Designing an Organizational Identity Model with a Focus on the Role of Employer Brand Based on Grounded Theory: The Case of Saipa Corporation

Nowadays, Premier organizations are trying to attract potential professional employees and concurrently retaining their human resources. Of course, a strong organizational identity can cause employees’ retention. In addition, various constituent elements of a strong employer brand can strongly impact organizational identity, and thereby, employees’ retention. Meanwhile, employer brand may have differential impacts on organizational identity across generation and owing to the variations in employees’ years of service, which may in turn change employees’ setting priority over selection of and staying at a given workplace. The current applied study intended to design an organizational identity model with an employer brand approach in Saipa Corporation based on Grounded Theory. The research data were gleaned through interviews, coded using open, axial and selective models and assessed and analyzed through Grounded Theory. A model was finally designed based on the effect of organizational identity on retention of employees which highlighted the fact that employer brand can enhance organizational identity through a number of strategies like job satisfaction, organizational commitment and productivity as well as some contextual factors and mediator conditions.