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

Document Type : Qualitative Research

Authors
Shirin Mazraeh 1
Ali Shaemi Barzoki 2
Ali Safari 2
1 Ph.D. Candidate in Business Management, Faculty of Administrative Sciences and Economics, University of Isfahan,Isfahan, Iran.
2 Associate Prof., Faculty of Administrative Sciences and Economics, University of Isfahan,Isfahan, Iran.
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.
Keywords
Employer Brand
Hierarchy of Needs
High-educated Human Resources
Grounded Theory

Subjects

1[ Arasanmi, C.N., & Krishna, A. (2019). Employer branding: perceived organisational support and employee retention – the mediating role of organisational commitment. Industrial and Commercial Training, 51(3), 174-183.
]2[ Yu, K.Y.T., & Davis H.M. (2017). Integrating job search behavior into the study of job seekers’ employer knowledge and organizational attraction. The International Journal of Human Resource Management, 30(9), 1448-1476.
[3] کردنائیج، اسداله؛ و نجات، سهیل (1397). تأثیر شهروندی شرکتی بر جذابیت و وفاداری به برند کارفرما. پژوهش‌های مدیریت منابع سازمانی، 8(2)، 133-113.
]4[ Wahba, M. & Elmanadily, D. (2015). Human Resources Management Practices & Employer Branding Comparative Study Between Service and Product Sector. International E-Journal of Advances in Social Sciences, 1(2), 255-262.
]5[ Wilden, R., Gudergan S., & Lings, I. (2010). Employer branding: strategic implications for staff recruitment. Journal of Marketing Management, 26(1-2), 56-73.
]6[ Fernandez-Lores, S., Gavilan, D., Avello, M., & Blasco, F. (2016). Affective commitment to the employer brand: Development and validation of a scale. BRQ Business Research Quarterly, 19, 40-54.
]7[ Martin, G., Gollan, P.J., & Grigg, K. (2011). Is there a bigger and better future for employer branding? Facing up to innovation, corporate reputations and wicked problems in SHRM. The International Journal of Human Resource Management, 22(17), 3618-3637.
]8[ Maxwell, R. & Knox, S. (2009). Motivating employees to "live the brand": a comparative case study of employer brand attractiveness within the firm. Journal of Marketing Management, 25(9-10), 893-907.
]9[ Backhaus, K., & Tikoo, S. (2004). Conceptualizing and researching employer branding. Career Development International, 9(5), 501-517.
]10[ Molk, A., & Auer, M. (2017). Designing brands and managing organizational politics: A qualitative case study of employer brand creation. European Management Journal, 36(4), 485-496.
]11[ Mishra, S., & Kumar, S. (2019). E-recruitment and training comprehensiveness: untapped antecedents of employer branding, Industrial and Commercial Training, 51(2), 125-136.
]12[ Rampl, L. V. (2014). How to become an employer of choice: transforming employer brand associations into employer first-choice brands. Journal of Marketing Management, 30(13-14), 1486-1504.
]13[ Tanwar, K., & Kumar, A. (2019). Employer brand, person-organisation fit and employer of choice: Investigating the moderating effect of social media. Personnel Review, 48(3), 799-823.
[14] برغمدی، قاسم؛ و قلی‌پور، آرین (1394). بررسی تأثیر برندسازی کارفرما بر جذب استعدادها در بانک رفاه. مدیریت فرهنگ سازمانی، 13(1)، 227-207.
]15[ McLaren, J.P. (2011). Mind the gap: Exploring congruence between the espoused and experienced employer brand. Dissertations. available from ProQuest.
]16[ Tkalac Verčič, A., and Sinčić Ćorić, D. (2018). The relationship between reputation, employer branding and corporate social responsibility. Public Relations Review, 44(4), 444-452.
[17] خدامی، سهیلا؛ و اصانلو، بهاره (1394). طراحی مدل ایجاد جذابیت کارفرما مبتنی بر ساخت برند متمایز کارفرما. پژوهش‌های مدیریت منابع سازمانی، 5(1)، 23-1.
]18[ Ambler, T., & Barrow, S. (1996). The employer brand. Journal of Brand Management, 4(3), 185–206.
]19[ Yang, Ch. & Li, Xi (2011). The Study on Employer Brand Strategy in Private Enterprises from the Perspective of Human Resource Management. Energy Procedia, 5, 2087–2091.
]20[ Morokane, P., Chiba, M., & Kleyn, N. (2016). Drivers of employee propensity to endorse their corporate brand. Journal of Brand Management, 23(1), 55–66.
]21[ Carlini, J., Grace, D., France C., & Iacono, J. L. (2019). The corporate social responsibility (CSR) employer brand process: integrative review and comprehensive model. Journal of Marketing Management, 35(1-2), 182-205.
]22[ De Stobbeleir, K.E.M., De Clippeleer, I., Caniëls, M.C.J., Goedertier, F., Deprez, J., De Vos A., & Buyens, D. (2016). The inside effects of a strong external employer brand: how external perceptions can influence organizational absenteeism rates. The International Journal of Human Resource Management, 29(13), 2106-2136.
