Designing a Model of Personal Branding for Employees with an Emphasis on Organizational Training (The Case of Administrative Staff of the Judiciary of the Islamic Republic of Iran)

Abstract

The staff is the most important contributor to the development of an organization. A new approach in modern organizations is personal branding. This study aimed to design a personal branding model for the staff of the Iranian judiciary system with an emphasis on organizational training. Building on a qualitative approach and grounded theory, the study incorporated faculty members and specialists in the field of personal branding and human resource management as its statistical population. Sixteen individuals were recruited via purposive sampling and subsequently interviewed. Strauss and Corbin’s systematic approach was employed to analyze the data. According to the conceptual model, personal branding was the axial phenomenon in the model, while effective communication, professionalism, individual dynamics, creative thinking, ethical behavior, and individual characteristics were the causal conditions; organizational culture and climate and environmental factors were contextual factors; constructive negotiations, service compensation system, perceptual skill, and human resource management system were intervening conditions; knowledge management, preservation of human resources, strategic plan, personal brand management, performance management, organizational dynamics, staff training system, and resiliency were strategic factors; and the administrative system health, self-improvement, idealism, human resources productivity, and optimization of decision-making were the consequences of the research model.