Prioritizing the Effective Components of the Employer Branding Model Based on Artificial Intelligence Using the Fuzzy Analytic Hierarchy Process (A Case Study in the Iranian Electricity Industry

Subject Areas : Islamic Marketing

Hassan Azari ¹ , Vahidreza Mirabi ^{2 *} , Daryoush Gholamzadeh ³

1 - Department of Management, Faculty of Management, CT.C,Islamic Azad University, Tehran, Iran
2 -
3 - Department of Public Administration, CT.C., Islamic Azad University, Tehran, Iran

Received: 2025-09-07 Published : 2025-09-08

Keywords: Effective Recruitment, Employer Branding, Electricity Industry, Talent Management, Artificial Intelligence,

Abstract :

Objective: Employer branding, as an innovative concept, bridges brand management in marketing and human resource management. It plays a critical role in offering effective branding strategies in the electric power industry. This study aims to prioritize the key components influencing AI-based employer branding in Iran's electric power industry using the Fuzzy Analytic Hierarchy Process (FAHP).

Method: The research follows a quantitative, descriptive, and applied approach. The statistical population includes experts from the electric power industry and marketing professors from universities. Data was collected using a researcher-made questionnaire, whose validity was confirmed through the fuzzy Delphi method and expert opinions from five specialists, while reliability was assessed through inconsistency rate analysis. The data was then processed using FAHP. The quantitative section of the study was expert-driven, with 15 experts completing the FAHP pairwise comparison tables. The analyses were performed using Smart PLS software and FAHP techniques.

Findings: The results showed that the most significant components influencing AI-based employer branding in the electric power industry include employee retention, employee productivity, differentiation from competitors, job satisfaction, and efficient recruitment.

Conclusion: Internal marketing management for current and potential employees was found to have less impact on employer branding. These insights can assist managers in the electric power industry in designing more effective strategies to strengthen their employer brand.

References:

