Identifying Factors of Employer Brand in Sugarcane Industry in Khuzestan Province and Proposing its Pattern via Thematic Analysis
محورهای موضوعی : Agricultural ExtensionRostam ALipour 1 , Mansoure Moradihaghighi 2 , Farshad Haji Alian 3
1 - PhD Student of Public Administration, Firozkoh Branch, Islamic Azad University, Firozkoh, Iran
2 - Assistant professor, Department of Public Administration, Firozkoh Branch, Islamic Azad University, Firozkoh, Iran
3 - Assistant professor, Department of Public Administration, Firozkoh Branch, Islamic Azad University, Firozkoh, Iran
کلید واژه: Brand, Employer Brand, Sugarcane Industry, Khuzestan, Thematic Analysis ,
چکیده مقاله :
In the current competitive world, employer brand is recognized as a powerful tool for attraction and retention of top talents. This brand introduces employer identity and values of an organization to the audience and acts as a distinction factor in the labor market. Thus, the present study aims to respond to the question, i.e., what are the factors of employer brand in sugarcane industry in Khuzestan province? Method: In this research, 18 experts were being interviewed. Snowball method was used for data collection and then, the information extracted from the texts and interviews were classified and analyzed using thematic analysis. Findings: The results revealed classification of one global theme including employer brand, six organized themes including economic, functional, social, developmental, psychological and political factors, and 18 basic themes. Conclusion: A strong employer brand can help companies attract and retain top talents, since individuals seek to work in companies which are aligned with their values and purposes and provide a suitable working environment and opportunities for growth and development.
In the current competitive world, employer brand is recognized as a powerful tool for attraction and retention of top talents. This brand introduces employer identity and values of an organization to the audience and acts as a distinction factor in the labor market. Thus, the present study aims to respond to the question, i.e., what are the factors of employer brand in sugarcane industry in Khuzestan province? Method: In this research, 18 experts were being interviewed. Snowball method was used for data collection and then, the information extracted from the texts and interviews were classified and analyzed using thematic analysis. Findings: The results revealed classification of one global theme including employer brand, six organized themes including economic, functional, social, developmental, psychological and political factors, and 18 basic themes. Conclusion: A strong employer brand can help companies attract and retain top talents, since individuals seek to work in companies which are aligned with their values and purposes and provide a suitable working environment and opportunities for growth and development.
1. Ada, N., Korolchuk. M., Yunyk, I. (2023). The role of employer branding practices on management of employee attraction and retention. Economics Ecology Socium. 7 (1), 46-60.
2. Agheli, M., NikMenesh, Sh., Rashidi, H., & Jalali, P. (2023). Training on thesis writing and scientific article writing. first edition, Tehran: Dibagaran Book Institute.
3. Alaeddin, B., Asaad, T., Khshan, M., Ebeid. A (2024). Is it beneficial for organization to employ branding internally? a study toward enhancing the employee performance, international Journal of Education business and Economics research, 4(7), 26-53.
4. Azhar, A., Rehman, N., Majeed, N., Bano, S. (2024). Employer branding: A strategy to enhance organizational performance. International Journal of Hospitality Management, 116, 103618.
5. Borjinia, F., Mashali, B., Askari, N. (2022). Designing and explaining employer brand reinforcement of Tejarat Bank for manpower attraction and retention (mixed approach). International Journal of Nonlinear Analysis and Applications, 14 (11), 219-232.
6. Braun, V., Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77-101.
7. Dabirian, A., Paschen, J., Kietzman (2019) Employer branding understanding employer Attractiveness of IT Companies. IT professional, 21 (1), 82-89.
8. Druteikiene, G., Savicke, J., Skarupskiene, D. (2023). The impact of employer brand on the relationship between psychological empowerment and employee engagement. Problems and Perspectives in Management, 27 (1), 193-203.
9. Falah Noushabadi, M., Mahmoudzade, S. M., Abbaspour, A., Yazdan Shenas, M. (2022). Employer brand model of Ministry of Education for attracting and retaining talented and specialized manpower. 5 (12), 2133-2147.
10. Grigore, G., Chapleo, C., Homberg, F., Alniacik, U., & Stancu, A. (2024). Employer branding dimensions: An adapted scale for Eastern Europe. Journal of Strategic Marketing, 32(4), 447-466.
11. Kalinska-Kula, M., Staniec, I. (2021). Employer branding and organizational attractiveness current employees, perspective. European Research Studies Journal, 24 (1), 583-603.
12. Kargas, A., Tsokos, A. (2020). Employer branding implementation and human resource management in Greek telecommunication industry. Administrative Sciences, 10 (1), 17.
13. Kurdanaij, A., Nejat, S. (2018). Effect of corporate citizenship on attractiveness and loyalty to employer brand (brand of the University of Mazandaran). Organizational Resource Management Research, 8 (1), 113-133.
14. Matongolo, A., Kasekende, F., Mafabi, S. (2018). Employer branding and talent retention: perceptions of employees in higher education institutions in Uganda". Industrial and Commercial Training, 50 (5), 217-233.
15. Mirovic, M. N (2023) The impact of employer branding on the recruitment process, papers from the Thematic Areas of the conference. 101-108.
16. Monteiro, B., Santos, V., Reis, I., Sampaio, M. C., Souse, B., Martinho, F., Souse, M. J., Au –yong – oliveira, M. (2020). "Employer branding applied to a pioneering model proposal for attracting and retaining talent". Information (Switzerland), 11(12), 574.
17. Molk, A. (2018). Structures, strategizing, and contested territories: A structuration perspective on strategy development in employer branding. Scandinavian Journal of Management, 34(4), 326-334.
18. Ojaha, N., vaishnaw, H. (2024). Employer branding tactics for elevating attractiveness. European Economic Letters. 14(1), 552-557.
19. Panahi, B. (2019). Meta-analysis of drivers and consequences of employer brand in Iran. Quarterly Journal of Brand Management, 6 (19), 35-46.
20. Rahimian, A. (2013). Employer brand, modern strategy of human resource management, Quarterly Journal of Human Resource Management Research at Imam Hossein University, 5 (2), 127-150.
21. Schneider, L. (2018). Why branding is important in marketing, the balance small business.
22. Sharma, R., Singh, S. P., & Rana, G. (2019). Employer branding analytics and retention strategies for sustainable growth of organizations. Understanding the role of business analytics: some applications, 189-205.
23. Suwarsi, S., Fauzan, N., Herlia wan. P. (2024). Value-based employer branding to attract and retain Millennial Doctors at Hospitals in Indonesia. International Journal of professional Business Review, 9 (1), 24.
24. Vercic, A. T., & Coric, D. S. (2018). The relationship between reputation, employer branding and corporate social responsibility. Public Relations Review, 44(4), 444-452.
