Relationship between Employer Brand and Services Innovation: Mediating Role of Work Ethics

In todaychr('39')s dynamic and changing environment, service organizations are forced to move towards service innovation. Organizations also need an employer brand and work ethics to survive and move toward service innovation. Accordingly, the purpose of this study is to investigate the relationship between employer brand and service innovation with respect to the mediating role of work ethics.

This research is an applied research in terms of purpose and a descriptive-correlational research in terms of the nature and method of research. The statistical population is all employees of a defense organization (800 people); to test the research hypotheses, a sample of 270 employees were randomly selected from a limited community. The data collection tool was a questionnaire whose validity and reliability were confirmed. Finally, the structural equation modeling method was used with the help of PLS.

According to the results of the research, employer brand has a significant relationship with services innovation and work ethics. There is also a significant relationship between work ethics and services innovation.

In order to move towards service innovation, the mentioned organization must use employer brand and work ethics leverages.