The Paradigm Model of Employer Brand from the Perspective of High-educated Emloyees

This paper aimed to identify and classify high-educated emloyees expectations from the organization, and deisign the model of employer brand based on their expectations.

This paper has a qualitative approach and used the grounded theory as a research method. In-depth and semi-structured interviews were used o collect data. In this regard, 25 experts who has job experience and high educationand graduated from  reliable universities participate in job interviews. The validity of this research was examined and approved by the interviewers,professors, and by content validity ratiowith %62 coefficient. The reliability of it is %81 which was obtained by using the methodology of the auditing result process. For data analysis, we used the continuous comparison method in three stages: open, axial, and selective coding.

Results revealed that mutual expectations between employee, job and organization had significant effects on employer brand experiences. Also, it was shown that employer brand experiences with contextual conditions (organizational capabilities, employer branding executive requirements, employer branding executives and HR management subsystems), and intervening conditions (candidate’s persona, employer content marketing, employer branding challenges)had significant effects on employer brand equity strategies. Additionally, the findings indicated that the consequences of employee’s attraction and retaintion, improvement of organizational and employee performance, customer and market, business brand, brand awareness, HR and external consequences.