Working Towards a Sustainable Future: How Employee Identification with Sustainability leads to Employer Branding Challenges

Abstract: The purpose of this study is to contribute to the understanding of the interconnectedness of organisational identification and employer branding when strong employee identification with corporate social responsibility is prevalent. It is based on a single case study at a Swedish manufacturing company. An abductive research approach allowed us to mutually examine the empirical field and the theory in relation to each other. Ten semi-structured interviews were conducted following a purely qualitative research approach grounded in interpretivism. Our research contributes to the limited literature on the relationship between corporate social responsibility, organisational identification, and employer branding. By offering empirical evidence, we substantiate the importance of their interconnectedness and enhance the theoretical understanding by establishing an interdisciplinary framework.