Saghari Sam, Safavi Mahboobeh, Khalesi Nader, Mirzaei Abasat, Begloo Amin G
Department of Health Care Management, Faculty of Health, Tehran Medical Science, Islamic Azad University, Tehran, Iran.
Health Economic Policy Research Center, Tehran Medical Sciences, Islamic Azad University, Tehran, Iran.
J Educ Health Promot. 2024 Jul 11;13:229. doi: 10.4103/jehp.jehp_817_23. eCollection 2024.
Employer branding (EB) is a collection of ideas and beliefs that influence the perspectives of current and prospective employees regarding an organization and their employment experiences, serving as a strategic tool in the competition to attract talent. Positive EB can help retain current employees and attract new talents, making it an important issue in human resource management. This study aimed to identify and prioritize the factors affecting the EB of private hospitals in Tehran.
The study is applied in purpose and descriptive and analytical in terms of data analysis. Eleven hospitals were selected from 55 private hospitals in Tehran using non-probability and theoretical sampling methods. An expert from each hospital was purposively selected and interviewed. The experts held doctoral degrees in medical specialties and hospital administration experience. In-depth, unstructured interviews with experts constituted the primary method of data collection. Theoretical saturation was reached following the interview with the 11th expert. The entire research process lasted one year, from 2021 to 2022. The method of pairwise comparison matrix with triangular fuzzy numbers was utilized to rank factors contributing to hospital EB.
By using a fuzzy method of identification and prioritization, it was found that the most significant factors influencing the EB of private hospitals in Tehran were the level of industry competitiveness, an empowering work environment based on a coaching approach, cooperation with strong suppliers of drugs and hospital and surgery consumables, a generation-based focus on value, and a competitive advantage in EB.
This study provides valuable insights into the factors that contribute to EB in private hospitals in Tehran, which can be used to inform health policy making. The identified factors, such as industry competitiveness, an empowering work environment, and cooperation with strong suppliers, can help private hospitals attract and retain talented employees, ultimately improving the quality of healthcare services provided in the region.
雇主品牌（EB）是一系列理念和信念，会影响当前和潜在员工对组织及其就业体验的看法，是吸引人才竞争中的一种战略工具。积极的雇主品牌有助于留住现有员工并吸引新人才，使其成为人力资源管理中的一个重要问题。本研究旨在识别影响德黑兰私立医院雇主品牌的因素并对其进行优先级排序。
本研究目的明确，数据分析方面兼具描述性和分析性。采用非概率和理论抽样方法从德黑兰55家私立医院中选取了11家医院。从每家医院有目的地挑选一名专家并进行访谈。这些专家拥有医学专业博士学位且有医院管理经验。对专家进行深入的、非结构化访谈构成了主要的数据收集方法。在对第11位专家进行访谈后达到了理论饱和。整个研究过程从2021年持续到2022年，历时一年。采用三角模糊数的成对比较矩阵方法对影响医院雇主品牌的因素进行排序。
通过使用模糊识别和优先级排序方法发现，影响德黑兰私立医院雇主品牌的最重要因素是行业竞争力水平、基于辅导方法的赋能工作环境、与强大的药品及医院和手术耗材供应商的合作、基于代际的价值关注以及雇主品牌方面的竞争优势。
本研究为影响德黑兰私立医院雇主品牌的因素提供了有价值的见解，可用于为卫生政策制定提供参考。所确定的因素，如行业竞争力、赋能工作环境以及与强大供应商的合作，有助于私立医院吸引和留住有才华的员工，最终提高该地区提供的医疗服务质量。