باباشاهی، ج.، حمیدیزاده، ع.، محمدنژاد فدردی، م.، و سید امیری، ن. (1397). برند کارفرما؛ راهبردی نوین در جذب نیروهای خلاق تداعی معانی، تصویر سازمان و تناسب شخص سازمان در نقش میانجی. اندیشه مدیریت راهبردی (اندیشه مدیریت)، 12(1)، 224-205.
کردناییج اسداله، نجات سهیل. تأثیر شهروندی شرکتی بر جذابیت و وفاداری به برند کارفرما (برند دانشگاه مازندران). پژوهش های مدیریت منابع سازمانی. ۱۳۹۷; ۸ (۲) :۱۱۴-۱۳۳
رعنایی کردشولی، حبیب اله، ابراهیمی، ابوالقاسم، و مباشری، علی اصغر. (1398). سنجش برندکارفرما. مطالعات مدیریت بهبود و تحول، 28(91 )، 139-161. SID. https://sid.ir/paper/202898/fa
عسگری، ن. (1397). نقش میانجی تفاخر سازمانی در تأثیر برند کارفرمایی بر عملکرد فروش. مدیریت بازرگانی، 10(2)، 420-399. https://doi.org/10.22059/jibm.2018.2677237
سلیمی بازنشینی، س.، و ذوقی، م. (1398). برندسازی کارفرما و اهمیت آن در صنعت نفت. در دومین کنفرانس بین‌المللی پژوهش‌های نوین در مدیریت، اقتصاد و حسابداری، کوالالامپور، مالزی. مؤسسه سرآمد کارین.
صالحي، ا. (1398). تأثیر جذابیت برند کارفرما بر شهرت سازمان. فصلنامه مطالعات مدیریت و حسابداری، 5(2)، 140-132.
مشبکی، ا.، و تقی‌زاده، ا. (1398). تأثیر برند کارفرما بر رفتار قهرمان برند: نقش واسطه‌ای هویت سازمانی. فصلنامه مطالعات مدیریت (بهبود و تحول)، 28(93)، 91-63.
مظلومی، ن.، افجه، ع. ا.، و بیات سرمدی، س. (1397). اثرات متقابل متغیرهای کلیدی برندسازی کارفرما در صنعت فناوری اطلاعات و ارتباطات. فصلنامه مدیریت برند، 5(12)، 108-81.
محمدنژاد، م.، حمیدی‌زاده، ع.، و باباشاهی، ج. (1398). تأثیر نشان کارفرما بر نگهداشت کارکنان: هویت سازمانی، رضایت شغلی و تعهد سازمانی در نقش میانجی. مجله فرایند مدیریت توسعه، 2(2)، 61-41.
زارع خفری، ش. ا.، و حسنی، م. (1398). بررسی تأثیر هویت‌بخشی سازمانی بر رضایت شغلی و تمایل به ترک شغل با در نظر گرفتن نقش میانجی رفتار شهروندی سازمانی. فصلنامه علمی-پژوهشی مدیریت دولتی، 6(9)، 111-91.
فراز صادق وزیری، امید گمار، محمد عظیمی، علی شجاع، امین مظفری، (1400). مزایای لوگوی برند: آیا شواهدی از تاثیر آن در بخش آموزش عالی وجود دارد؟، مجله ایرانی مطالعات مدیریت، 15(2)، 305-320. magiran.com/p2403431
ولی پور, پیمان, & سیاری, مریم. (1399). بررسی تاثیر عنوان برند، آگاهی برند، نگرش برند، شهرت برند روی عملکرد برند در صنایع پوشاک ( مورد مطالعه برند ال‌سی‌من). علوم و فناوری نساجی و پوشاک, 9(1), 31-38.
دهقانی زاده، م., اکبری، پ., & نجفی دورکی، ا. (1402). نقش عشق کارکنان به برند و تعهد عاطفی در روابط بین اعتماد سازمانی، تبلیغات دهان به دهان مثبت و قصد ترک شغل. فصلنامه علمی پژوهشی مدیریت برند، 10(4)، 193-240. https://doi.org/10.22051/bmr.2024.42997.2437
صارمی، علیرضا ، صابر، حمدی، یحیی، & سعید، شکری،. (1396). عوامل مؤثر بر جذابیت برند کارفرما، با نقش متغیر تعدیلگر اجتناب اطمینان برند. فصلنامه مدیریت برند، 4(11)، 143-174.
بلوچی, حسین, & سیاه سرانی کجوری, محمد علی. (1402). بررسی تأثیر جذابیت برند کارفرما بر قصد توصیه کارفرما با میانجی گری رضایت شغلی و تمایل به ماندن با کارفرما. مدیریت منابع انسانی پایدار, 5(8), 143-121. doi: 10.22080/shrm.2023.4161
Abdeldayem, M. M., and Aldulaimi, S. H. (2020). Trends and opportunities of artificial intelligence in human resource management: Aspirations for public sector in Bahrain. International Journal of Scientific and Technology Research, 9(1), 3867–3871.
Ahmad, A., Khan, M. N., & Haque, A. (2020). Employer Branding Aids in Enhancing Employee Attraction and Retention. Journal of Asia-Pacific Business, Advance online publication. https://doi.org/10.1080/10599231.2020.1708231
Akter, S., & Wamba, S. F. (2019). Artificial Intelligence in Brand Management: Opportunities and Challenges. Technological Forecasting and Social Change, 141, 1-9.
Bartikowski, B., & Walsh, G. (2019). The Impact of Artificial Intelligence on Branding: A New Frontier. Journal of Business Research, 95, 491-499.
Bhardwaj, A., Mishra, S., & Jain, T. K. (2021). An analysis to understanding the job satisfaction of employees in banking industry. Materials Today: Proceedings, 37 (2), 170-174. https://doi.org/10.1016/j.matpr.2020.04.783
Bhinekawati, R., & Melayansari, M. (2020). The Impact of Work-Balance on Employee Performance Mediated by Employee Loyalty: Lessons from Female Employees Working in International Environment in Greater Jakarta, Indonesia. Proceedings of the 6th Annual International Conference on Management Research (AICMaR 2019). Available Online 6 April 2020. DOI: 10.2991/aebmr.k.200331.025.
Bussin, M., & Mouton, H. (2019). Effectiveness of employer branding on staff retention and compensation expectations. Published Online: 1 Jan 2019. https://hdl.handle.net/10520/EJC-1714793bd7
Chopra, A., Patel, G., & Sahoo, C. K. (2024). Prioritizing the antecedents of employer branding using fuzzy AHP: An extent analysis approach. Journal of Business & Industrial Marketing, 39(5), 1046-1062. https://doi.org/10.1108/JBIM-02-2023-0112
Donkor, F., Dongmei, Z., & Sekyere, I. (2021). The Mediating Effects of Organizational Commitment on Leadership Styles and Employee Performance in SOEs in Ghana: A Structural Equation Modeling Analysis. SAGE Open, 2.0. https://doi.org/10.1177/21582440211008894
DSouza, P. K. (2019, November). Absolute answerability in the Era of Artificial Intelligence and Machine Learning: A talent management perspective. In 2019 International Conference on Digitization (ICD) (pp. 8–13). IEEE.
