Экономические науки/ 6. Маркетинг и менеджмент

Shedenov U.K., Akhmetova Zauresh, Khussainova Aziza

al-Farabi Kazakh National University, Almaty, Kazakhstan

High School of Economics and Business

The concept of image of a higher educational institution as employer

Formation of a global education market is most intense in the last two decades and is characterized by increasing competition, both at the level of national education systems, and at the level of individual educational institutions [1, c.59]. So, in addition to the traditional institutions of higher education, new market actors - private educational institutions; media company focused on the dissemination of knowledge; multinational companies providing educational services of a new type; corporate centers or universities of international corporations.

Educational organization faces the task of developing its competitiveness, more serious work to the satisfaction of not only direct consumers of educational services, but also other stakeholders, in particular the teaching staff. Relationships with teachers all the more important because it is the teachers are carriers of the knowledge that is transmitted through the learning process and are the product of any educational institution.

Trends in international education market and increased competition, determine all the more serious insight into the activities of educational institutions of market principlesaimed at ensuring the competitiveness. Building effective relationships with teaching staff - one of the main challenges facing educational organizations - requires the use of modern technologies theory of human resource management, aimed at attracting, retaining and motivating teachers. Such technologies should provide not only administrative personnel work with the teachers (and other staff), but also enhance the competitive advantage of the educational organization by attracting talented employees.

One such technology is the formation of a positive image of educational organization aimed at team building, strengthening the sense of belonging and loyalty among employees to the organization, which in turn should help retain the most qualified employees and attract talent. [2] A positive image can have a positive effect on some of the economic indicators of the organization, for example, reducing the level of staff turnover or reducing the time spent organizing, searching for the right person, etc.

Interest in the study of the organization's image appeared for the first time in Western studies in the mid-1950s. The most frequent organizational image is determined as an image of organization, which was formed in the minds of the public. Organization in its activity is faced with a variety of community groups that have a variety of interests and present it to the various requirements. Therefore, as the well-known expert Mr. Dowling, "the company has more than one image; it will have a lot of images." Organization al image is the result of complex perception and communication messages generated by the organization, and the base of its formation are the results of all activities of the organization.Somestudiessuggestthefollowingtypologyoforganizationalimage:

• Mirror image - reflect the views of management and staff on how their organization, they think, is perceived by others (mirror image often inaccurate);

• the current image - is a real vision outsiders organization (it is not always positive, as we would like the management and staff of the organization);

• the desired image - the image of the organization, which would like to achieve management and staff organizations often do not match reality;

• corporate image - the image of the organization, which does not include the image of its products, services, brands, brands, etc .;

• Multiple image - a set of images submitted by individuals interacting with the organization [3].

One variety of organizational image is the image of the organization as an employer. Actualization of research in the field of image of the organization as an employer was caused by the appearance in the 1960-1970-ies in Germany the concept of marketing staff. Until now, Germany remains a center for research in the field of marketing staff (V. Bekker, R. Byunner, E. Ditmann, G. Shneyder, F. Shnellinger, H. Shtrutts, D. Eskadshteyn et al.). This concept operates with such concepts as "internal product" (work) and "internal user" (personnel organization) [4, c.48].

Everyone in the organization is seen as a customer, you want to motivate and encourage further development. The workplace is seen as a product that is intended for sale on the market of those with ability to work. Ultimately, the marketing staff is aimed at training, education and motivation of effective client-oriented staff to ensure customer satisfaction. For a long time most of the studies related to the study of workers' organizations concentrated on the analysis of their satisfaction. However, the problem is that the "satisfaction" - it's pretty vague term. Satisfaction can be defined characteristics such as “comfort”, "undemanding" at one extreme or "belief in the values of the organization" on the other [5, с.14].To date, most studies on personnel management, focuses on the definition and measurement of more universal indicators such as interest and loyalty. At the same time, some experts have noted the need to explore a broader category, namely the perception of workers' organizations, which serves as a concept image of the employer.

Research of image of the organization as an employer is an important task of marketing personnel, which allows you to answer the following key questions:

• how to involve staff in the organization, it needs the appropriate qualitative and quantitative parameters?

• how to keep employees working in the organization?

