Identify the Relationship between Employer Brand Attractiveness, Job Satisfaction, Organizational Commitment and Workforce Agility in Telecom Industries Based on Structural Equation Modeling (SEM) (Case Study: Huawei Technologies Service Iranian)


  • Tehran North Branch, Islamic Azad University, Department of Industrial Engineering, Tehran, Iran, Islamic Republic of
  • Shahid Beheshti University of Medical Sciences, School of Health, Safety and Environment, Tehran, Iran, Islamic Republic of


The present study aims to introduce the employer brand as a new tool in managing human capital and explaining its impact on job satisfaction, organizational commitment and agility of the workforce. The present study is descriptive of survey type and quantitative method. The statistical population of the study was all employees of Iranian Huawei Technology Services Company. The sample was distributed through simple random sampling. Validity of the content of the factors counted with the opinion of the experts and then the validity of the test construct was confirmed using factor analysis methods. The reliability of the test was also calculated and validated for all variables with respect to Cronbach's alpha. In order to analyze the information gathered by the method of structural equation modeling SPSS and Smart PLS software were used. The results confirm the assertion of all the research hypotheses in the research model, indicating that employer brand attractiveness has a positive and direct role in increasing job satisfaction, organizational commitment and workforce agility in the employees of the Telecom industry. At the end, suggestions were also presented based on research findings.


Employer Brand Attractiveness, Job Satisfaction, Organizational Commitment, Telecom Industries, Workforce Agility.

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