Providing a Framework for Explaining Employer Branding in Khuzestan Sugarcane Industries Using the Thematic Analysis and Structural Interpretive Modeling Method

In recent decades, the concept of employer branding has become an undeniable reality as a key factor in the growth and development of various industries, especially in the sugarcane industry. Therefore, the aim of the present study is to provide a framework for explaining employer branding in Khuzestan's sugarcane industries. 

This research employs two qualitative methods thematic analysis and structural-interpretive modeling. In the thematic analysis section, all available literature on employer branding was carefully analyzed and examined. For implementing the structural-interpretive modeling methodology, the opinions of 15 experts were collected using a snowball sampling method and were used as the basis for the study. 

The results revealed a core theme of employer branding, with six organized themes: economic factors, functional factors, social factors, developmental factors, psychological factors, and political factors, as well as 18 basic themes. In the second step, using structural-interpretive modeling and establishing pairwise relationships, the relationships between the core themes were discovered and prioritized at four levels. 

A strong employer brand can help companies attract and retain top talent.