Identifying Factors of Employer Brand in Sugarcane Industry in Khuzestan Province and Proposing its Pattern via Thematic Analysis

In the current competitive world, employer brand is recognized as a powerful tool for attraction and retention of top talents. This brand introduces employer identity and values of an organization to the audience and acts as a distinction factor in the labor market. Thus, the present study aims to respond to the question, i.e., what are the factors of employer brand in sugarcane industry in Khuzestan province? Method: In this research, 18 experts were being interviewed. Snowball method was used for data collection and then, the information extracted from the texts and interviews were classified and analyzed using thematic analysis. Findings: The results revealed classification of one global theme including employer brand, six organized themes including economic, functional, social, developmental, psychological and political factors, and 18 basic themes. Conclusion: A strong employer brand can help companies attract and retain top talents, since individuals seek to work in companies which are aligned with their values and purposes and provide a suitable working environment and opportunities for growth and development.