Designing a Human Resource Marketing Strategies Model to Address the Challenges of Building Integrated Work Teams in Virtual Environments Using Thematic Analysis

Abstract

This study aimed to present a complete model for designing human resource marketing strategies, taking into account the problem of making integrated work teams in virtual environments in companies that operate in Iraq. The importance of virtual work and the reliance of human capital management process on digital technologies made it necessary to create a model that can combine the essential elements of human resource marketing with the demands of virtual work. The research method used in this study was qualitative method. Themes were extracted and initial dimensions of the model were identified through thematic analysis and semi-structured in-depth interviews with 14 experts, managers and members of virtual teams. The results of the qualitative component revealed that a framework of dimensions consists of digital employer brand, virtual recruitment and hiring, digital training and development, virtual work culture, virtual employee motivation and retention, digital leadership, technology infrastructure and digital access, virtual organizational communication and digital performance management creates the basis of human resource marketing strategies in virtual environments. Further, the results indicate that the development of digital infrastructure, virtual leadership, digitizing employees' recruitment and development processes, and redesigning communication and performance systems are all important factors in the formation of integrated and efficient work teams in virtual environments.