Identifying the Components of Strategic Human Resource Management in Organizational Reputation Management with a BSC Approach in Payame Noor Universities of Tehran Province

Abstract

This study aimed to examine the role of strategic human resource management in managing organizational reputation in Payame Noor universities of Tehran province based on the Balanced Scorecard (BSC) approach. This qualitative study employed a systematic grounded theory approach. Data were collected through semi-structured interviews with 19 experts and managers in the fields of human resource management and university administration. The snowball sampling method was used until theoretical saturation was achieved. The collected data were analyzed using open, axial, and selective coding, leading to the development of a conceptual model for strategic human resource management in organizational reputation management. The results revealed that strategic human resource management within the BSC framework consists of causal conditions, contextual conditions, intervening conditions, strategies, and outcomes. Causal conditions included organizational leadership, stakeholder expectations, social responsibilities, and strategic management for growth. Contextual conditions such as mission and policies, organizational strategies, and stakeholder interactions played a crucial role in achieving organizational reputation management. Intervening conditions, including cultural awareness, organizational experiences, and university legitimacy, influenced reputation management. Ultimately, HRM strategies, including macro strategies, service innovation, strategic orientation, and technological strategies, contributed to enhancing organizational reputation. These strategies resulted in positive outcomes such as increased human capital, stakeholder trust and loyalty, and an improved competitive position for the university. Strategic human resource management in universities can play a significant role in strengthening organizational reputation. Implementing appropriate HRM strategies, leveraging modern technologies, fostering positive community interactions, and fulfilling social responsibilities can enhance the university’s position at national and international levels.