Identifying the Characteristics of Librarians in Branding Iranian Libraries and Medical Information Centers: A Qualitative Study

Abstract

Introduction: Human resource management in libraries and medical information centers can play an important role in the branding process, which has received less attention so far. This study endeavored to identify the characteristics and role of librarians, as an important pillar of human resources, in branding Iranian medical libraries and information centers. Methods: This applied study employed qualitative content analysis method. The data were collected through semi-structured interviews with a purposeful sample of 14 managers of Iranian libraries and medical information centers. Results: Three major concepts, including cognitive, professional, and communication skills, 8 components and 28 codes related to the role and characteristics of librarians in branding libraries and medical information centers were identified. Conclusion: The managers of libraries and medical information centers should have sufficient sensitivity and planning to attract, select, and trigger librarians towards branding.

Keywords

• medical libraries
• information centers
• iran