https://www.mdu.se/

Level: Bachelor thesis in Business Administration, 15 cr

Institution: School of Business, Society and Engineering, Mälardalen University

Authors: Mnar Al-Dahwi (030828)  Kelsey West (010910)  Simona Yitbarek (031118)                     

Title: Expectations vs. Experience: A Qualitative Case Study on Employer Branding Authenticity at IKEA

Supervisor: Emre Yildiz

Keywords: Employer branding, organizational culture, psychological contract theory, employer brand authenticity, employee perceptions

Research question: How does perceived employer brand authenticity shape employees’ psychological contract expectations?

Purpose: The purpose of this study is to explore employees’ perceptions of the alignment between IKEA’s employer branding and their lived experience of organizational culture. The study aims to understand how branding messages shape expectations, how those expectations are fulfilled or breached, and how this dynamic affects employees’ sense of trust and authenticity.

Method: This study adopts a qualitative case study approach, based on six semi-structured interviews with employees at IKEA. A thematic analysis was used to identify and interpret recurring patterns related to expectations, organizational experience, emotional responses, and perceptions of brand authenticity. The analysis was guided by Psychological Contract Theory and the concept of Employer Brand Authenticity.

Conclusion: The findings show that while IKEA’s employer branding generally aligns with employees’ experience, particularly in terms of interpersonal culture and shared values, localized inconsistencies, especially in leadership and communication, affect perceptions of authenticity. Employees often navigate these gaps by adjusting expectations or emotionally disengaging. When branding is consistently reinforced through leadership, recognition, and internal communication, it strengthens cultural trust and engagement. The study highlights the importance of treating employer branding as an ongoing cultural practice rather than a one-time recruitment tool.