Developing an AI-Based Employer Branding Model in Iran's Electricity Industry

The electricity industry, as a strategic sector in Iran, faces pressing workforce challenges such as talent shortages, brain drain, and reduced job attractiveness. Addressing these issues requires innovative approaches to human resource management, particularly employer branding. This study develops and validates an artificial intelligence–driven employer branding model designed for the unique context of Iran’s power industry. A three-phase mixed-method design was employed: grounded theory to identify conceptual dimensions, fuzzy analytic hierarchy process (FAHP) to prioritize components, and partial least squares structural equation modeling (PLS-SEM) to validate the model. The findings reveal three overarching dimensions—antecedents, capabilities, and outcomes—comprising fifteen validated components. Comparative analysis shows that academics prioritize sustainability and innovation, whereas practitioners emphasize efficiency and productivity. Results highlight the transformative role of AI-enabled tools such as predictive analytics, automated recruitment, and digital avatars in strengthening employee retention, job satisfaction, and organizational attractiveness. By integrating technological capabilities with strategic HR practices, this study advances the literature on employer branding and provides actionable insights for policymakers and managers in infrastructure industries undergoing digital transformation.