The effect of employer brand and its dimensions on employees' satisfaction

Subject Areas : business management

Afrooz Sefidgar ¹ , Hossein Vazifehdoust ²

1 - Department of Business Management, Science and Research branch, Islamic Azad University, Tehran, Iran
2 - Department of Business Management, Science and Research branch, Islamic Azad University, Tehran, Iran

Received: 2020-05-27 Accepted : 2020-07-13 Published : 2020-09-22

Keywords: Economic value, Social value, Employer Brand, Employees' job satisfaction, Development Value, Application Value, Interest Value,

Abstract :

This research aims at introducing the employer brand as a tool to bring up employees' job satisfaction and investigated their impact. The present study is of practical purpose to collect survey data and do descriptive-correlational analysis. The statistical population is 168 employees of a food production company in Tehran. Empirical data was selected from 125 people as the sample. Examination of the hypotheses was performed through structural equation modelling in SmartPls and the impact of each dimension was examined by multiple regression in Spss. As the results, all hypotheses were confirmed which means employer brand and its dimensions have a positive relation with employees' job satisfaction and they are able to collectively explain 57.6 percent of the employees' job satisfaction's variance. The results of the multiple regression clarified that development value has the highest (52 percent) and interest value has the lowest impact (33 percent) on the employees' job satisfaction.