Examining the effect of employer brand attractiveness on the intention to recommend the employer by mediating job satisfaction and willingness to stay with the employer

The purpose of this research was to investigate the effect of employer brand attractiveness on the intention to recommend the employer by mediating job satisfaction and willingness to stay with the employer. Based on the purpose, the research is considered as applied research. In order to collect information, library studies and also a field study among hotel employees in Mashhad city were used. Using the conservative rule of sampling method in structural equation modeling, the minimum sample size was equal to 220 and the limit was between 110 and 330 data; Therefore, 330 questionnaires were distributed among the statistical population, of which 285 questionnaires were completely filled and delivered in order to collect data and information for analysis. The questionnaire of this research included 22 questions and was designed in a 5-point Likert scale. The validity of the questionnaire was evaluated with convergent validity (average variance extracted) and divergent validity (Fornell's and Locker's criterion techniques, cross-sectional load test and heterotrait - monotrait ratio). Its reliability was also confirmed with Cronbach's alpha, homogenous reliability and composite reliability. So that the reliability of the variables and the reliability of the variables of the questionnaire were evaluated higher than (0.7). Finally, the data obtained from the questionnaire were analyzed using statistical tests. Hypotheses were tested with structural equation model (path analysis) in SmartPLS3 software. The results showed that the attractiveness of the employer affects the intention to recommend the employer; Job satisfaction and willingness of employees to stay in the organization are effective.