Background: The employer’s brand has become increasingly important in attracting and retaining human resources, particularly in the health services sector. This research aims to develop a comprehensive model of employer branding in medical diagnosis laboratories in Alborz Province.
Methods: This study used a mixed method approach, combining qualitative and quantitative techniques. In the qualitative phase, indicators were identified through thematic analysis of previous articles and interviews with 10 subject matter experts. The data was coded using MAXQDA software to extract a qualitative model. In the quantitative phase, structural equations and confirmatory factor analysis were performed using SPSS 22 and Smart PLS software to test the model.
Results: The results revealed that six dimensions significantly contribute to the comprehensive employer branding pattern in medical diagnostic laboratories in Alborz Province: psychological, motivational, and social values; culture and work environment; economic factor; laboratory brand strength; internal consequences of employer branding; and external consequences of employer branding.
Conclusion: Based on the factor loading, the most important indicator was laboratory structure, which is a component of the culture and work environment. To enhance the performance of the laboratories, it is recommended to focus on the design of the work unit structure, flexible work division, and clear explanation of the laboratory’s specific objectives.
