employer branding

In today's era, it is necessary to use and optimally manage organizational resources, especially human capital, as the most important organizational capital, and organizations should have a strategic approach to aligning human resource management and environmental management. On the other hand, in case of successful implementation of green human resources management, employer branding can be created in the organization and its benefits can be used. Therefore, the main goal of the research is to investigate the impact of green human resources management on employer branding with the mediating role of environmental and social sustainability of SMEs in Tehran province. This study is an "applied research" in terms of its purpose, and in terms of its nature and method, it is a "descriptive-survey research" and because the researchers seek to explain the effect between the research variables, this research of The type is "correlation studies". The statistical population was the employees of the laundry companies located in Abbas Abad Industrial Town of Tehran (460 people), of which (210) were selected by simple random method based on Cochran's formula. From the questionnaire of Sabz Dumont et al. (2017), corporate environmental sustainability by Sivert et al. (2015), corporate social sustainability by Mani et al. (2018) and finally the employer brand Sivertzen et al. Data were used. The results of structural equation modeling with Smart PLS software showed that green human resource management directly and indirectly through the mediators of environmental and social sustainability of companies have an impact on employer branding.

Attracting and employing human resources inspired by a strategic approach not only follows certain criteria, but is considered a key component of a strategic human resource management system in most changing organizations. The aim of this study is to explain the factors affecting employer branding at Amin University of Police Sciences.

The present study is applied in terms of purpose; exploratory in terms of nature; and descriptive-analytical in terms of method using quantitative and qualitative content analysis. To collect data for quantitative content analysis, the library method based on books and articles was used, and data for the qualitative Delphi method were collected through interviews with university experts and scholars. In line with the qualitative method, sampling began purposefully and was completed with theoretical sampling and maximum variability.

Considering the data analysis in the quantitative content analysis section, the related literature on employer branding resulted in a theoretical model comprised of six variables: compensation and benefits; work environment and conditions; work-life balance; organizational culture; organizational reputation; and employment and occupation conditions. The data analysis in the Delphi method section showed that the compensation and benefits variable was the most important, while the employment and occupation conditions variable was the least important among experts at Amin University of Police Sciences.

The identified factors affecting employer branding in this study were much more comprehensive than previous research. Additionally, value was added to previous employer branding research, and a developed conceptual model on employer branding in the university was designed for the first time.

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.

Corporate Social Responsibility (CSR) has become increasingly significant for managerial authorities striving for organizational success. Comprehensive CSR initiatives are essential to address the growing pressures for heightened CSR commitment in corporate entities. These innovations enhance organizational performance within communities and have positive implications for individuals, communities, and state sectors. This study aims to highlight the impact of CSR on product innovation, exploring the mediating role of employer branding within medium and large manufacturing companies of Southern Iran's Bushehr City.

The study serves an applied purpose and employs a descriptive survey method for data collection. Its focus is on 100 medium and large manufacturing enterprises in Bushehr, Iran. Employing a combination of stratified and convenience sampling techniques, a total of 80 companies were chosen for inclusion in the study. To ensure the reliability of the questionnaire, Cronbach's alpha coefficient was calculated at 94%, and content validity analysis was employed for construct validity. The SmartPLS software was utilized to assess research hypotheses. The research instrument used in this study is a two-part survey. The initial section gathers general and demographic data from the participants, while the latter part includes inquiries for research assessment, utilizing a five-point Likert scale, comprising 46 questions in total. During the study, each company received between 3 to 5 in-person surveys. After the data were collected, an average was computed from each company's responses, and one survey per company was chosen as the foundation for the analysis. Consequently, our evaluation was fundamentally rooted in 80 completed surveys.

The achievements indicated that CSR notably and positively influences both product innovation and employer branding. Yet, the impact of employer branding on product innovation didn't show a significant statistical effect. Moreover, the intervening function of employer branding in the connection between CSR and product innovation didn't demonstrate any statistically meaningful importance.

