Nowadays, because of the competitive labor market, employment and retention of talented and skilled workers has become a crucial challenge for most organizations. The exceptional value of the employer brand can create a competitive advantage for any organization. The present study aims to examine whether the employer brand affects the job satisfaction of IT department staff in Mellat bank, or not. This research is applied in terms of purpose and descriptive-correlational in terms of quantitative approach. The statistical society of this research includes all of the IT department staff of Mellat Bank; the population of this unit is 367 people. The sample size calculated by Cochran's formula was 188. For collecting data, we used a standard questionnaire. Experts confirmed the validity of this questionnaire, and Cronbach’s alpha confirmed its reliability. We used Smart PLS 3 software for analysis of data. Finally, the results indicated that reputation, organizational culture, corporate social responsibility, training and development have a positive effect on job satisfaction of employees and that they have a negative effect on diversity and work-life balance.
کلید واژگان :Employer brand, Social responsibility, Training and development, Job satisfaction, Mellat Bank
ارزش ریالی : 300000 ریال
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