European Journal of Studies in Management and Business

Today, paying attention to employees and aligning their features and capabilities with the brand is of great importance for organizations in competitive environments. According to previous studies, factors such as competency, satisfaction, and commitment have been used as mediators between HRM and the brand of the organization. The statistical population of the study consisted of 270 employees of different branches of social security insurance in Alborz province. The sample size was determined based on Morgan's table and 220 questionnaires were distributed and 159 correct questionnaires returned. The validity of the questionnaire was confirmed by an interview with industry experts and its reliability was confirmed by Cronbach's alpha coefficient at 0.854. Confirmatory factor analysis, structural equation modeling (SEM), AMOS and SPSS software were used for data analysis. The results showed that the conceptual model of the research has good fitness. After examining 9 direct hypotheses and 3 hypotheses with mediating variables, it was concluded that the main research hypothesis about the relationship between HRM and brand and 6 other hypotheses was positive and significant. Also, the relationship between HRM with competence and competence with the brand was not significant and the variable mediating role of competence between HRM and brand is not confirmed, but two variables of commitment and satisfaction can play a mediating role in the relationship between HRM and brand. Therefore, organizations can enhance the brand of the organization by measuring, planning and continuously improving HRM indicators and adopting strategies to increase employee commitment and satisfaction, and increase customer satisfaction by increasing sales and profits.