The effect of Value Congruence and Employee Empowerment on Employer Brand Attractiveness in the Melli Bank

The purpose of this research is to investigate how the matching of values and empowerment of Bank Melli employees affect the attractiveness of its employer brand and also show the effect of the attractiveness of the employer brand on the employer value proposition in this bank. The research method has been applied and developmental in terms of purpose, and the structural equation method with SMART PLS software has been used for data analysis. This research's statistical population is the National Bank employees, which is determined based on Morgan Table 394. In this research, a questionnaire was used to measure the variables. The reliability of this questionnaire has been confirmed using Cronbach's alpha coefficient. Convergent and divergent methods have also been used in the narrative section. This research shows that catching individual values with National Bank's values makes the employer's brand more attractive to employees. In addition, the results of the alignment of this research with signal theory show that empowered employees are critical resources while participating in the bank, and sending positive signals leads to strengthening the attractiveness of the employer's brand. Another significant result shows that the employees of the National Bank have a higher identity with the internal groups, consider themselves members of the bank's big family, and take measures to improve the bank's performance.