The Impact of Employer Brand on Employee Retention: Organizational Identity, Job Satisfaction and Organizational Commitment as Mediators

When an organization hires the intended individuals, it is time to act on its commitments towards those entrants. Now, the organization should be more alert than before to draw their attention in order to provide a long-term relationship with them. The present research aims to introduce employer brand as a new tool in managing human capital and to explain its impact on employee retention. By providing real information regarding the workplace to attract job seekers to the organization and by helping this information come true, organizations can guarantee the retention of new employees. This quantitative research used descriptive survey. The statistical population consisted of the faculty members of University of Tehran’s three colleges (Farabi, Aboureihan and Technical) and School of Management. Cluster sampling method and availability method were applied to select the colleges and the faculty members respectively. The data collection tool was a questionnaire and the data analysis method was Structural Equation Modeling using WarpPLS software. The results show that the employer brand of Tehran University by creating organizational identity among its faculty members has led to job satisfaction and organizational commitment and consequently to the retention of the faculty members. But organizational commitment has no effect on the willingness of members to stay.