Employer Branding in Iranian Organizations

Abstract

Today, an organization's ability to attract, recruit, and retain skilled and talented human resources from labor markets has become a strategic component of its success. To attract such employees, businesses began implementing branding practices and principles in the field of human resource management, and the concept of 'Employer Branding' has grown in popularity among businesses. As a result, the purpose of this paper is to survey the position and accomplishments of Employer brands in Iranian organizations. This study's data was gathered from three organizations in the oil industry: excavation, oil, and gas. Two samples were used, and questionnaires were distributed to each of them (consisting of 107 managers and 264 employees). According to the findings of this survey, the constructs of employee attraction, organizational identity, and organizational culture have been identified as components of employer branding and have a significantly high mean in those organizations. Furthermore, EB is linked to talent retention, corporate citizenship, HRD climate, and talent attraction, with the most significant impact on talent attraction and retention. Then it has the most significant influence on corporate citizenship and the HRD climate.