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Abstract
This study was conducted to examine the impact of employer brand attractiveness on employee satisfaction and loyalty at VNPT Thua Thien Hue. From the survey data of 224 employees working at the enterprise, the results of the analysis of the Structural Equation Modeling (SEM) show that the factors affecting the satisfaction are in descending order, including: economic value, development value, safety value and application value. However, only development value and satisfaction directly affect loyalty. The study also found that satisfaction plays a full mediating role in the relationship between economic value, safety value, application value and loyalty, a partial mediating role of the relationship between development value and loyalty. Management implications are also proposed by the article to improve employee satisfaction and loyalty in the coming time.