Let's get certified ? A qualitative case study on an organizational culture certification and employer branding

Abstract: Purpose: The purpose of this study is to examine the meaning of an organizational culture certification. We are intending to create a deeper insight into the certification process, its outcomes and benefits in order to get an understanding of how the concept can be interpreted in a scientific manner. We further aim to challenge the current perspective of organizational culture certifications as a means of employer branding. In exploring its relation to employer branding, we are specifically interested in determining whether an organizational culture certification can be used as a tool for ‘culture washing’. Methodology: This research is a study of qualitative character that followed an interpretative and abductive research approach. The empirical data consists of a document study and twelve semi-structured interviews with employees and clients of the case organization. Theoretical perspective: Although there is limited research available specifically regarding the meaning of an organizational culture certification, the study relies on the theory of organizational culture and employer branding, with a particular emphasis on Backhaus and Tikoo's (2004) branding process. Additionally, the literature on other organizational certifications, such as environmental certifications, is utilized. Contribution: Our study’s results go in a different direction than previous literature on organizational culture certification and its functionality as a means of employer branding. We thus contribute to the research field of branding organizational culture by adding a new dimension that allows for employer branding efforts to be viewed as a means of ‘culture washing’.