Branding model of organizational leadership with employee experience management approach

Abstract

The aim of this research is to identify the effective factors on organizational leadership branding with the approach of employee experience management, which led to the design of a model in Iran's automotive research and development centers. This research was done in terms of purpose, application, discovery and qualitative method. To collect information from articles related to the topic and semi-structured interviews with managers of centers and to analyze the data, content analysis method was used. After descriptive and interpretive coding (King and Horrocks's perspective), the basic topics were classified and a proposed leadership branding model based on employee experience management was presented.The findings of the research show that in order to develop the leadership brand, we need to manage the experience of employees in the main system of the organization in the face of external stakeholders, employees and managers.Based on the obtained themes, for the development of the leadership brand, a positive experience should be formed in how to respond to the stakeholders, human resources management and the development of managers.Under these main themes, sub-themes were identified as points of contact between leadership and employee experience.

Keywords

• organizational leadership
• leadership branding
• experience management
• stakeholders' expectations