برند کارفرمایی

In this paper, the efforts aligned with the 17 sustainability goals as one of the precursors of employer branding; It will connect two very current and underexplored marketing topics. Therefore, this study aims to design and explain the employer's brand model using a sustainable marketing approach.In summary, this research aims to answer the main question using a qualitative method and a grounded theorizing approach, "How is the presentation of the employer branding model with a sustainable marketing approach?" Also, this study aims to create a positive image of social responsibility actions and align with companies' sustainability goals under employer branding (with a sustainable marketing approach) to help recruit job applicants and keep talents in the company.Considering the nature of this research, which is exploratory research, the strategy is grounded theory, and the sampling method is theoretical sampling.The paradigm model of this research was designed based on the paradigm model of Strauss and Corbin. In this model, after implementing Open Coding, Axial Coding and Selective Coding, the final research model consists of 16 main categories, 40 sub-categories and 147 concepts.This research showed the consequences of building an employer brand with a sustainable marketing approach at four levels: a. subjective characteristics of sustainable employer brand; b. Sensory characteristics of the sustainable employer brand, c. Symbolic features of sustainable employer brand; and d. The instrumental characteristics of a sustainable employer brand are achievable.

In the present century, the success of the organizations judged not only based on their financial functions but also their impact on improving the social condition and environment. This reflects on organization’s social responsibility. The aim of this study is to offer some ways to improve social responsibility in Bank Melli as well as studying the effect of its reputation and employer brand along with analysis of its customer oriented mediation role.      The present study is applied and casual research. This research is hypothetical-deductive in nature descriptive survey. The population size has 250 employees of Bank Melli Iran branch on Kargoshaei but the sample size is 151 (female and male) that selected by using simple random sampling. For data collections, the standard questioner used and for analysis data, structural equation modeling and smart PLS software used. To assess the reputation of the organization, the Ponzi et al. (2011) questionnaire used, which included four items. To measure social responsibility, the questionnaire of Shin et al. (2016 including 3 items) used. Burton et al. (2005) questionnaire used to measure the employer brand, which included 25 items.To measure customer orientation, Tom et al. (2002) questionnaire used, which includes two dimensions of pleasure and needs, which includes 12 items. Reliability assessed using Cronbach's alpha coefficient. Given that for all variables, this value is above 0.7. In addition, as you can see, for all variables, the value of AVE is greater than 0.40 and the value of CR is greater than 0.7; Therefore, it can be said that the tool has good reliability. To evaluate the diagnostic validity of structures, two criteria proposed, one of which is the cross-sectional load of items.  The result of data analysis shows that the reputation and Bank Melli’s employer branding has a meaningful and positive effect on social responsibility. Moreover, there is a meaningful and positive relation between reputation and social responsibility rejected. The mediation role of customer orientation in relation between employer brand and social responsibility of Bank Melli also rejected. The result shows that the investment of Bank Melli’s managers on popularity of its employer brand can have a remarkable effect on improving its social responsibility. Findings showed that the effect of employer brand on social responsibility of Bank Melli employees is stronger than the effect of corporate reputation on social responsibility. The implicit guideline in this conclusion states that Bank Melli employees use the bank's internal marketing activities, which are effective in strengthening the attractiveness of the employer brand, in encouraging them to play social responsibility roles, more effective than external marketing actions that determine corporate reputation. In other words, the employees of Bank Melli consider working in a bank that has a high attractiveness in the employer brand to be more effective in playing their social roles than working in a bank that has a high reputation in the financial market. Therefore, based on this research result, it seems that the managers of Bank Melli should prioritize strengthening the employer brand in comparison with corporate reputation in order to fulfill their social responsibility. According to the findings, customer orientation cannot be a good mediating variable between the independent variables of Bank Melli reputation and brand and the dependent variable of social responsibility. As well as customer orientation cannot affect social responsibility, it suggested that future researchers work on new variables that can affect social responsibility. The reason for rejecting this hypothesis is that the employees and managers of Bank Melli consider customer orientation as a part of their main duties that expected by the customer and consider the fulfillment of social responsibility to depend on other activities. According to the findings, Bank Melli's reputation does not affect customer orientation. It suggested that Bank Melli employees and managers pay attention to the fact that in relation to customer orientation, they cannot rely on Bank Melli's external reputation.   According to the statistical results, the necessary conditions for confirming the role of customer orientation mediator in the relationship between the employer brand and social responsibility of Bank Melli. There is no orientation in the relationship between the employer brand and social responsibility of Bank Melli, so the research hypothesis that the role of customer orientation mediates between the employer brand and social responsibility rejected. Given that, the value of the coefficient of significance (t-statistic) for the two research variables is 3.21, so the research hypothesis as a relationship between reputation and social responsibility is a positive and direct relationship confirmed. Considering that the value of the significance coefficient (t-statistic) for the two research variables is more than 8.36, so the research hypothesis is established as a positive and direct relationship between the brand of employer and social responsibility. Considering that, the value of the coefficient of significance (t-statistic) for the two variables of the research is 1.49, so the fourth hypothesis of the research entitled the relationship between reputation and customer orientation do not confirmed. Considering that, the value of the significance coefficient (t-statistic) for the two research variables is 4.32, so the research hypothesis established as a positive and direct relationship between the relationship between the employer brand and customer orientation.

