The Impact of Corporate Social Responsibility on Employer Brand, The Mediating Role of Corporate Identity

In the contemporary era, human resource management plays a pivotal role in organizations’ success. One crucial factor in establishing a successful organization is the attraction and retention of talented employees. Strengthening the employer’s brand contributes to the realization of this objective. Various factors, including corporate social responsibility and corporate identity, significantly influence employer brand effectiveness. The present study investigates the impact of CSR on employer brand with the mediating role of corporate identity in the National Petrochemical Industries Company. This quantitative study collected data from ۳۰۸ participants using a standardized questionnaire. Data analysis involved descriptive statistics and structural equation modeling. The findings indicate that a company’s CSR initiatives have a positive effect on employer brand effectiveness, enhancing the positive perception of employees in the industry. Furthermore, these initiatives positively impact employees' sense of corporate identity. A high sense of identity among employees, in turn, positively influences the employer brand of the petrochemical company, strengthening employees’ positive perceptions of the organization.

کلیدواژه ها:

Employer brand ، Corporate social responsibility ، Corporate identity