The formation of the image of the organization as an employer affected by objective and subjective factors. The objective or psychosocial factors include parameters organization in the external sphere, characterizing it on the market; they affect the level and nature of social and psychological continuity in the perception of the organization and the people are in a certain sense, a reflection of public opinion: well-known organizations; country of origin of the organization; the industry's image; image of the product; representation of the organization in the media; position in relation to the organizations involved in the various relevant community groups; them selves employees of the organization, acting as its representatives; participation in the organization of social and cultural life of society. Subjective or individual psychological factors affecting the formation of image of the organization should include the following characteristics of a potential employee: sex, age, education, occupation, social status characteristics (professional employment, marital status, living conditions, etc.), Socially significant individually –psychological personality traits, level of aspiration, health and others. The relationship of objective and subjective factors determine the "power" of the image of the organization as an employer [6].

We can distinguish two sides image of the organization as an employer-external and internal. External image of the employer–image about employer from representatives of the relevant external labor market: potential employees of the organization; organizations competing in the labor market; intermediary organization son the labor market (recruiting companies; media; work house sites, etc.); representatives of the professional community of HR specialists. [6].

Internal image of the employer-presentation about the organization as an employer of the staff and management. As employees of the organization are more aware of it as an employer, rather than representatives of the relevant external labor market, the internal image is more accurate and objective. Assessment of the overall image of the organization as an employer usually consists of evaluation criteria for internal and external image. To date, has not developed a clear system of criteria with respect to the overall image, in most research focuses on the attributes of an internal or external image. Among the criteria for external image in practical trials, the most frequently occurring popularity of the company, the international nature of the activity, the age of the company and its history, corporate culture, remuneration system, management style, the possibility of building a career, stable employment. In some studies, you can find data on the assessment of the significance of the criteria of the external image of the organization as an employer. In particular, O.N.Bayeva and D.I.Khlebovich studied the preference of the company -the employer's employment at the university students. The study revealed the importance of criteria such as good relation ships in the team, corporate events, respect for employees, career growth, job status, sense of belonging to a meaningful cause. [1] Criteria for internal image largely reflect the possibility of estimating the organization from the "inside." Some research consulting companies among the significant factors retention of employees in the companies referred to corporate culture and interpersonal relationships, work content, pay, opportunities for professional and career growth. Some authors have noted the importance of factors such as the fairness of the system of rewards and punishments, the type of corporate culture, communication within the company in the study of the internal image of the organization.

In general, all existing at the time of evaluation criteria the overall image of the organization as an employer can be arbitrarily combined into4 groups: economic, psychological, functional and organizational. Illustrate the qualitative characteristics of each group of criteria fora positive image of the organization can be the following characteristics:

• the economic characteristics: high wages, the availability of awards and bonuses, stable job security, work schedule, etc .;

• psychological characteristics: a strong corporate culture ", concerned the attitude of management to employees," healthy "psychological climate, objectivity in the evaluation work, etc .;

• functional characteristics: the content of the work, training opportunities, career prospects, the ability to fully implement existing knowledge and skills, etc .;

• organizational characteristics: working conditions, the control system, the nature of the organization's position in the market and so forth.The study ofthe image of the organization as an employer involves a study to assess the respondents' criteria, the most important from the point of impact on the achievement of the objectives of marketing personnel, namely the retention of valuable employees and attract new ones. It should be noted some features related to the nature of education al institutions for the study of the image of the higher education institution as an employer.

Firstly, as already noted, the teaching staff is a key element in the implementation of the educational functions of the organization - the transfer of knowledge of students, that is, provision of educational services. However, teachers cannot be considered as a unique resource of high school due to the fact that the majority of teachers working in several universities, high schools sometimes different cities or even countries. There fore likely to talk about the cost of forming the image of the university as a tool to attract and retain teachers employed on a regular basis. At the same time, this situation reveals the comparative characteristics of the investigated high school compared to its competitors in the study of the image of the educational organization of teachers, increasing the validity of the results.

Second, the specificity of the scope of teachers largely determines their value and motivational setting different from other areas of plant workers or employees of universities that must be considered when conducting research. Third, the control system in higher education is based on the possibility of combining teaching and administrative positions. This fact must also be taken into account in the study of the image of the university because of its direct impact on the criterion of career prospects, as they may be associated with either professional development (teaching positions), or focus on the development on the management hierarchy (administrative office) [7, c. 74].These circumstances largely restrict the traditional approach to the study of the image of the organization as an employer, already used in other are as, and the need to transform it for use in relation to higher education institutions.

