Thought about Human Side of Brand: Considering the Effect of Employer Brand on Human Capital Satisfaction

Hasangholipor, Tahmores; Malayeri Noorijani, Aziz Mohammad; Babashahi, Jabbar; Sadegh Vaziri, Faraz

Thought about Human Side of Brand: Considering the Effect of Employer Brand on Human Capital Satisfaction

Document Type : Research Article (Original Article)

Authors

Tahmores Hasangholipor ¹

Aziz Mohammad Malayeri Noorijani ²

Jabbar Babashahi ³

Faraz Sadegh Vaziri ⁴

¹ Associate Professor, Faculty of Management, University of Tehran, Tehran, Iran.

² PhD candidate of Human Resource Management, Faculty of Management, University of Tehran, Tehran, Iran.

³ Assistant Professor, Faculty of Management and Accounting, College of Farabi, University of Tehran, Qom, Iran.

⁴ Assistant Professor, Faculty of Management, Kharazmi University, Tehran, Iran.

Abstract

In competitive labor markets, the challenge for organizations is to differentiate themselves in order to successfully attract and retain the best staff. Building distinctive employer brand can help an organization gain competitive advantage by attracting and retaining the best talent from labor markets. Accordingly, the aim of this study is to explore the role of the employer brand personality in influencing human capital satisfaction. Data was gathered through questionnaires and structural equation modeling was used to test research model. The research finding indicated that promotion and management of employer brand pave the way for promoting satisfaction of human capital, so that five dimensions of employer brand such as responsibility, activity, emotionality, aggressiveness and simplicity have an impact on human capital satisfaction, another finding is that bravery dimension had the major impact on human resource satisfaction.

Keywords

Brand

Brand Personality

Human Capital Satisfaction