The Role of Employer Branding in Creating Social Capital

Document Type : Research/Original/Regular

Authors

1 Ph.D. Student, Department of Public Administration, Qazvin Branch, Islamic Azad University, Qazvin, Iran

2 Professor, Faculty of Management and Accounting, Allameh Tabatabai University, Tehran, Iran

3 Assistant Professor, Department of Public Administration, Qazvin Branch, Islamic Azad University, Qazvin, Iran

4 Assistant Professor, Department of Industrial Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran

Abstract

This study examines how corporate social responsibility by becoming the employer brand can be converted to social capital. To achieve this goal, participants study were Ph.D. Students were studying at the years 1391 to 1395 at the Faculty of Management and Accounting of Islamic Azad University of Qazvin, which were selected 161 students by simple random sampling method. Current research in terms of dimension of the goal is applied research and the method of data collection, is descriptive-correlational. In order to test the hypothesis, the information collected by a questionnaire. Content, convergent and divergent validity was used. Index reliability, were measured by two criteria: Cronbach's alpha and composite reliability that all of them were approved. In this research were used to test the research hypotheses, structural equation modeling with Partial Least Squares approach and analysis by SmartPLS software. The findings showed: direct effect of corporate social responsibility on social capital was rejected, but the direct impacts of employer branding, internal audience satisfaction, external audience’s image were confirmed. Also indirect effect of corporate social responsibility by employer branding and internal audience satisfaction and external audiences image, indirect effect of employer branding by internal audience satisfaction and external audiences image, indirect effect of internal audience satisfaction by external audiences image on social capital were confirmed.

Keywords

Main Subjects

References

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Social Capital Management
Volume 4, Issue 1
April 2017
Pages 1-26

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