Identify and explain the components and effective indicators of employer branding in the Statistics Center of Iran

Subject Areas : Business Strategy

Kousar Shakeri ¹ , Karim Hamdi ² , Hossein Vazifehdust ³

1 - Department of Business Management, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran
2 - Department of Business Management, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran
3 - Department of Business Management, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran

Received: 2022-12-10 Accepted : 2023-02-28 Published : 2022-09-01

Keywords: branding, Employer Brand, employer brand component, employer brand dimensions, employer brand index,

Abstract :

This study aims to identify the dimensions, components and indicators affecting the employer brand in the government organization of the Statistical Center of Iran. The purpose of this research is applied and the nature of research is combined-exploratory research. Collection of research data in qualitative dimension based on purposive sampling method and through semi-structured interviews with senior managers of the Statistics Center of Iran and faculty members in the field of brand and human resources (10 people) took place. In a quantitative dimension, 340 managers, staff of the Statistics Center, Statistics Research Institute of Iran, companies and organizations cooperating with this center were selected based on the Cochran's formula and research data were collected through a field-based researcher-made questionnaire The reliability of the results related to the data in the qualitative dimension through peer review and the reliability of the findings were also confirmed by the interviewees based on the review and review of the findings. The content validity of the questionnaire was confirmed by experts and the reliability of the questionnaire was 0.987 through Cronbach's alpha method. The findings of the present study consist of 6 dimensions, 17 components and 51 items and seventeen components and indicators were identified, which are: statistical center structure, role clarity, fit and size of the statistical center, promotion opportunity, staff efficiency, statistical center efficiency, sense of honor and respect, technology level, social responsibility, internal and external equity, customer satisfaction, retaining talented staff, salary and benefits, employer brand equity, employer brand personality, job satisfaction.