The Impact of Managers' Kindness and Humor on Attractiveness of the Employer Brand with the Mediating Role of Organizational Entrepreneurship

 The study has been conducted to analyze the impact of kindness and humor of managers on the attractiveness of the employer's brand with the mediating role of organizational entrepreneurship in private universities of Herat Province.

 The present research is an applied research and descriptive survey. This study was conducted in Herat and statistical population is managers of private universities of Herat Province. 360 people were selected as a sample by stratified sampling. A questionnaire method was used to collect primary data and a library method was used for secondary data. The questionnaire was designed by different studies and also based on the conditions of the study area. This research includes four variables of managers' kindness, managers' humor, employer brand attractiveness and organizational entrepreneurship. In order to analyze the data and to test the research hypotheses, the confirmatory factor analysis (CFA) technique and structural equation modeling (SEM) using Amos24 software have been used.

 The results of this study showed that the effect of managers' kindness on employer brand attractiveness with a path coefficient of 0.70 and a managers' humor of 0.33 is confirmed, which indicates that the managers' kindness variable predicts a total of 70% of changes in employer brand attractiveness and managers' humor variable predicts a total of 33% of changes in employer brand attractiveness. The results show that the variable of organizational entrepreneurship with path coefficients of 0.015 and 0.03 and significant coefficients of 0.002 and 0.01, as a mediator in relation between manager's kindness and humor and employer brand attractiveness was confirmed.
 According to the results of the hypotheses analysis, the model is well-fitted and all the hypotheses are confirmed. The results of hypotheses test showed that managers' kindness (70%) and managers' humor (33%) had a direct and significant effect on employer brand attractiveness, and also the organizational entrepreneurship mediation in relation between managers' kindness and humor and employer brand attractiveness was confirmed.

 The text discusses the findings of a study that focused on the role of managers' kindness and humor, as well as organizational entrepreneurship, in the success and employer brand attractiveness of private universities. The study found that managers' kindness and humor have a positive causal effect on the employer brand attractiveness of private universities. These two factors guide the employer brand attractiveness in a positive direction. Additionally, the study highlighted the positive impact of managers' kindness and humor on organizational entrepreneurship.The practical implications of the study suggest that universities can enhance their employer brand attractiveness by developing entrepreneur-oriented programs and fostering partnerships among entrepreneurs. Creating an incentive environment for innovation, providing opportunities for employees to present ideas, and fostering a friendly workplace atmosphere can also increase innovation capabilities and employer brand attractiveness effectively. Ultimately, the study concludes that managers' kindness, managers' humor, and improving entrepreneurial capabilities within university staff contribute to the creation of entrepreneurial businesses characterized by creativity, innovation, and value creation, thereby enhancing employer brand attractiveness in universities.