Identification and Evaluation of Employer Brand Components in Iran's Small Industries (Case Study of Active Companies in Industrial Towns of East Azerbaijan Province)

Today in organizations, it is not enough to satisfy the customer or honor the superiors and focus on successful sales to maintain a competitive position in the market, and therefore, organizations must develop the necessary strategies to attract and maintain efficient and effective human resources. adopt Without having efficient human resources, the organization will not be able to transform, develop and excel and achieve the set goals. The way to achieve this is to develop the organization's management and leadership and create an effective structure for managing the employer brand. This research aims to evaluate the variables of the employer brand in the active companies of the industrial towns of East Azerbaijan province and evaluate the effectiveness of each of the components in these companies. The current research is of quantitative and qualitative type, first the variables were screened and verified by Delphi method, and then in the quantitative stage, using software JMP and the causal-comparative method, and using the factor effectiveness of the variables. The employer brand is done. results showed that the component of training to improve quality has the lowest factor contribution with a coefficient of determination (0.246) and the highest factor contribution is related to the use of participatory management with a value of (1.000). The highest correlation with other components is related to the indicator of training according to the needs of employees with a value of 0.880 and the lowest correlation is related to the use of participatory management with a value of 0.246.