The Influence of Corporate Values on Employee Branding: A Qualitative Study

Abstract

The increasing research on corporate brand and corporate reputation shows that employees can relate to external stakeholders' delivery of corporate brand promises and to the organization's success. This article discusses the differential influence of core values that internally focused programs have on the employees of a company and its consequent effects on the organization's brand. The researcher conducted an in-depth review to determine the qualitative aspects of corporate values in the companies and the employees' perception of the values. Thematic analysis was conducted to analyze the present study's data sources, as it provided some consistency in the methodology while examining qualitative data. The results show that the core value of employee branding has the most significant impact on employees' attitudes and behavior in the workplace. The research reveals there is an ambiguity and unclear understanding about corporate and workplace cultures, and their value-interrelation. In addition, a study on the influence of the employer brand on potential employee identification considers the long-term effects.