Designing a model of the drivers of employer branding and its future consequences based on organizational inside and outside approaches

Document Type : Original Article

Authors

1 Ph.D. Student, Department of Public Administration, Qeshm Branch, Islamic Azad University, Qeshm, Iran.

2 Associate Prof. Faculty Member Of Management, Islamic Azad University, South Tehran Branch, Tehran, Iran

3 Associate Prof, Department of Public Administration, Faculty of Humanities, Islamic Azad University, Bandar Abbas Branch, Bandar Abbas, Iran.

Abstract

The purpose of this study is to develop a model of the drivers of employer branding and its future consequences based on organizational inside and outside approaches based on a mixed research and descriptive-exploratory method. First, based on the grounded theory method, the drivers and future consequences identified by open- coding, and then, using the axial and selective coding, the model presented. In addition, the model validated among the study population by structural equation modeling. The statistical population included experts (professors of universities with specialization and experts in the HRM field) and for validation of the model, included all branch heads and vice presidents of the banking industry. The statistical sample of experts up to the theoretical saturation stage is 17 people in a purposeful judgment method and for the model validation stage, 340 people based on the Simple Random Sampling selected. Data collection tools included semi-structured interviews for the modeling stage and a questionnaire with a five-point Likert scale for the validation stage. The results of the qualitative part led to develop a model of the drivers of employer branding and its future consequences based on organizational inside and outside approaches, and in the end, a theory based on nine theorems created.

Keywords

References

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Defensive Future Studies
Volume 7, Issue 25 - Serial Number 25
September 2022
Pages 79-103

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