Providing a model of employer branding attractiveness in the Khorasan Regional Electric Company

Nowadays, the demand of organizations for skilled employees has increased to fight against the insufficiency of human capital. Attracting potential employees is a big challenge for organizations, which can be dealt with through employer branding attractiveness. This study is conducted to provide a model of employer branding attractiveness in the Khorasan Regional Electric Company. It is an applied study in terms of objectives, interpretive in terms of philosophy, and exploratory in terms of nature, with a qualitative approach. The data are collected through semi-structured interviews and analyzed using thematic analysis. The statistical population includes the employees of Khorasan Regional Electric Company, who were selected through purposive sampling. According to the results, employer branding attractiveness has economic, developmental, social, human-oriented, functional, innovative, and cultural components that can be considered by organizations to attract and maintain human capital.

Keywords:

employer brand , employer branding attractiveness , human resource management (HRM) , Khorasan Regional Electric Company