This study aims to investigate the direct effect of employer branding on employee performance for telecommunication companies in Egypt, Employer branding represents a new concept in marketing, and it is considered one of the most beneficial strategies that are being adopted by organizations to retain, attract, and develop unique talents, it is how to apply the concept of branding in human resource management HRM through employee value proposition EVP. Employer branding is divided into external and internal branding. Employee performance is very crucial to attain organizational goals and it is a measure for the quality of human resources in the organization. so, the destination of employer branding is to acquire ongoing high performance. A questionnaire was used to collect data from 365 employees in telecommunication companies. Path analysis is employed to test the research hypotheses using Warp PLS 7.0. The results have confirmed that employer branding is positively related to employee performance. This study investigates both the direct and indirect influence of employer branding throughout the five dimensions on employee performance. This study provided a set of important recommendations for managers of telecommunications companies, where the study recommends the use of the employer branding in its dimensions by providing suitable working conditions for employees and provide sufficient opportunities for training. provide flexible working hours. Treat employees in a fair and respectful, funding cultural events and participating in charity. Provide an appropriate salary, prepare health insurance programs, and provide financial and non-financial rewards and privileges.

Nowadays, the acceleration toward digital transformation changes both the way business is done and customers behavior; so hotels have to keep pace with this rapid evolution and seek to digital transformation by adopting the advanced information technologies. This research was conducted with the aim of examining the effect of digital transformation on customer satisfaction so the research focuses on the most prominent information technologies related to the guest-cycle stages. The problem of this paper is summarized in the absence of the related literature in this subject concerning to the Egyptian hotels, as well as the lack of hotel managers and employees' awareness of the optimal utilization of information technologies, in addition to the shortage of the implemented advanced ITs in hotels. So, a survey was applied on 400 respondents in four and five-star hotel guests in three Egyptian cities, Cairo, Sharm-Elshiekh and Hurghada, to investigate the impact of guest-cycle ITs on customer-satisfaction in order to determine which set of ITs in the guest-cycle stages can affect the customers satisfaction, as well as determine the differences between guests perceptions toward the study variables and the differences between their preferences toward using ITs according to their demographic features including; nationality, age and gender. The results revealed the importance of all guest-cycle ITs for customer satisfaction, as each of them has a significant effect on customer satisfaction. As well as, the guests' preferences toward using ITs differ only according to their nationality.