Reciprocal Effects of Key Variables of Employer Branding in ICT Industry

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.