The pattern of the phenomenological model of the employer brand has been presented with an emphasis on human capital in the domestic automotive industry

Subject Areas : Marketing

َAsghar Jabarzadehparnagh ¹ , Hamidreza Saeednia ² , Abdul Hossein Karampour ³

1 - Department of Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran
2 - Department of Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran
3 - Department of Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran

Received: 2025-05-01 Accepted : 2025-06-22 Published : 2025-06-22

Keywords: Phenomenological, employer brand, human capital, domestic automotive industry, Mix Method approach,

Abstract :

 Purpose: Today, due to the rapid changes in the labor market and the needs of employees, organizations must constantly evaluate and improve their employer brand in order to attract and retain their top talent. Because this will not only help the success of the organization, but will also lead to the creation of a positive and fruitful organizational culture. Therefore, in this research, the phenomenological model of the employer brand has been presented with an emphasis on human capital in the domestic automotive industry. Methodology: In this study, the researcher used a mixed approach. For this purpose, in the first study, the researcher investigated the phenomenological components of the employer brand with emphasis on human capital from the phenomenological approach, and in the second study, tested the model using a quantitative method The data collection tool required in the first study is the protocol and in-depth interviews with eight senior managers of the automotive industry who have at least five years of senior management experience, four marketing professors who have authored new scientific articles and publications in the field of employer branding, and three were clients. with which the researcher has reached theoretical saturation and in the next stage, the required data between 300 customers of domestic automobile manufacturers and managers and experts of domestic automobile manufacturers who have a central office in Tehran. Finding: In the end, the researcher extracted 150 open codes and based on the theoretical literature, he did central and selective coding and presented his research results in the form of a model including six main dimensions, including organization reputation, organizational culture, employer value proposition, methods of attracting funds. An organization and a good reputation of the employer brand and twenty-four sub-dimensions have been presented. Conclusion: The results of the research showed that the positive image of the employer's brand can help attract more customers and increase their loyalty to the brand.

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