Identification and Causal Analysis of Factors Affecting the Enhancement of Employer Branding in Small and Medium-Sized Enterprises Using the Fuzzy DEMATEL Technique

The present study aims to identify and analyze the causal relationships among factors influencing the enhancement of employer branding in small and medium-sized enterprises (SMEs). In today's competitive environment, SMEs face significant challenges in attracting and retaining talented human resources, and employer branding can play a critical role in improving organizational image, increasing employee commitment, and reducing turnover intentions. This research is applied in terms of purpose and adopts a mixed-method approach. In the qualitative phase, the factors affecting employer branding were identified through a review of theoretical foundations, prior studies, and expert opinions. In the quantitative phase, the causal relationships among the identified factors were analyzed using the fuzzy DEMATEL technique. The statistical population consisted of experts, HR managers, consultants, and specialists familiar with employer branding and SMEs. Fifteen experts were selected using purposive sampling. The data collection instrument was a fuzzy pairwise comparison questionnaire. Content validity was confirmed by academic and professional experts, and reliability was assessed through consistency evaluation of expert judgments. The findings indicate that leadership style, organizational culture, organizational justice, and career growth opportunities are causal factors, whereas organizational reputation, work-life balance, job security, and compensation systems are effect factors. Therefore, enhancing employer branding in SMEs requires prioritizing root and driving factors.

کلیدواژه ها:

Employer Branding ، Small and Medium-Sized Enterprises ، Fuzzy DEMATEL ، Human Resource Management ، Causal Analysis