Investigating the constituent factors of the employer's brand based on the company's social responsibility

Subject Areas : Social Researches

leila gorizan ¹ , Seyed Aliakbar Ahmadi ² , Vahid Chenari ³

1 - Training department
2 - Department of Management, Payame Noor University, Tehran, Iran.
3 - Assistant Professor, Department of Management, shoushtar Branch, Islamic Azad University, shoushtar, Iran.

Received: 2022-03-10 Accepted : 2022-03-10 Published : 2021-11-22

Keywords: Social responsibility, Branding, Employer Brand, National Company of Southern Oilfields,

Abstract :

The purpose of this study was to design an employer brand model based on corporate social responsibility. In line with this goal, the factors were identified; the employer's brand modeling based on social responsibility and the designed model were explained. The research was descriptive-exploratory and mixed research in terms of basic-applied purpose, in terms of data collection. The statistical population of the study consisted of experts, managers and experts of the National Company of Southern Oilfields and its subsidiaries. The number of experts was 37 (who were randomly selected) and the number of experts and managers was 270. Among the experts, only 26 were willing to cooperate in the research process. In the qualitative stage, the constituent factors of the employer brand and the company's social responsibility were identified, which were first identified based on previous studies and then using content analysis. The interview was conducted based on the principle of theoretical adequacy. Thus, the interview with 13 people was concluded. In a quantitative step, using Delphi test, the identified factors were evaluated and the insignificant factors were removed. Based on the results of content analysis test and Delphi test, the employer brand has 8 dimensions of loyalty, employee orientation, brand communication, socio-cultural ethics, brand image, brand awareness, value creation and competitiveness. For the organizational social responsibility variable, 7 dimensions of customers, humanitarian, economic, staff, legal requirements, ethical and environmental accountability were identified, based on which the research model was designed.