The Paradigm Model of Employer Brand from High-Educated Emloyees Perspective

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Mazraeh Shirin; SHAEMI BARZOKI ALI; SAFARI ALI

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Paper Information

Journal: ORGANIZATIONAL RESOURCES MANAGEMENT RESEARCH Year:2020 | Volume:9 | Issue:4 Page(s): 165-186

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Information Journal Paper

Title

The Paradigm Model of Employer Brand from High-Educated Emloyees Perspective

Author(s)

Mazraeh Shirin | SHAEMI BARZOKI ALI | SAFARI ALI | Issue Writer Certificate

Keywords

Employer BrandQ1

Hierarchy of NeedsQ1

Talented Human ResourcesQ1

Grounded TheoryQ1

Abstract

Objective: This paper aimed to identify and classify high-educated emloyees expectations from the organization, and deisign a model of Employer Brand based on their expectations. Methods: This paper has a qualitative approach and used the Grounded Theory as a research method. In-depth and semi-structured interviews were used o collect data. In this regard, 25 experts who has job experience and high educationand graduated from high level universities participate in job interviews. The validity of this research was examined and approved by the interviewers, professors, and by content validity ratiowith coefficience of%62. And the reliability was %81 which obtained by using auditing result processmethodology. For data analysis, we used the continuous comparison method in three stages: open, axial, and selective coding. Results: Results revealed that mutual expectations between employee, job and organization had significant effects on Employer Brand experiences. Also, it was shown that Employer Brand experiences with contextual conditions (organizational capabilities, Employer Branding executive requirements, Employer Branding executives and HR management subsystems), and intervening conditions (candidate’ s persona, employer content marketing, Employer Branding challenges) had significant effects on Employer Brand equity strategies. Additionally, the findings indicated that the consequences of employee’ s attraction and retaintion, improvement of organizational and employee performance, customer and market, business brand, brand awareness, HR and external consequences.

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APA: Copy

Mazraeh, Shirin, SHAEMI BARZOKI, ALI, & SAFARI, ALI. (2020). The Paradigm Model of Employer Brand from High-Educated Emloyees Perspective. ORGANIZATIONAL RESOURCES MANAGEMENT RESEARCH, 9(4 ), 165-186. SID. https://sid.ir/paper/372344/en

Vancouver: Copy

Mazraeh Shirin, SHAEMI BARZOKI ALI, SAFARI ALI. The Paradigm Model of Employer Brand from High-Educated Emloyees Perspective. ORGANIZATIONAL RESOURCES MANAGEMENT RESEARCH[Internet]. 2020;9(4 ):165-186. Available from: https://sid.ir/paper/372344/en

IEEE: Copy

Shirin Mazraeh, ALI SHAEMI BARZOKI, and ALI SAFARI, “The Paradigm Model of Employer Brand from High-Educated Emloyees Perspective,” ORGANIZATIONAL RESOURCES MANAGEMENT RESEARCH, vol. 9, no. 4 , pp. 165–186, 2020, [Online]. Available: https://sid.ir/paper/372344/en

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