Designing a model of employer branding in the Statistics Center of Iran with a mixed method approach

Document Type : Research Paper

Authors

1 Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran.

2 Corresponding Author, Professor, Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran.

3 Professor, Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran.

10.22051/bmr.2022.38849.2291

Abstract

 Today, with increasing business competition, the employer brand forms an ideal image of the organization in the minds of current, potential employees and other stakeholders and leads to employee loyalty. The purpose of this study is design an employer branding model in the Statistics Center of Iran with a mixed method approach. Data in the qualitative part were collected through semi-structured interviews with 10 professors, brand experts and boss, deputies and managers of the Statistics Center who were purposefully selected and in the quantitative part using the Cochran's formula of 340 managers, staff of the Statistics Center Iran and partner companies with Iran Statistics Center (corporate customers). The collected data were analyzed by grounded theory method through coding (open, axial and selective) using MAXQDA software and in the inferential quantitative part using SPSS 16 and 24 Smart PLS software. Fitness tests showed the validity of the comprehensive model of employer branding in the Statistics Center of Iran. Findings of the present study consisting of 6 dimensions, 17 components and 51 items lead to the design of the employer's branding model in the Statistics Center of Iran and finally seventeen components are involved in explaining the comprehensive model of the employer's branding in the Statistics Center of Iran.

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Main Subjects

References

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Quarterly Journal of Brand Management
Volume 10, Issue 3 - Serial Number 35
November 2023
Pages 221-262

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