The outcomes of structural equation modeling highlighted the significant and beneficial effect of CSR on product innovation and employer branding in medium to large businesses. Although there wasn't a direct correlation found between employer branding and product innovation, the general results underscored the crucial function of CSR in promoting innovation and brand growth. Companies ought to prioritize social responsibility in their operations, as it is crucial for their survival. It was observed that large corporations are significantly investing in socially responsible actions, proving it's not a burden but rather a competitive advantage. Companies, therefore, need to pour resources into social responsibility initiatives and innovations with the aspiration to meet diverse expectations. Put differently, firms focusing on socially responsible actions tend to innovate more in products and procedures for various reasons, primarily because the orthodox approach is no longer effective. They need to lean on innovation to carry out these practices. Moreover, stakeholders wish to amplify their social involvement which, in turn, bolsters potential innovative responsibility within the companies. Also, activities related to social responsibility compel companies to innovate to meet the requirements of emerging consumers.

Today, with increasing business competition, the employer brand forms an ideal image of the organization in the minds of current, potential employees and other stakeholders and leads to employee loyalty. The purpose of this study is design an employer branding model in the Statistics Center of Iran with a mixed method approach. Data in the qualitative part were collected through semi-structured interviews with 10 professors, brand experts and boss, deputies and managers of the Statistics Center who were purposefully selected and in the quantitative part using the Cochran's formula of 340 managers, staff of the Statistics Center Iran and partner companies with Iran Statistics Center (corporate customers). The collected data were analyzed by grounded theory method through coding (open, axial and selective) using MAXQDA software and in the inferential quantitative part using SPSS 16 and 24 Smart PLS software. Fitness tests showed the validity of the comprehensive model of employer branding in the Statistics Center of Iran. Findings of the present study consisting of 6 dimensions, 17 components and 51 items lead to the design of the employer's branding model in the Statistics Center of Iran and finally seventeen components are involved in explaining the comprehensive model of the employer's branding in the Statistics Center of Iran.

The purpose of this study was to identify the factors affecting employer branding with a multi-level approach in the commercial banking industry. The research is applied in terms of purpose and qualitative approach in terms of method. Participants include informants and experts in the commercial banking system who were selected from the top and selected private and public banks in the cities of Shiraz and Tehran by means of purposeful judgment sampling. The data collection tool was interview. In order to analyze the data in the interview section, the theme / theme analysis technique was used. The results showed that 14 themes such as interventions and coercion of upstream institutions, international relations, laws and regulations, technological developments, competition in industry, socio-cultural developments, political developments, governance policies, etc. at the macro level Employer branding is effective in commercial banking system. At the intermediate level, 36 themes such as organizational climate, geographical location, dynamic and flexible organizational structure, organizational transparency, social responsibility, quality of reward system, quality of compensation system, organizational discipline, job rotation and enrichment, etc. was effective on branding the bank's employer. Finally, 8 themes include freedom of action at work, volunteers 'personality and behavioral characteristics, individual needs and motivations, gaining social status, job-specific characteristics, volunteers' beliefs and values, desire for personal development, and desire to be appreciated working at the micro level had an impact on employer branding in the commercial banking system.

The purpose of this research is surveying the effect of the satisfaction from internal communication on employee engagement, perceived organizational support and employer branding. The current research is applied in terms of purpose and descriptive-survey in terms of nature and method. The statistical population includes 800 employees of Yazd Housing Bank, 260 of whom were selected as a sample for the first half of the year 1400, using Cochran's formula. The data collection tool is the standard questionnaires that exist in this field. Validity (convergent and divergent) and reliability (factor loading, composite reliability coefficient, Cronbach's alpha coefficient) of the measurement model indicated that the model had good validity and reliability. The results of hypothesis testing by SMART-PLS software showed that the satisfaction from internal communication does not affect Employee Engagement, but it has  effect on perceived organizational support and employer branding. Perceived organizational support has an effect on Employee Engagement and employer branding; Employer branding has an effect on Employee Engagement and finally, employer branding can play a mediating role in the relationship between perceived organizational support and employee engagement and also between internal communication satisfaction and employee engagement.  Indeed, the mediating role of perceived organizational support in the relationship between the satisfaction from internal communication and Employee Engagement and also between the satisfaction from internal communication and employer branding was also confirmed.

As a source of strategic competitive advantage for organizations, the Human Resources Brand has been the basis for research and development by management researchers in recent years. While the term "human resources brand" refers to the reputation of an organization and its relationship with society in general and job seekers in particular; To take advantage of the myriad benefits that can be enumerated, one must enter the field of human resource branding and while identifying the requirements of successful branding in the field of human resources, a suitable model to implement the goals and requirements of Human resource branding requirements.