The experience of job seekers depends on the quality of their interactions with the organization and varies from positive to negative. Factors determining the quality of experience of job applicants: companies in the recruitment process use the processes, procedures and methods of recruiting applicants. The experience gained through these processes influences the applicant's future behavior and reactions and determines the status of the ongoing relationship between the applicant and the organization. Employers who are inclined to build a strong employer brand are more likely to invest their resources in this task and start developing a talent supply chain by improving their candidate relationships. The present study facilitates the employment of talented applicants in the retail industry and provides solutions to strengthen relationships with applicants. The purpose of this study is to find the effective factors in the candidate relationships and provide solutions to improve relationships with job applicants. This research is qualitative and is done by theme analysis method. In this study, the hiring managers of the retail industry, the managers involved in the hiring process and the job seekers of this industry have been interviewed. Twenty-four interviews were conducted and the concepts obtained from the interviews were categorized into three main themes: recruitment, selection and socialization. Out of the 24 interviews, 9 are specialists in hiring field and 15 are applicants for employment or are employment in this field. Also out of the 24 interviews, 5 were female and the rest were male.

In an annual survey conducted by Talent Board (2016), 41% of job seekers who had a negative experience, no longer intended to purchase the product of the organization they applied for employment or were unwilling to stay in relationship with that organization. Thus, it can be seen that the consequences of the applicant's bad experience are not only beyond the recruitment and talent acquisition processes but also can affect the overall performance of the organization.
The bad experience of the job seeker may both cause him / her to be excluded from the organization's customers or stakeholders and may cause negative consequences for the organization by publishing his / her experience in cyberspace, so the negative experiences of previous job seekers decrease CV submitted by potential applicants.
Research on Candidate Relationship Management has not portrayed the negative and positive factors affecting the Candidate Relationship Management and has not comprehensively and categorically identified the factors affecting the Candidate Relationship Management. Although little research has been done sparsely in this field, the study of factors affecting the Candidate Relationship Management is not comprehensive in any research. This study enriches the relevant literature in this field by identifying and categorizing the effective factors in Candidate Relationship Management.

The present study lays into the category of qualitative and applied research. This and so seeks a practical way to achieve improved Candidate Relationship Management. The research is interpretive and the research approach is inductive because Sub-themes were extracted from the concepts and the main themes were extracted from the sub-themes. In the inductive method, the coding process takes place without considering a predefined framework. The tool of this research is interview. Interviews are as a set of questions arising from the objectives. It is done orally. The interviews used in this study are structured and follow-up questions are used to clarify ambiguous answers. In this study, 24 interviews were conducted. Moreover, no new concept has been extracted from interview 19.

After identifying the important points of the interview, 96 concepts obtained. After categorizing the concepts, 26 sub-themes, 8 main sub-themes and 3 main themes were obtained. The highest frequency belonged to "selection" with 133 and the next belonged "recruitment" with 88 frequencies and finally "socialization" with 52 frequencies had the lowest frequency.
In the main themes; In "recruitment" the attractiveness of the job advertisement, the content of the job advertisement and the recruitment channel, which are sub-topics, have a great impact on creating a positive experience in the job applicants. In general, this theme has been mentioned 88 times.
In selection theme, the highest frequency in the sub-theme of the employee-finder with 83 frequencies and second place refers to the transparency of the job and it`s conditions and then the attitude of the employee-finder.
In socialization theme, the highest frequency is in the education and second place is educational content. After that, the trainer and the cost of education were the next priorities.

Factors influencing Explain three main factors; recruitment, selection, and socialization.
Recruitment stage: comprehensiveness of the advertisement, transparency of the job advertisement, discrimination in job advertisement, attractiveness of the job advertisement and …
Selection stage: Appropriateness of the selection tools In relation to the job, informing during the recruitment process, reducing the number of steps, reducing the process duration, the behavior of the company's employees, behavior of interviewer and ...
Socialization stage: type of in-service training, introducing of the company

In recent years, Bank Mellat has faced the challenge of retaining its good employees, and it seems that the bank's attractiveness in the field of employer brand and the level of job attachment among the bank's employees can explain this issue. The aim of this study was to provide solutions to improve the shelf life and retention of Bank Mellat employees by examining the impact of employer brand attractiveness on it and the mediating role of job attachment. From a methodological point of view, this research was descriptive-survey and cross-sectional and applied. The statistical population included all employees of Bank Mellat in Hamedan in 1398, which was used to obtain information from all people by census method, to 143 people. The method of data collection was standard questionnaires. For data analysis, structural equations were used with the help of PLS ​​software. The results showed that the attractiveness of the employer brand directly affects the desire to retain employees by 62%, the attractiveness of the employer brand by 61% affected job attachment and job attachment by 19% explains the tendency of employee retention. The results showed that the investment of organizations to enhance the attractiveness of their employer brand causes employees to become attached to their jobs and from this place promotes their desire to stay in the organization.

In the very competitive environments of distributor corporations hiring the sellers who are simultaneously competent and loyal is critical for improving sale performance. Among various determinant of sale performance, this research has investigated the intermediating role of organizational pride in the effect of employer branding on the sellers’ performance. The research is applied in nature and the method is descriptive and correlational. The population of interest consists of 850 sellers of Behpakhsh Corporation, among whom 220 have been randomly selected as the statistical sample. A standard questionnaire was used for data collection. Statistical tests such as confirmatory factor analysis, path analysis and t-test were used for data analysis through the LISREL and SPSS software. The results showed that all five studied aspects of employer branding (economic value, developmental value, social value, diversity value and fame value) have significantly positive effects on the sellers’ performance through organizational pride. Moreover, the current status of such factors was reported appropriate in that company.