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Investigating the Effects Employer Brand on the Human Resource Agility through Mediating Role of Employer Brand Attractiveness and Internal Marketing in Company’s Knowledge Base


Affiliations
1 M.A of Business Management - Marketing Management, Department of Management, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran, Islamic Republic of
2 M.A of Executive Management, Department of Management, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran, Islamic Republic of
3 M.A of Industrial Management, Department of Management, Centeral Tehran Branch, Islamic Azad University, Tehran, Iran, Islamic Republic of
 

In today’s business environment, organizations increasingly use branding as a strategic tool that this use of the brand has found a way in the field of human resource. The purpose of this paper is to study the relationship between employer’s brand attractiveness and tendency of Iranian elites to emigrate. We examined the moderating role of migration possibility as well. Therefore, the purpose of this paper is to investigate the effect employer brand on the human resource agility in knowledge based companies in Kurdistan province in 2020. From methodological perspective, the present study is a survey-applied method based on descriptive-survey methods. Required data has been collected through combining and integrating several standard questionnaires with the use of formal reforms. The content validity of the factors was calculated by experts and then the validity of the test structure was confirmed using factor analysis methods. In order to analyze the collected data, Partial Least Square method (Smart PLS) was used. The results confirm the appropriateness of all research hypotheses and have a positive and significant relationship between effects employer brand on the human resource agility through mediating role of employer brand attractiveness and internal marketing in the research model. Also, according to the results the organization provided practical recommendations for managers and planners.


Keywords

Employer Brand, Employer Brand Attractiveness, Human Resource Agility, Internal Marketing, Telecom Industries
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  • Investigating the Effects Employer Brand on the Human Resource Agility through Mediating Role of Employer Brand Attractiveness and Internal Marketing in Company’s Knowledge Base

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Authors

Bahare Boobanian
M.A of Business Management - Marketing Management, Department of Management, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran, Islamic Republic of
Milad Heidari Pakrouh
M.A of Executive Management, Department of Management, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran, Islamic Republic of
Hossein Javehtash
M.A of Industrial Management, Department of Management, Centeral Tehran Branch, Islamic Azad University, Tehran, Iran, Islamic Republic of

Abstract


In today’s business environment, organizations increasingly use branding as a strategic tool that this use of the brand has found a way in the field of human resource. The purpose of this paper is to study the relationship between employer’s brand attractiveness and tendency of Iranian elites to emigrate. We examined the moderating role of migration possibility as well. Therefore, the purpose of this paper is to investigate the effect employer brand on the human resource agility in knowledge based companies in Kurdistan province in 2020. From methodological perspective, the present study is a survey-applied method based on descriptive-survey methods. Required data has been collected through combining and integrating several standard questionnaires with the use of formal reforms. The content validity of the factors was calculated by experts and then the validity of the test structure was confirmed using factor analysis methods. In order to analyze the collected data, Partial Least Square method (Smart PLS) was used. The results confirm the appropriateness of all research hypotheses and have a positive and significant relationship between effects employer brand on the human resource agility through mediating role of employer brand attractiveness and internal marketing in the research model. Also, according to the results the organization provided practical recommendations for managers and planners.


Keywords


Employer Brand, Employer Brand Attractiveness, Human Resource Agility, Internal Marketing, Telecom Industries

References





DOI: https://doi.org/10.18311/jeoh%2F2020%2F25946