This research has been done in the framework of quantitative approach and using the method of structural equations. To collect the data, the researcher-made questionnaire was distributed in several companies and after collecting the data, the data were analyzed by using Amos software.

Results Presenting a model including the main category (human resource system), causative conditions (internal brand, organization brand, Senior management support, talent identification), the platform of the ruler (the attitude of the staff to the organization and the staff towards the employees, the alignment of the resource system with the organization's strategy, the competitive environment and the dynamic environment), the conditions of the intervention (ability to control potential employees, compliance with existing human resources system, organizational justice, performance management, impersonal behaviors in the organization, appropriate organizational culture ability to control potential employees, compliance with existing human resources system, organizational justice, performance management, impersonal behaviors in the organization, appropriate organizational culture), strategies (Human resource management, process strategy), and outcomes (individual, organizational, national, and international). that the relationship between each of the variables has been confirmed as research hypotheses. that the relationship between each of the variables has been confirmed as research hypotheses.

Employer branding refers to a group of economic, functional, and psychological benefits that are gained through employment. This study was carried out to investigate and provide an employer branding model in Iranian private insurance companies using the grounded theory (GT) qualitative technique. To this end, interviews were performed with 22 experienced experts of the Iranian insurance industry and senior managers of insurance companies operating in the sphere of human resources, and the required data was achieved from it. This is an applied study in terms of the purpose of research with a development approach in which the data collection is done qualitatively and, finally, is considered survey research in terms of environmental studies. In order to obtain information in this study, In-depth interviews are exploited. The three stages of open, axial, and selective coding resulting from the analysis of information and data presented 16 general categories in the form of a paradigm model that includes items such as causal conditions, meritocracy, deployment strategies, contextual factors, intervening conditions, facilitating conditions, and the consequences of the employer branding model process in private insurance companies and reveals the relationships between its various dimensions.

Organizations strive to propose a clear and unique intra- and inter-organizational image to show their advantages over other employers. This is conceptualized as the employer brand, which includes the combination of the efforts that an organization makes not only to retain their talented workforce, but also to be the first choice of job seekers. It is noteworthy that the company must be one of the best companies in order to attract the best employees. Successful employer branding requires addressing the factors that are important for the talented workforce. Therefore, it is essential to identify positive points in the eyes of talented workers and consider a statistical population of talented workers regardless of the type of organization, which highlights the need to provide a comprehensive and new model in this study. It is thus necessary to conduct this research because Tehran labor market includes a wide range of organizations. Therefore, talented employees have more choices and it is easy to find different types of characteristics that affect their job choices in this labor market and the appropriate statistical community for the present study. Hence, this study seeks to illustrate what is important for a talented workforce about the ideal employer and to provide managers with solutions to create an effective employer brand.

This survey research is applied in terms of purpose and has been conducted using in-depth and semi-structured interviews and a questionnaire survey. At first, the grounded theory was applied to design the employer branding model with a qualitative approach, and then the model was assessed using a quantitative approach. Data were collected using a semi-structured interview with 25 graduates of different postgraduate and doctoral programs, who have been employed in the labor market of Tehran during the research. The desinged model led to the distribution and collection of 437 questionnaires. The analysis of the interview data was performed using open, axial, and selective coding based on Strauss and Corbin’s model using Nvivo 10 software. The quantitative part of modeling was assessed using structural equations via SPSS 25 and AMOS 24 software.  

The findings of the qualitative part led to the development of the employer branding model based on the perspectives of talented employees in the Tehran labor market, including causal conditions: what the employer promises to the knowledge employees is based on their expectations of the organization, manager, and the job. These expectations are based on Maslow's hierarchy of occupational needs. Phenomenon-orientation: the main category in employer branding is identifying the potential clashes of the individuals with the organization and dealing with their experiences so that the employer brand can be managed in the minds of people. Contextual conditions: if an organization has a lot of power resources i.e., organizational capabilities and competencies including organizational empowerment, products, and engagement in the international market, it has prepared the requirements for employer branding. Besides, it enjoys the cooperation and support of all employer branding trustees, and its human resource management operates at an appropriate level of maturity leading to a better platform for employer branding. Intervening conditions: the employer's brand experience and the strategies that individuals pursue are influenced by the type of dominant characteristics of job candidates, the conditions under which the brand content is marketed, and how the employer and employees address the employer's branding challenges. Strategies: these are introduced at both the employer and employees’ levels. Outcomes: the consequences of branding that result from the adoption of different strategies by the employer and the workforce are classified into different areas of recruitment and retention, employees, organizational performance, customer and market, brand awareness, human resources, business brand, and secondary outcomes.

