Background and Purpose: In recent years, the competition between businesses to attract and retain talented individuals has become a fundamental challenge. A key strategy for organizations to succeed in this arena is to become an "employer of choice." The present study aims to investigate the impact of employer brand image on employer choice by students, specifically examining the role of person-organization fit as a mediating variable, and social media and gender as moderating variables.
Methodology: This research was conducted with the participation of 400 graduate and final-year undergraduate management students at public universities in Tehran. Data were collected through questionnaires and analyzed using structural equation modeling.
Findings: Person-organization fit acts as a mediating variable in the relationship between employer brand image and employer choice. For an organization to become an "employer of choice," the employer brand image must align with person-organization fit. Contrary to some previous findings, this study revealed that social media and gender do not have a significant impact on the relationship between person-organization fit and employer choice and do not play a moderating role in this model.
Conclusion: The results of this study emphasize the critical importance of alignment between employer brand image and students' perceptions of their fit with the organization. To attract top talent and become an employer of choice, organizations must present an image that aligns with the values, goals, and characteristics of students.