The study of the image of the university as an employer should be carried out by one or more of the sociological methods, such as surveys, in-depth interviews, focus-groups, observation, etc. The most convenient method from the perspective of both the organization and conduct, and interpretation of the results is to conduct a survey of teachers in a given subject. The basis of the questionnaire should be included questions to obtain an estimate of the general criteria for the higher education institution as an employer and an assessment of the internal image of the studied high school teachers.

Questionnaire conventionally divided into two semantic parts: the first part of the question is formulated on the evaluation criteria of significance overall image of the university as an employer when choosing an educational organization as the main place of work. In the second part of the questionnaire presented questions regarding the overall evaluation criteria for teachers studied the internal image of the university and its competitors, as well as the assessment of the individual parameters of these criteria. The criteria for the overall image of the university, requires an assessment of the significance from the point of impact on employment are available include the following:

• leadership organization in the market;

• The international nature of the activity;

• psychological climate and interpersonal relationships;

• wage system and incentives;

• career development;

• professional development and opportunities for self-realization;

• the possibility of scientific research;

• working conditions;

• The content of the work. A set of criteria and internal image parameters for evaluation include:

•working conditions (equipment departments, classrooms, equipment, state of sanitary facilities, the conditions in paragraphs power supply, equipment and corridors, the appearance of the premises, the quality of cleaning and cleanliness of the premises);

•atmosphere in the team (the definition of satisfaction with the level and amount of informal activities, their importance, determining the presence of the university teachers-the "stars" and the assessment of the impact of their presence on the respondent);

•organization of educational process; work of employees of the university; control system in high school(evaluation of training units, to evaluate the performance of the administration of the university, the evaluation of satisfaction with the preparation and conduct of formal events);

•wage; additional incentive system (satisfaction with wages, the definition of the acceptable range of pay, estimate the fair remuneration system);

•career opportunities(assessment of the possibility of obtaining a scientific degree, receiving the title, the occupation of teaching positions, the occupation of administrative positions, known in the professional community, development and dissemination of scientific ideas, the desire to classes of administrative positions);

• the possibility of creative and scientific implementation (assessment of the level of organization and ability to participate in forms of scientific work (published in the scientific journal of the Institute, publishing books, scientific conferences, international projects, R & D projects));

• organizational culture (the definition of satisfaction with the level and amount of informal activities, their importance, evaluation of the importance of values transmitted by the university; the importance of domestic periodicals; satisfaction score preparation and conduct formal events).

Analysis of the questionnaires involves identifying and ranking the importance of assessment criteria when selecting the overall image of the educational institution as the main place of work from the perspective of teachers. These data are compared with the results of the evaluation criteria for the internal image and their parameters for the studied high school in order to identify the problem (or vice versa, positive) zones in the perception of the image of the institution studied. Additionally, a comparison of the average scores of criteria and parameters that characterize them, these teachers and administration (teachers occupying administrative positions) in order to detect inconsistencies in the perception of the image of the university under study between the two groups of teachers [8].

Thus, for domestic educational institutions mainly methodological basis of management personnel in the face of rising demands on the quality of higher education should be a concept of development of human resources and human relations.

Human resources management (personal and social), providing a basis for modern management practices in organizations ensure their ability to function and to solve specific problems for themselves. Urgent measures for human resource development of educational institutions may be the creation of systems development staff competence, qualifications of the teaching staff in accordance with the current models and technology management, systems development of corporate culture, management of the resource as a whole. Application of social technology-oriented staff, effective use of methods and tools to improve the image of the employer, increasing the attractiveness of the educational system for all interested parties in them, helps to ensure their competitiveness in the market of educational services.

References:

1. Bayeva О.N., Khlebovich D.I., Attractive company and work through the eyes of high school graduates // economic motivation and remuneration.– 2012. - № 4

2. Barrow, S., R. Mosley employer brand. The best of the brand-management to work with staff.: "Group of IDT", 2007

3. Gnevko V.A. Graduate School and innovative economy: problems of integration // Scientific journal "Economics and Management". 2011. - №6

4. Reputation management. – Oxford: Elsevier Ltd, 2005.

5. Mosley R. Customer experience, organizational culture and the employer brand // Brand Management. – Volume 15, No 2., November 2007.

6. Myslina Y. Image employer in the labor market preferences of potential employees // Staff -Miks. - 2012. - №5.

7. J. Knight. The effects of international trade in educational services. Economics of Education.2006. №5.

8. Kibanov A.Y., I.B. Durakova Personnel management: strategy, marketing and internationalization. Moscow: Infra-M.2007.