The Search for Professional Identification - An interpretive case study examining identity work at a consulting firm.

Abstract: This thesis purpose is to examine what impact employer branding and organisational culture has on individual’s identity construction from a socially constructed view. We have used a qualitative research method based on an anti-positivistic epistemology and a socially constructed ontological perspective. We have conducted a case study at Quarter Consulting (a pseudonym for one of "The big 4" in the consulting industry). Empirical material was collected trough nine semi structured interviews as well as secondary data. The major finding is that Quarter Consulting’s employer branding and organisational culture seem to have a limited impact on employee’s self-identity construction.