Providing a Framework for Explaining Employer Branding in Khuzestan Sugarcane Industries Using the Thematic Analysis and Structural Interpretive Modeling Method

Abstract

Objective: In recent decades, the concept of employer branding has become an undeniable reality as a key factor in the growth and development of various industries, especially in the sugarcane industry. Therefore, the aim of the present study is to provide a framework for explaining employer branding in Khuzestan's sugarcane industries. Methodology: This research employs two qualitative methods: thematic analysis and structural-interpretive modeling. In the thematic analysis section, all available literature on employer branding was carefully analyzed and examined. For implementing the structural-interpretive modeling methodology, the opinions of 15 experts were collected using a snowball sampling method and were used as the basis for the study. Findings: The results revealed a core theme of employer branding, with six organized themes: economic factors, functional factors, social factors, developmental factors, psychological factors, and political factors, as well as 18 basic themes. In the second step, using structural-interpretive modeling and establishing pairwise relationships, the relationships between the core themes were discovered and prioritized at four levels. Conclusion: A strong employer brand can help companies attract and retain top talent.