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.