویژگی ها در مصاحبه استخدامی موفق تر باشند. در این میان، کارفرمایانی که قصد استخدام بازاریاب را دارند با دانستن این موارد، کمتر تحت تأثیر ظاهر افراد قرار می گیرند و در نهایت، ویژگی های مهم تر را مد نظر قرار خواهند داد.Identifying the Mental Pattern of Employers Regarding the Appearance and Behavioral Characteristics Effective in Hiring Marketers in Mashhad Organizations
The first stage of hiring marketers in organizations is to attend a job interview. According to the science of communication, the person's appearance is very important in this meeting and since the marketer’s job is one of the vital jobs of the organization, job applicants can influence the employer’s perception according to their clothing and behavior. As such, the aim of the present study is to investigate the appearance and behavioral factors affecting recruitment and also to examine the mental model of employers regarding the appearance of marketers at the time of recruitment. In addition, the current research has been done in an interdisciplinary manner with the help of the Q methodology and the integration of the sciences of human resource management, organizational behavior, marketing, and communication, Therefore, in the current qualitative-quantitative research, all effective external and behavioral factors along with the collected background and interviews with experts were provided to the participants of the research, which include human resource managers from 9 different industries. The participants, based on their points of view, arrange the discourse space in the Q diagram of the research. The results of the analysis of the data led to the identification of the managers' mental model of the appearance and behavioral factors affecting the recruitment of marketers. The most important physical and behavioral characteristics, based on the consensus of all research participants, are issues like passion, intelligence, and communication style. Based on the findings of the present study, the appearance characteristics that have the greatest impact on hiring a marketer are identified, and people who intend to be hired as a marketer can be more successful in the job interview by having these characteristics. In the meantime, knowing these factors, employers who intend to hire a marketer will be less influenced by people's appearance and will consider more important features. IntroductionAccording to the science of communication, non-verbal communication is one of the most important influencing methods that has penetrated various sciences, including management and marketing (Dobusch, et al., 2021; Dehwari Mohammadi, 2014; Shah Vali, 2014). One of the important functions of non-verbal communication in the organization is during labor recruitment, which may lead to choosing the right person for the right position and vice versa, creating unwanted discrimination among job candidates and accepting the wrong person for organizational positions (Roncarlo et al., 2022). Due to the great importance of the issue of appearance and behavioral factors affecting the hiring of marketers for various institutions and organizations, the researcher's extensive investigations indicated that no study has been conducted on this issue at the level of Iran. In addition, according to the extensive searches conducted in the articles written by researchers in other countries, no research was found in which all the components were studied in a comprehensive and integrated manner. Therefore, it can be claimed that in this research, for the first time, all the external and behavioral factors affecting employment have been comprehensively and integrated from the literature of human resources management, behavioral studies, and marketing studies. MethodologySince the current basic research seeks to identify the mental model of employers of the appearance and behavioral characteristics that affect the hiring of marketers, the Q methodology was used. The Q methodology is a tool for investigating and identifying the opinions, thoughts, attitudes, opinions, and mentalities of people. This method is designed to reveal mental patterns such as attitudes, beliefs, feelings, and views of the participants (McKeown & Thomas, 1988). In the Q method, targeted sampling is done with the help of the snowball method and will continue until the information saturation is reached, that is, when the researcher feels that the arrangement of the Q cards has become repetitive. FindingsIn the present study, based on the findings of descriptive statistics, the average age of the participants was 36.95, and among the participants, the lowest age was 27 and the highest age was 68. In addition, 74% of the participants were men and 26% were women, and the longest job experience among these people was 50 years and the lowest was 2 years. Considering the relative alignment that existed between the opinions of the managers of each of the studied industries with the findings of the group of industries, the opinion of all the participants has been analyzed in an integrated manner. The findings of the research showed that 21 mental patterns have been extracted on behavioral and appearance factors affecting the recruitment of marketers, that the first pattern has the most commonality and the highest amount of eigenvalue, and according to the statistical findings, it is the most important mental pattern among the research participants. ConclusionsAccording to the participants’ views, using 3 components has the greatest impact on employers in the first meeting: 1) passion, 2) intelligence and acumen, and 3) Communication style. The findings of the present research regarding passion are consistent with the findings of Soleimani et al.’s research (2018) in which there was a significant statistic between passion and career success.The findings of the current research were in line with the findings of the research by Karubi et al. (2015) in which intelligence and acumen have a positive and significant effect on job performance, and people who have higher intelligence and acumen are more compatible and perform better with their profession.The findings of this study are congruent with the findings of Hosseinpour and Tayibi Sani, 2015). They found that communication style has a positive and significant effect on job performance, and people who have a suitable communication style in the visual and verbal marketing sectors have a greater impact on will-be marketing.It is suggested that researchers use non-appearance components in addition to appearance-related components in their research. In addition, from the point of view of psychology, researchers should identify the mental patterns and personality of each employer and achieve significant results. Considering that our country is culturally and religiously made up of different strata (Shia, Sunni, Zoroastrian, Armenian, etc.), it is possible to examine the comparative viewpoints between two specific religions. .
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