Shaping Corporate Culture - A qualitative case study investigating the consequences of an Employer Branding Certification on employees

Abstract

This thesis examines the effects of employer branding certification on employee perceptions and corporate culture within consultancy firms. It identifies employer branding as a crucial strategy in competitive job markets and explores how such certifications help align employee values with organisational goals. Utilising socio-ideological control, the study investigates how managerial practices subtly influence employee values to match the strategic aims of the organisation. The research, conducted through qualitative methods in two highly ranked medium-sized consultancy firms, reveals that employer branding certifications serve both as marketing tools and mechanisms of internal control. Findings indicate that these certifications enhance employee engagement, satisfaction and retention by integrating corporate values with personal identities. Additionally, the study explores the role of certifications in shaping management practices and fostering cultural alignment and employee engagement. The implications of these results include improved organisational cohesion, lower turnover rates and a sustained competitive edge, broadening the understanding of employer branding beyond mere recruitment to its impact on shaping organisational culture and employee perspectives.