نوع مقاله : مقاله پژوهشی
1 استادیار گروه مدیریت، دانشکده مدیریت و حسابداری، دانشگاه بوعلی سینا، همدان، ایران.
2 کارشناسی ارشد رشته مدیریت بازاریابی، موسسه آموزش عالی گنجنامه، همدان، ایران.
3 دانشجوی کارشناسی ارشد رشته مدیریت کسبوکار، دانشکده علوم اقتصادی و اجتماعی، دانشگاه بوعلی سینا، همدان، ایران
عنوان مقاله [English]
In recent years, Bank Mellat has faced the challenge of retaining its good employees, and it seems that the bank's attractiveness in the field of employer brand and the level of job attachment among the bank's employees can explain this issue. The aim of this study was to provide solutions to improve the shelf life and retention of Bank Mellat employees by examining the impact of employer brand attractiveness on it and the mediating role of job attachment. From a methodological point of view, this research was descriptive-survey and cross-sectional and applied. The statistical population included all employees of Bank Mellat in Hamedan in 1398, which was used to obtain information from all people by census method, to 143 people. The method of data collection was standard questionnaires. For data analysis, structural equations were used with the help of PLS software. The results showed that the attractiveness of the employer brand directly affects the desire to retain employees by 62%, the attractiveness of the employer brand by 61% affected job attachment and job attachment by 19% explains the tendency of employee retention. The results showed that the investment of organizations to enhance the attractiveness of their employer brand causes employees to become attached to their jobs and from this place promotes their desire to stay in the organization.