In recent years, the expansion of information and communication technology has played a significant role as a key factor in the transformation of public organizations, enhancing performance, improving stakeholder perceptions, and increasing the attractiveness of organizations. Organizational attractiveness, as the ability of an organization to attract and retain capable human resources, is increasingly important, especially in service institutions like municipalities. On the other hand, organizational image, as the overall perception of stakeholders regarding the identity, effectiveness, and credibility of the organization, can influence how information and communication technology affects organizational attractiveness.
The aim of this research is to analyze the impact of information and communication technology on the organizational attractiveness of Tabriz Municipality within the context of organizational image. This research is applied in purpose and descriptive-survey in method. The statistical population includes all employees of Tabriz Municipality, from which a proportional sample was selected using stratified random sampling. The data collection tool was a standardized questionnaire, whose validity was confirmed through content and construct validity, and reliability was verified using Cronbach's alpha coefficient. Data were analyzed using descriptive and inferential statistical methods with the help of statistical software.
The findings showed that information and communication technology has a positive and significant impact on the organizational attractiveness of Tabriz Municipality. Additionally, the results indicate that information and communication technology plays an important role in improving organizational image, and organizational image is significantly related to organizational attractiveness.