The results of data analysis showed that the mutual expectations of the individuals, job, and organization can lead to the creation of the employer brand experience. Along with the contextual conditions (organizational power resources, executive requirements of employer branding, employer branding trustees, and human resource management subsystems) and intervening conditions (job candidate image, employer content marketing, and employer branding challenges), this experience leads to employer strategies in brand promises and employees’ strategies so as to decide whether to stay or leave the organization. It will ultimately results in employer branding consequences.

The main purpose of this study was to investigate and provide a model for employer branding in Iranian private insurance companies.  

This study is applied with a developmental approach in terms of purpose, and in terms of data collection and data analysis, nature is qualitative research, and in terms of environmental studies is a survey. In-depth interviews and the questionnaire were used to collect data, as well as 22 insurance industry experts included managers of insurance companies in the field of human resources.  

The research findings showed that the three stages of open coding, axial coding and selective coding indicated 16 general categories that in paradigm model included: causal conditions, axial category of competency, deployment strategies, contextual factors, and confounding conditions and facilitating conditions as well as the implications of the process of employer branding paradigm in insurance companies reflect the relationships between its various dimensions.

The results of the present study showed that employer branding in insurance companies based on work-life balance, rewards and benefits, social responsibility, organizational brand strength, internal branding, work environment, individual and professional competencies, culture and organizational environment will be proved. 

Taking the increasing growth of the Iranian tourism industry and the mounting competition between various active tourism companies to recruit talented workforce into consideration, the conduct of studies on employer branding from the perspective of potential employees of such companies could be useful in employing top talents. In this regard, it could be argued that Job advertisements are the first contact zones where the job hunters may cross into, and that at this critical stage, employer branding could play a significant role in recruiting talents before other competitors do so, providing the companies with a sustained competitive advantage. The population of this applied-qualitative study comprised of all Iranian companies acting in tourism industry. As for collecting the required data, 177 relevant tourism job advertisements released in 12 different job hunting websites in autumn 2018 were identified and recorded. Then the content of the ads were coded via quantitative content analysis method and the frequency of each code was computed. The findings of the study indicated that work missions, company’s location, flextime, working hours, holidays, teleworking facilities, co-worker quality, work challenges, international mobility, company size, reputation of the company’s product or service, basic salary and bonuses, and welfare facilities were the items which normally appear in job advertisements published by tourism companies. Job seekers, therefore, mentally examine the messages they receive from various organizations and select the organization that best suits them. Tourism companies, thus, need to feature as much dimensions of their brands as possible in their job advertisements and internet-based recruitments so that they manage to recruit top talents.

In view of the importance of the issue of brand management in higher education on the one hand, and universities’ achievement of success by creating and maintaining competitive advantage and increasing the power of influence among other competitors on the other, this research aims at providing the possibility of employer branding model in Islamic Azad universities designed in a dynamic and flexible way. The present study operationalizes the dynamics of the system as a quantitative and flexible approach in designing and simulating employer branding model in Islamic Azad University, Qazvin.

Based on dynamic system approach, at first, factors such as the identity and image of the employer, in the two existing and desired states as effective factors on the employer branding at the university, are set. After validation through a preliminary study and the obtained data from existing documents, in the academic year of 96-1395, interviews were arranged with university experts who were selected through random sampling, aimed to confirm the dynamic behavior of the model of a number of scenarios. Finally, the behavior of the model in the selected sample has been evaluated and verified.

By implementing the model in a -10year period and considering the initial values of the variables and the relationships among them in the sample, it was found that the university has had a developmental trend in providing a favorable image to their external audience. Using the above simulation model, we can examine the effects of the variables in the sample, in addition to examining the results and implications of the proposed policies.

The results of modeling with the dynamic system approach showed that the system is controllable and observable: that is, system inputs control the state of the system variables, and each state variable affects some of the system outputs, and according to the simulation data, the system is stable.

