چکیده:
The purpose of this paper is to study the relationship between employer’s brand attractiveness and tendency of Iranian elites to emigrate. We examined the moderating role of migration possibility as well. In order to identify the criteria of Iranian employers brand attractiveness, we conducted a semi-structured interviews with 44 graduate students from Iran’s well-known universities of technology. We also customized two questionnaires for measuring employer’s brand attractiveness and the possibility of migration. The statistical population of the study consisted of 12624 final year graduate students from Iran's top technology and engineering universities based on the Shanghai (2017) ranking. We used stratified random sampling to choose 694 students. For analysis of qualitative data, thematic analysis and for quantitative data, structural equation modeling with partial least squares and PLS software approach were used. The findings show that the attractiveness of employer’s brand decreases students tendency to migrate, and this relationship is moderated by possibility to emigrate. Based on the research findings, it is likely that, the more improving the attractiveness of employer’s brand in areas of economic, development, innovation and social values, the less tendency for Iranian elites to emigrate.
خلاصه ماشینی:
Migration Possibility Path coefficient = 0/43 T-value = 2/14 Migration Intention Employer Brand Attractiveness Path coefficient = -0/28 T-value = 2/74 Figure 2: Result of the research model hypothesis testing Overall Model Fit (GOF): To examine the overall model fit, the Goodness of Fit criterion was used, and three values of 0/01, 0/25, and 0/36 have been introduced as weak, moderate, and strong values for GOF (Wetzels, Odekerken and Oppen, 2009).
Furthermore, based on the findings of this research, the relationship between employer brand attractiveness and students' migration intention is moderated through the moderator variable of migration possibility with a path coefficient of (0/43).
In the economic dimension, ensuring job security and improving compensation systems; in the development dimension, improving career advancement systems and formally recognizing individual values; in the innovation dimension, creating challenging work environments and new working methods; in the application dimension, providing a customer-oriented and humanitarian environment; and in the social dimension, creating supportive and happy work environments, can serve as a foundation for attractive organizations for elites and, based on the findings of this research, reduce the inclination of elites to migrate.
1 Ambler and Arrow 2 Berthon, Ewing and Hah 3 Freeman, Baumann, Akhtar-Danesh, Blythe and Fisher 4 Broek 5 Chhabra and Sharma 6 Jain and Bhatt 7 Lee and Moon 8 Akman 9 Nguyen 10 Krejcie and Morgan 11 Braun and Larcker 12 Average variance extracted (AVE) 13 Fornell and Larcker not considering women's scientific discussions to be lower than men's" that such expressions, combined with other corresponding opinions, ultimately led to the formation of a new indicator of gender equality at work, within the social value dimension.
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