Ethical Brand Model for Attracting and Maintaining Human Resources

Currently, due to the intense competition in the banking industry, attracting and retaining specialized, talented and efficient human resources has become a serious challenge in this bank. The current research has been done with the aim of providing a model of strengthening the ethical brand in order to attract and maintain human resources.               

This research is applied in terms of purpose, and in terms of survey-exploratory approach. The statistical population of this research was a group of experts (including university professors and consultants in the field of human resources management, experts in behavioral sciences and psychometrics, and senior managers of Tejarat Bank) who were selected as samples using the snowball sampling method. In this research, since the data-based theory method was used, the main tool for data collection was deep and unstructured interviews with experts. Finally, after three open, central and selective coding, the proposed research model was designed based on the paradigm model.

A total of 9 interviews were conducted, 123 initial concepts were extracted, after examining and putting them together and removing duplicate concepts, 36 final concepts were identified and placed in 12 main categories. Finally, the research model was drawn.

An ethical brand leaves a legacy of values, strategies and actions that can be considered morally correct and ethical. In fact, an ethical banking brand helps the society in a responsible, positive and sustainable way, respects the customers, and by observing fairness, respect and justice towards its employees, it can maintain its human resources effectively.