This paper aimed to examin how Employer Brand experience formed for talented employees and determine the effect of employee’ s expectation and Brand promise on forming the Employer Brand Experiences. The statistical population is talented employees who worked in active enterprises of Tehran labor market with mixed research method. This study is applied and survey research which was done with theme analysis from 25 interviews by using Nvivo 10 software and identified expectations, Brand promises, and Brand Experiences from the talented employees point of view. The research hypotheses were tested with path analysis from 437 questionnaires by using SPSS 25 and AMOS 24 software. Results revealed that employees expectations affected either through Brand promise, or directly on Brand experience. Also job experience affected on Brand promise. In the other hand, Brand promise affected either through Brand experience, or directly on turnover intention. Although Brand experience didn’ t lead to job persistence, Brand promise affected directly on job persistence. The model found that employee’ s expectations and Employer Brand promises had hierarchical structure. The concept of Employer Brand experience for employee included sum of Employer Brand images that they could remember from each touch points with organization.

Present study is designed to provide a model for measuring Employer Brand and measuring Employer Brand in zarringhazal corporate. literature review of the subject used to estimate the dimensions of Employer Brand and then attempt to measure the company's Employer Brand. According to the purpose current study is a developmental and applied research and research design and method of data gathering is Survey/ Descriptive. Needed data gathered with use of customized related questionnaire to the research model from Employees and job applicants of Zarringhazal corporate and the results of Confirmatory factor analysis shows that an Employer Brand can be measured in five dimensions of economic with Three indicators, Functional with five indicators, social with eleven indicators, developmental with five indicators and messaging with seven indicators. Results of Mean and Standard deviation of answers also shows that in an overall assessment situation of Employer Brand in Zarringhazal corporate is relatively Appropriate and gets the highest mean in the economic dimension and the lowest in the social.

Today, attract, retain, and build loyalty in skilled staff is difficult. There are several ways to create Brand loyalty in employees' organization or company that can be pointed to corporate citizenship and attractive Employer Brand. This study examined the impact of corporate citizenship on Employer Brand attractiveness and Employer Brand loyalty. The Statistical population was faculty members of University of Mazandaran that their numbers are 350 people. After stratified random sampling, 210 valid questionnaires were collected and data were analyzed through SPSS 22 and LISREL8. 8 software. By calculating Cronbach's alpha coefficient of questionnaire reliability and validity through first-order and second-order confirmatory factor analysis were examined. The research hypotheses were tested through path analysis. The results showed that corporate citizenship has a positive and significant effect on Employer Brand attractiveness (β = 0/44; t= 4/98) and Employer Brand loyalty (β = 0/51; t= 5/59). Also, Employer Brand attractiveness has a positive and significant effect on Employer Brand loyalty (β = 0/39; t= 4/12). Finally, according to the results, recommendations were presented to organizations and companies. . .

The purpose of this research is to investigate the effect of personality dimensions on the feeling, trust and attractiveness of the Employer Brand. The population includes 13000 students of University of Mohaghegh Ardebil and 147 employees of the Oil & Natural Gas Company in Ardabil. Accordingly 410 people were selected using convenience sampling method on the basis of Krejcie and Morgan table. This research is an applied study in terms of purpose and it is a descriptive-survey research in terms of data collection. Employer Brand personality dimensions were measured by Lewins et al. (2005) model, feel and trust of Employer Brand were measured by Chowdory and Holbrooke (2001) and Braucos (2009) models, Employer Brand attractiveness was measured through Rampl and Kinging (2012) model. Data analysis was performed using structural equation modeling method with partial least squares approach and Smart PLS2 software. The results showed that there is a positive relationship between personality dimensions and feeling and trust in the Employer Brand. Also, a positive relationship was found between feel and trust with attractiveness of Employer Brand. Moreover, the type of population (employees or students) affect the relationship between personality traits and feeling and trust in the Employer Brand, but there was no significant difference in relationship between feeling and trust and attractiveness in the Employer Brand.

