Designing the Employer Brand Model of Insurance Companies in Order to Overcome the Challenge of Attracting and Retaining Talented and Specialized Human Resources (Qualitative Approach: Grounded Theory)

The current research has been carried out with the aim of presenting the employer brand model of insurance companies in order to overcome the challenge of attracting and maintaining talented and expert human resources. This research is practical in terms of purpose, and survey-exploratory in terms of approach. The statistical population of this research was a group of human resources experts, including university professors, organizational consultants, and senior managers of human resources of insurance companies, and they were interviewed in depth. This selection and conducting interviews continued until theoretical saturation was reached and then it was stopped. In this research, the purposeful sampling method was used and this process continued until the theoretical saturation of the researcher was reached. Finally, this method was an interview with 9 experts. In this research, since the grounded theory method was used, the main tool for data collection was an in-depth and unstructured interview with experts. Finally, after open coding, central coding, and selective coding, the conceptual model of the research was designed based on the paradigm model.