]23[ Tanwar, K. & Prasad, A. (2016). Exploring the relationship between employer branding and employee retention. Global Business Review, 17(3), 186S-206S.
]24[ Biswas, M.K. & Suar, D. (2014). Antecedents and Consequences of Employer Branding. Journal of Business Ethics, 136(1), 57-72.
]25[ Maurya, K. K., & Agarwal M. (2018). Organizational talent management and perceived employer branding. International Journal of Organizational Analysis, 26(2), 312-330.
]26[ Matongolo, A., Kasekende, F. & Mafabi S. (2018). Employer branding and talent retention: perceptions of employees in higher education institutions in Uganda. Industrial and Commercial Training, 50(5), 217-233.
]27[ Munsamy, M. & Bosch, A.V. (2009). Retention factors of management staff in the maintenance phase of their careers in local government. SA Journal of Human Resource Management, 7(1).
]28[ Bellou, V., Chaniotakis, I., Kehagias, I., & Rigopoulou, I. (2015). Employer Brand of Choice: an employee perspective. Journal of Business Economics and Management, 16(6), 1201-1215.
]29[ De Vito, L., Brown, A., Bannister, B., Cianci, M. & Mujtaba, B.G. (2016). Employee Motivation based on the Hierarchy of Needs, Expectancy and the Two-Factor Theories Applied with Higher Education Employees. International Journal of Advances in Management, Economics and Entrepreneurship, 3(1), 20-32.
]30[ Benson, S.G. & Dundis, S.P. (2003). Understanding and motivating health care employees: integrating Maslow's hierarchy of needs, training and technology. Journal of Nursing Management, 11, 315-230.
]31[ Berthon, P., Ewing, M. & Hah, L. (2005). Captivating company: dimensions of attractiveness in EB. International Journal of Advertising, 24(2), 51-72.
]32[ Jiang, T., & Iles, P. (2011). Employer-brand equity, organizational attractiveness and talent management in the Zhejiang private sector China. Journal of Technology Management in China, 6(1), 97-110.
]33[ Kashyap, V., & Chaudhary, R. (2019). Linking Employer Brand Image and Work Engagement: Modelling Organizational Identification and Trust in Organization as Mediators. South Asian Journal of Human Resources Management.
]34[ Moroko, L., & Uncles, M. D. (2009). Employer branding and market segmentation. Journal of Brand Management, 17(3), 181–196.
]35[ Kashyap, V., & Verma, N. (2018). Linking dimensions of employer branding and turnover. International Journal of Organizational Analysis, 26(2), 282-295.
]36[ Davies, G., Mete, M. & Whelan, S. (2018). When employer brand image aids employee satisfaction and engagement. Journal of Organizational Effectiveness: People and Performance, 5(1), 64-80.
]37[ Gupta, J., & Mohan, D. (2019). Candidate experience in recruitment cycle facilitating employer brand: a case study of Idea Cellular Limited in the Delhi. The International Journal of Human Resource Management, 19(1), 38-46.
]38[ Kucherov, D.; & Samokish, V. (2016). Employer brand equity measurement. Strategic HR Review, 15(1), 29-33.
]39[ Prevoo, H. (2008). The effects of marketing-related activities on perceived job quality. Master thesis: university Maastricht.
]40[ Melin, E. (2005). Employer branding: likenesses and differences between external and internal employer brand images. Master Thesis: Department of Bisiness Administration and Social Sciences.
]41[ Oladipo, T., Iyamabo, J., & Otubanjo, O. (2013). Employer Branding: Moulding Desired Perceptions in Current and Potential Employees. Journal of management and sustainability, 3(3), 55-65.
]42[ Minchington, B. & Thorne, K. (2007). measuring the effectiveness of your employer brand. Human Resources Magazine, 12(4), 14-16.
]43[ Yüksel, Müberra (2015). Employer Branding and Reputation from A Strategic Human Resource Management Perspective. Communications of the IBIMA, 1-18.
[44] رحیمیان، اشرف (1392). برند کارفرما؛ راهبرد نوین مدیریت سرمایه‌های انسانی. پژوهش‌های مدیریت منابع انسانی، 5(2)، 150-127.
]45[ Adibah Ahmad, Nor, & Daud, Salina (2016). Engaging People with Employer Branding. Procedia Economics and Finance, 35, 690–698.
]46[ Liem, P., Abma, R. & du Fossé, D. (2013). Employer branding A qualitative research at Pathé, University of Utrecht, Master thesis: Social Policy and Social Interventions.
]47[ Tran Duc, Nha (2013). Employer Branding for SMEs: Attracting Graduating Students in IT Industry, Thesis: Kajaani University of Applied Sciences.
[48] حمیدیان‌پور، فخریه؛ ضیایی‌بیده، علیرضا؛ و اردکانی، محمد سعید (1392). ارائه مدلی جهت بررسی پیامدهای ارزش ویژه برند کارفرما با استفاده از رویکرد مدلسازی معادله ساختاری. کاوش‌های مدیریت بازرگانی، 5(9)، 20-1.
Organizational Resources Management Researches
Volume 9, Issue 4
March 2020
Pages 165-186