Designing an Organizational Identity Model through Employer Brand Approach: a Qualitative Study

These days, top organizations are making attempt to attract potentially professional and expert employees and maintain their human resources. Naturally, a strong organizational identity can help maintain and protect employees. Furthermore, a great employer brand leads to creating a strong organizational identity through its components, and therefore affects maintaining of the employees. This research is aimed at designing an organizational identity model through employer brand approach using the grounded theory at Saipa Company. In the meantime, it must be taken into account that the effect of employer brand on organizational identity can be different among various generations of employees with different length of service, which may cause employees to change their priorities to be absorbed and maintained in the organization. This applied research makes use of interviews to collect data. Data are analyzed using the grounded method and the categories are analyzed through free, axial and selective coding. Finally, a model is presented on the basis of the effect of organizational identity on employee retention with the effect of employer brand as causal condition. Moreover, job satisfaction and organizational commitment are presented as strategies and effects of contextual (environmental) and intervening factors.