برندسازی کارکنان دانشی؛ تعیین مؤلفه های برند شخصی اعضای هیأت علمی (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
با توجه به کاهش تعداد دانشجویان و افزایش رقابت بین دانشگاه ها و تغییر رویکرد جذب دانشجو به روش استادمحور، نقش اساتید شناخته شده و معتبر در موفقیت دانشگاه ها و جذب دانشجویان مستعد رو به افزایش است. پژوهش حاضر در پی شناسایی مؤلفه های مؤثر بر برند شخصی اعضای هیأت علمی است. روش پژوهش حاضر آمیخته اکتشافی است. در گام اول با استفاده از روش کیفی تحلیل مضامین، مؤلفه های برند شخصی اعضای هیأت علمی از طریق مصاحبه با خبرگان شناسایی و شبکه مضامین آن ترسیم شد. در گام دوم پژوهش، با توزیع پرسشنامه محقق ساخته بین 54 عضو هیأت علمی، تأثیر مولفه های شناسایی شده بر برند شخصی اعضای هیأت علمی رتبه بندی شدند. پایایی ابزار مصاحبه از طریق آموزش مصاحبه گر و تدوین راهنما مصاحبه تحقق یافت. پایایی ابزار پرسشنامه نیز با آزمون کرونباخ تأیید شد. یافته های پژوهش حاکی از آن است که استفاده از شبکه های اجتماعی علمی، انگیزه درونی، روابط بین فردی، تألیفات، هوش و استعداد، جایگاه علمی، فن بیان، دانش فردی و روش تدریس بر برند شخصی اعضا هیأت علمی دانشگاه ها تأثیرگذار است. براساس این یافته ها، پیشنهاد می شود که اعضای هیأت علمی ضمن ارتقای دانش فردی و تألیف کتاب ها و مقالات معتبر، از طریق توسعه روابط بین فردی به طور فعال در شبکه های علمی برخط و مجامع علمی و صنعتی مشارکت فعال داشته باشند. همچنین، با توسعه مهارات فن بیان و استفاده از راهبردهای مؤثر در تدریس، برند شخصی خود را ارتقا دهند.Branding of Academic Staff; Components of The Personal Brand of Faculty Members
With a decrease in student numbers, heightened competition among universities, and a shift in the student selection paradigm towards a professor-centric approach, the role of distinguished and respected professors in the success of universities and the attraction of talented students is on the rise. This research aims to identify the components influencing the personal brand of academic staff members. The research methodology is mixed exploratory. In the initial phase, employing qualitative thematic analysis, the components of the personal brand of faculty members were discerned through interviews with experts, and the thematic network was delineated. In the second phase of the research, a researcher-developed questionnaire was administered to 54 faculty members, and the impact of the identified components on the personal brand of faculty members was ranked. The research findings suggest that engagement with scientific social networks, intrinsic motivation, interpersonal relationships, scholarly publications, intelligence and talent, academic standing, rhetorical skills, personal knowledge, and teaching methodologies significantly influence the personal brand of university faculty members. In light of these findings, it is recommended that faculty members actively engage in online scientific networks and participate actively in scientific and industrial conferences by fostering interpersonal relationships. Moreover, through the enhancement of individual knowledge and the authorship of credible books and articles, and the development of expressive skills and the utilization of effective teaching strategies, they can elevate their personal brand.Introduction In the era of knowledge, faculty members play a vital role in scientific development and the advancement of knowledge-based societies. Given the diversity and increasing competition in the academic field, the personal brand of faculty members can serve as an effective tool for professional development and increased influence in the development of academic and industrial communities. In the current circumstances, where the number of students is decreasing, competition among universities to attract students is increasing. Therefore, universities need to utilize all tools, including the personal brand of professors, to enhance the university's brand.Even though there have been more experimental studies on personal branding in recent years, a comprehensive framework for personal branding in the academic staff domain has not been presented (Scheidt, Gelhard & Henseler, 2020). In this regard, the overall goal of this research is to identify the effective components of the personal brand of faculty members and provide a conceptual model based on them.Case study The study was conducted in the universities located in Mashhad.Materials and Methods This research employs a mixed-method exploratory approach. In the first step, qualitative content analysis was utilized to identify and illustrate the components of the personal brand of faculty members by conducting semi-structured interviews with identified experts. In the second step, the impact of the identified components on the personal brand of faculty members was ranked through statistical analyses.Discussion and Results The most important components of faculty members personal brandings are:Use of Academic Social Networks: Scholars emphasized the influential role of academic social networks, such as ResearchGate and Academia.edu, in shaping the personal brand of faculty members. These platforms were seen as effective tools for establishing connections with students and colleagues, increasing visibility, and showcasing scholarly work.Intrinsic Motivation: Faculty members expressed the importance of having internal motivation, as it drives individuals to engage in specific behaviors willingly and derive pleasure from particular activities related to building their personal brand.Art of Expression: The ability to effectively articulate ideas, especially in teaching, was highlighted as a significant component.Interpersonal Relationships: Establishing respectful and distinguished relationships, not only within academic circles but also with organizations, educational institutions, and relevant entities, was recognized as impactful.Personal Knowledge: Staying informed, having a critical view of theories, and even proposing new or synthesized theories were seen as essential aspects of an individual's academic brand.Academic Position: Having an accepted and high academic position was seen as a prerequisite for building a personal brand within academic circles and enhancing an individual's visibility and influence.Publications: The significance of publications and the number of works published were highlighted. However, it was emphasized that the quality and impact of publications are more crucial than sheer quantity.Teaching Methods: Engaging teaching methods, including interactive discussions, group activities, participatory learning, and the use of educational tools, were considered vital in making an instructor and their teaching memorable.Intelligence and Talent: Intelligence was seen as fostering a deeper understanding of phenomena, while talent needed recognition and focus to contribute to personal branding effectively.ConclusionThe identified components, such as the use of academic social networks, intrinsic motivation, the art of expression, interpersonal relationships, personal knowledge, academic position, publications, teaching methods, intelligence, and talent, collectively form a complex web that shapes the personal brand of faculty members.The findings have practical implications for faculty members aiming to enhance their personal brand. By recognizing the significance of each component, individuals can strategically focus on areas that align with their strengths and aspirations. This, in turn, can lead to improved career opportunities, increased visibility, and a positive impact on their academic and professional spheres.
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