The purpose of this research was to investigate the effect of Employer Brand attractiveness on the intention to recommend the Employer by mediating job satisfaction and willingness to stay with the Employer. Based on the purpose, the research is considered as applied research. In order to collect information, library studies and also a field study among hotel employees in Mashhad city were used. Using the conservative rule of sampling method in structural equation modeling, the minimum sample size was equal to 220 and the limit was between 110 and 330 data; Therefore, 330 questionnaires were distributed among the statistical population, of which 285 questionnaires were completely filled and delivered in order to collect data and information for analysis. The questionnaire of this research included 22 questions and was designed in a 5-point Likert scale. The validity of the questionnaire was evaluated with convergent validity (average variance extracted) and divergent validity (Fornell's and Locker's criterion techniques, cross-sectional load test and heterotrait - monotrait ratio). Its reliability was also confirmed with Cronbach's alpha, homogenous reliability and composite reliability. So that the reliability of the variables and the reliability of the variables of the questionnaire were evaluated higher than (0.7). Finally, the data obtained from the questionnaire were analyzed using statistical tests. Hypotheses were tested with structural equation model (path analysis) in SmartPLS3 software. The results showed that the attractiveness of the Employer affects the intention to recommend the Employer; Job satisfaction and willingness of employees to stay in the organization are effective.

Understanding the importance of staff role in service organizations has led them to seek solutions for employee participation in the organization’ s Branding process and becoming a Brand champion. Hence, this reinforces the need to pay attention to the concept of Employer Branding. Most studies are dedicated to the examination of Employer Branding as a talent attraction technique among potential employees. However, the present research has examined the consequences of the internal Employer Brand and the effect of Employer Brand on Brand champion behavior through the variable of organizational identification has been investigated. This study is an applied research with descriptive-correlation analytical methodology. This research was carried out among Maskan bank branches in Tehran city and 215 complete questionnaires were gathered. A structural equation modeling approach is employed to examine the relationship posited in this study and hypotheses were analyzed through SmartPLS2 softwares. . The result of research shows that the Employer Brand has a positive and significant effect on organizational identification. Organizational identification has a positive and significant effect on Brand champion behavior and also the Employer Brand has a positive and significant effect on Brand champion behavior.

Today, recruiting and retaining talented and competent human resources has become an important challenge for organizations, and various researchers have pointed to the importance of the human capital as a source of competitive advantage. In this way, This study has been done by using meta-analysis method and survey the results of researches about the affecting factors on Employer Brand in Iran. The comprehensive meta-analysis software (CMA) used for data analysis. This research is applied in terms of purpose. The study populations were all research papers on this subject that have been conducted in Iran until 0202. In this study 02 independent and 41 dependent variables were identified. The results of this meta-analysis show that variables such as Organizational Capacities, External Factors, Assessment and Impact, Strategy, Internal Factors, Brand Identity and Adaptation, Work Environment Security and Desirability, Organization Reputation, Collaboration, Distinct and Applied Value, Social Value, Target Group Needs, Logo and Mental Image, Economic and market value, Branding and Branding, feedback have had the greatest impact on Employer Brand. Also, the results of this study showed that Employer Brand affects important organizational variables such as External Outcome, Internal Outcome, and Willingness to Quit, Employee Satisfaction, Social Capital, Employee Retention, Organizational Identity, Organization Image, Goals Transparency, Employment Intention, Organizational Commitment, and Loyalty.

Objective: This paper aimed to identify and classify high-educated emloyees expectations from the organization, and deisign a model of Employer Brand based on their expectations. Methods: This paper has a qualitative approach and used the grounded theory as a research method. In-depth and semi-structured interviews were used o collect data. In this regard, 25 experts who has job experience and high educationand graduated from high level universities participate in job interviews. The validity of this research was examined and approved by the interviewers, professors, and by content validity ratiowith coefficience of%62. And the reliability was %81 which obtained by using auditing result processmethodology. For data analysis, we used the continuous comparison method in three stages: open, axial, and selective coding. Results: Results revealed that mutual expectations between employee, job and organization had significant effects on Employer Brand Experiences. Also, it was shown that Employer Brand Experiences with contextual conditions (organizational capabilities, Employer Branding executive requirements, Employer Branding executives and HR management subsystems), and intervening conditions (candidate’ s persona, Employer content marketing, Employer Branding challenges) had significant effects on Employer Brand equity strategies. Additionally, the findings indicated that the consequences of employee’ s attraction and retaintion, improvement of organizational and employee performance, customer and market, business Brand, Brand awareness, HR and external consequences.