Dwivedi, Y. K., Hughes, L., Ismagilova, E., Aarts, G., Coombs, C., Crick, T., Duan, Y., Dwivedi, R., Edwards, J., Eirug, A., Galanos, V., Ilavarasan, P. V., Janssen, M., Jones, P., Kar, A. K., Kizgin, H., Kronemann, B., Lal, B., Lucini, B., Medaglia, R., ... Williams, M. D. (2021). Artificial Intelligence (AI): Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy. International Journal of Information Management, 57, 101994. https://doi.org/10.1016/j.ijinfomgt.2019.08.002
Duan, Y., Edwards, J. S., & Dwivedi, Y. K. (2019). Artificial intelligence for decision making in the era of Big Data – evolution, challenges and research agenda. International Journal of Information Management, 48, 63-71. https://doi.org/10.1016/j.ijinfomgt.2019.01.021
Japutra, A., Situmorang, R., Mariani, M., & Pereira, V. (2024). Understanding employer branding within MNC subsidiaries: Evidence from MNC hotel subsidiaries in Indonesia. Journal of International Management, 30 (1), 101100. https://doi.org/10.1016/j.intman.2023.101100
Garcia, P., Rodriguez, M., & Martinez, L. (2019). The Role of Corporate Branding in Economic Development: A Comparative Analysis of Emerging Economies. Journal of Global Business Development, 4(2), 187–202.
Gelard, P. (2024). Identifying and Assessing Factors Affecting Employer Branding in the Banking Industry. 2021
Gunawan, J., Aungsuroch, Y., Fisher, M. L., McDaniel, A. M., & Liu, Y. (2022). Competence-based human resource management to improve managerial competence of first-line nurse managers: A scale development. International Journal of Nursing Practice. Advance online publication. https://doi.org/10.1111/ijn.12936
Han, H., & Hyun, S. S. (2018). Green indoor and outdoor environment as nature-based solution and its role in increasing customer/employee mental health, well-being, and loyalty. Business Strategy and the Environment. Advance online publication. https://doi.org/10.1002/bse.2269
Ibrahim, M. S., & Yesiltas, M. (2021). Impact of internal marketing on loyalty, promotion, and customer relationship considering the mediating roles of training, motivation, and reward. Revista Argentina de Clínica Psicológica, 30 (2), 200-211. https://doi.org/10.24205/03276716.2020.4019
Loureiro, S. M., & Sarrico, C. S. (2018). Brand Entrepreneurship: A Conceptual Model. Journal of Brand Management, 25(6), 529-545.
Mishra, S., Bhardwaj, A., & Jain, T. K. (2021). An analysis to understanding the job satisfaction of employees in banking industry. Materials Today: Proceedings, 37 (2), 170-174. https://doi.org/10.1016/j.matpr.2020.04.783
Prasetyo, Y. T., Tanto, H., Mariyanto, M., Hanjaya, C., Young, M. N., Persada, S. F., Miraja, B. A., & Redi, A. A. N. P. (2021). Factors Affecting Customer Satisfaction and Loyalty in Online Food Delivery Service during the COVID-19 Pandemic: Its Relation with Open Innovation. Journal of Open Innovation: Technology, Market, and Complexity, 7 (1), 76. https://doi.org/10.3390/joitmc7010076
Prasetyo, Y. T., Tanto, H., Mariyanto, M., Hanjaya, C., Young, M. N., Persada, S. F., Miraja, B. A., & Redi, A. A. N. P. (2021). Factors Affecting Customer Satisfaction and Loyalty in Online Food Delivery Service during the COVID-19 Pandemic: Its Relation with Open Innovation. Journal of Open Innovation: Technology, Market, and Complexity, 7 (1), 76. https://doi.org/10.3390/joitmc7010076
Sarmasági, P. G. (2021). SWOT Assessment Usage in School Talent Management. CentralEuropean Journal of New Technologies in Research, Education and Practice.
Siala, H., & Wang, Y. (2022). SHIFTing artificial intelligence to be responsible in healthcare: A systematic review. Social Science & Medicine, 296, 114782. https://doi.org/10.1016/j.socscimed.2022.114782
Smith, J., Brown, A., & Johnson, M. (2018). The Impact of Corporate Branding on National Identity. Journal of Business Ethics, 123(4), 689–704.
Stander, F. W., Rothmann, S., Popov, V., & Sun, L. (2022). A framework for digital talent assessment: Guidelines and applications. Journal of Psychology in Africa, 32, 520–525.
Susanto, P. C., & Rony, Z. T. (2023). Analysis of Employee Retention Programs and Talent Engagement to Prevent Employee Turnover in Organizations (Systematic Literature Review). Asian Journal of Community Service, 2(6), 489–500.
Teo, S. T. T., Bentley, T., & Nguyen, D. (2020). Psychosocial work environment, work engagement, and employee commitment: A moderated, mediation model. International Journal of Hospitality Management, 88, 102415. https://doi.org/10.1016/j.ijhm.2019.102415
Theurer, C. P., Tumasjan, A., Welpe, I. M., & Lievens, F. (2016). Employer Branding: A Brand Equity-based Literature Review and Research Agenda. International Journal of Management Reviews. Advance online publication. https://doi.org/10.1111/ijmr.12121
Wang, Y. Xiong, M. and Olya, H. (2020) Toward an understanding of responsible artificial intelligence practices. In: Bui, T.X., (ed.) Proceedings of the 53rd Hawaii International Conference on System Sciences. Hawaii International Conference on System Sciences (HICSS 2020), 07-10 Jan 2020, Maui, Hawaii, USA. Hawaii International Conference on System Sciences (HICSS), pp. 4962-4971. ISBN 9780998133133 https://doi.org/10.24251/hicss.2020.610