Nowadays the concept of Human Resource Branding and Human Resource Brand Management have been used to illustrate the effectiveness of HRM policies and practices in organization foundation, human resources structure, and providing an excellent work environment. The purpose of this study is to design a model for branding of the HR system. Design/Methodology/Approach

This research is carried in a qualitative framework applying the grounded theory research database. In order to collect data, the available literature from discussions on employee, employer brand and human resources branding is evaluated and the 2019th best companies in this area was outlined according to the Sunday Times magazine. Semi-structured interview have been designed using a targeted sampling method with 30 human resource managers, human resource specialists and staff members. Data analysis was performed in three stages: 1.open coding, 2.axial coding and 3.selective coding.

The results show that 260 codes or initial concepts, 85 concepts and 23 categories have been extracted from surveys and interviews that are based on a paradigmatic model including the main category (human resource system), causative conditions (internal brand, organization brand, Senior management support, talent identification), the platform of the ruler (the attitude of the staff to the organization and the staff towards the employees, the alignment of the resource system with the organization's strategy, the competitive environment and the dynamic environment), the conditions of the intervention (uncontrollable prone to talented staff, -Not application of existing human resources system, organizational imbalance, inappropriate performance management, personal behaviors in the organization, organization culture), strategies (Human resource management, process strategy), and outcomes (individual, organizational, national, and international).

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.

Employer branding is a marketing strategy that helps employers keep their attraction and retention in the competitive labor market. The purpose of this study is to identify the reciprocal effects of employer branding key variables in the ICT industry. The research type is a combination of documentary and survey methods and in terms of nature, it based on new futurology, analytic and exploratory methods. Initially, by literature review, the employer branding variables were identified. Using human resources experts’ opinion, a questionnaire was designed, includes 13 employer branding variables to measure their effectiveness. The questionnaire’s validity and reliability were evaluated and confirmed. 26 experts commented on how these variables impact each other. The innovation of this research is analyzing the reciprocity of the key variables of employer branding. The data was analyzed using Micmac software. The results determine the status of the employer branding variables, due to their impact and effectiveness and their role in employer branding, in the ICT industry.

The purpose of this research is to design an employer branding model in non-governmental public organizations. This research is from the perspective of the method from a variety of combined research (qualitative and quantitative) from the perspective of the applied objective and in terms of the method of collecting survey information. The results obtained from the qualitative research fairs led to the design of a proposed conceptual model of employer branding in the social security organization. In the quantitative phase, this model was validated by the experts and the reference group. The final findings of the research using the structural equation modeling technique with the help of PLS software showed that all Dimensions of the internal factors of the employer's branding, the external agent of the employer's branding, as well as the identified structures in relation to the internal and external consequences of branding The employer has a significance higher than 2.58 at an error level of 0.01 and with a factor load that indicates the endorsement of the final branding model of the employer.

This study focused on human resource management in the field of attracts and retain employees in the social security organization.

The main objective of this study was to investigate the relationships and the effectiveness of employer branding on employee engagement variables, Discretionary Effort and employee expectations.

In this regard, the number of 162 questionnaires was distributed among the study population. The survey research methods and solidarity that using a questionnaire consisted of four variables employer branding, employee engagement, Discretionary Effort and expectations of employees. There is also the type of content validity and its reliability through Cronbach's alpha coefficient was reported number 0.774.

The results showed that there is positive and significant correlation between all variables. Employer branding could receive about 26 percent of the total variance for employees, less than 1 percent of the total variance Discretionary Effort of employees and 45% of the total variance to explain the expectations of employees. Belonging about 25% of the total variance employees could Discretionary Effort to explain the staff and the expectations of employees, 23% of the total variance to predict which employees' concern.

Data analysis we can conclude that employer branding is a significant impact on the level of engagement and expectations of employees.

Their challenge finding skilled workforce led to the competition to attract talented employees. This study examined the impact of employer branding on intention of talents to apply for a job. The Statistical population was engineering students in final semester in three top universities (Tehran University, Sharif University of Technology, and Amirkabir University of Technology). Data was collected by questionnaire from 267 students through the Stratified sampling in 2015. The results indicate that employer brand attractiveness had direct positive effect (0.175) and indirect positive effect (0.229) by corporate reputation on intention of talents to apply for a job. Also, from the perspective of students, value in innovation, development, social, application and economic had the greatest gaps in employer branding for subordinate companies of Oil Ministry.