Poster Presentation

Paper ID : 1470-SSRC (R1)

دانشگاه رازی

Personal branding of the employee makes the employees to always do their work in a better way. It also strengthens the overall brand of the company and gives it credibility. In other words, when employees are branded, they will increase the reputation, credibility and success of the company. Therefore, the purpose of the current research was to identify the consequences of personal branding of employees of sports federations in Iran. The research method is qualitative (data-based theory). The statistical population of this research includes experts, experts, experts and professors in the field of this research. For sampling, the snowball sampling method was used to conduct in-depth interviews. The research tool was an interview that was conducted with 16 people. The validity of the research tool (interview) was examined and confirmed by the interviewees and then the expert professors, and the intra-subject agreement method was used to measure the reliability, and according to this method, the reliability value was equal to 0.89. In this way, the reliability was also confirmed. In order to analyze the data, the data-based theory method was used. The findings of this research showed that the consequences of personal branding of the employees of the Iran Sports Federation include two main categories and some central categories, including: improving the economic and social status of the federation, which includes (the health of the federation, improving the financial status of the federation and satisfaction) Mendi) and improvement of personal situation which include (self-improvement, social acceptability and productivity of human resources) and these categories include 26 factors or open codes. Based on the findings of this research, we conclude by emphasizing the findings of the research and the identified consequences, macro-policies and effective measures should be taken to brand the employees so that employees can have their personal and social identity. understand themselves better. This, in turn, can help them to improve their behavior and performance and be a role model for colleagues and others.

Keyword: Branding; Sports; employee; quality