Iran ranked ninth in among the top twenty countries with the highest desire for immigration. Based on Lee's model of migration, this study examines whether the attractiveness of the employer brand in the country of origin can play an effective role in reducing the tendency to immigrant in Iranian educated women. This research uses a mixed approach through qualitative interviews to identify brand attractiveness indicators of the employer. In the quantitative section, the native questionnaire of employer brand attraction, as well as the standard questionnaire on the immigration orientation are used. The statistical population of the study consists of 7452 final year female students in different levels of Iran's top technical and engineering universities based on the ranking of Shanghai (2017). Data were collected from 392 female students by stratified random sampling. In the qualitative phase, the authors extracted four indicators - in addition to those included in the measurement instrument of Berthon et al.(2005) - for measuring the employer brand attractiveness. The results of the quantitative section showed that the attractiveness of employer brand reduces the tendency of elite women to migrate. The results of study indicate the need to review the design of working environments in order to be more in line with the requirements of women (especially in the social dimension). Also, it is possible to create attractive organizations for elite women and reduce their tendency for immigration.
Employer Brand Attraction
2019 Special Focus—Border Crossing Narratives: Learning from the Refugee Experience
Paper Presentation in a Themed Session
Faculty, Rahedanesh Institute of Higher Education, Iran