Designing an Employer Brand Model in Iran’s Mining Industries

Abstract

Employer branding, as the perceived image of an organization among employees and job seekers, plays a key role in attracting, retaining, and motivating talent. The present study was conducted with the aim of designing an employer brand model in Iran’s mining industries. This research adopted a qualitative approach and employed qualitative content analysis. The research population consisted of experts in Iran’s mineral products industry, and sampling was carried out using the snowball method until data saturation was achieved. Ultimately, 15 in-depth semi-structured interviews were conducted with experts from large mining companies. Data analysis was performed using MAXQDA software, and a conceptual model was extracted. The core phenomenon of the model is the “formation and dynamics of employer brand perception in Iran’s mining industries.” Causal conditions include competitive compensation, job security, development opportunities, sanctions, meritocracy, and job hardship. Contextual conditions encompass ownership structure, organizational scale, geographical characteristics, and the contractor ratio. Intervening conditions include labor market competition, macro-environmental factors, and discriminatory behaviors. The proposed strategies involve enhancing safety and welfare, developing human capital, and establishing a fair compensation system. Positive consequences include talent attraction, employee retention, organizational commitment, productivity, and reputation, while negative consequences include employee turnover, workforce aging, dependence on contractors, reduced productivity, and safety incidents. This model represents the first indigenous employer branding framework for Iran’s mining industries and offers practical recommendations for managers and policymakers.