Public Administration Perspective

The Impact of Green Human Resource Management on Employer Branding Considering the Role of Corporate Social Responsibility and Corporate Sustainability

Document Type : Research Article

Authors

1 Department of Management Sciences, Yazd University, Yazd, Iran

2 Faculty of Management Sciences, Yazd University, Yazd, Iran

3 Business Administration, Department of Management Sciences, Yazd University, Yazd, Iran

Abstract

Purpose: The purpose of the present research is to investigate the impact of green human resource management on employer branding, considering the mediating role of corporate social responsibility and corporate sustainability in companies active in the steel value chain of Yazd Province.
Design/ methodology/ approach: This research is applied in nature, and the data collection method is descriptive-correlational. The statistical population of the study comprises supervisors, managers, and board members in companies active in the steel value chain of Yazd Province. The sample size, determined using a rule of thumb, consisted of 138 individuals selected through convenience sampling. Standard questionnaires were employed for data collection, and their reliability was assessed using Cronbach's alpha, and construct validity was also verified. Structural equation modeling, along with SPSS 22 and SmartPLS3, was used for data analysis.
Research Findings: The findings indicate that green human resource management has a significant positive effect on employer branding (β = 0.374, t = 4.96 > 2.576). Furthermore, green human resource management demonstrates a significant positive impact on corporate social responsibility (β=0.598, t=11.42>2.576). Additionally, a significant positive relationship was found between green human resource management and corporate sustainability (β=0.315, t=4.77>2.576). Corporate social responsibility also has a significant positive influence on corporate sustainability (β=0.599, t=10.24>2.576). Finally, both corporate sustainability (β=0.234, t=2.39>1.96) and corporate social responsibility (β=0.255, t=2.30>1.96) have significant positive effects on employer branding. Regarding the mediating roles, the indirect effect of green human resource management on employer branding through corporate social responsibility was significant (β=0.152, t=2.33>1.96), thus confirming the mediating role of corporate social responsibility. Similarly, the indirect effect of green human resource management on employer branding through corporate sustainability was also significant (β=0.074, t=2.14>1.96), supporting the mediating role of corporate sustainability.
Limitations & Consequences: The limited generalizability of the research findings to all populations and the use of questionnaires to measure individuals' attitudes are among the limitations of this study
Practical Consequences: It is essential for managers to adopt green human resource management as a key strategy to achieve sustainability goals and capitalize on its benefits. Furthermore, by focusing on sustainable innovations, companies can strengthen their employer brand and be recognized as leaders in environmental responsibility, yielding significant competitive advantages.
Practical Consequences: Presenting a model for the impact of green human resource management on employer branding, considering the mediating role of corporate social responsibility and corporate sustainability in companies active in the steel value chain of Yazd Province.
Innovation or value of the Article: Innovation of research
Paper Type: Original Paper
 

Keywords

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Public Administration Perspective
Volume 17, Issue 1 - Serial Number 65
March 2026
Pages 164-190