Internal communication and employer branding within a humanistic model – a case study of IKEA (Spain, 2019–2021)

Abstract

Purpose: The study aims to establish that a humanistic model is a necessary context for efficient employer branding (EB) and to identify the characteristic features of a humanistic model in IKEA. Design/methodology/approach: This study included a review of the scientific literature and a narrative case study via semi-structured interviews with top management leaders and middle managers. Findings: The research demonstrates that the effectiveness of EB depends on the implementation of a humanistic model and that IKEA uses a business paradigm that involves EB through a humanistic management model. In addition, the pandemic has enhanced prosocial management and revealed the need for this model in companies. Through the analysis of the humanistic model used by IKEA, the authors provide an example of how other organizations and business leaders can develop communities and society not based on profit maximization. However, further research is needed to contrast the quantitative information provided by the company itself and by external sources. What is offered in this article is the starting point for future studies on this topic. Originality/value: This is one of the first studies on EB in the context of a humanistic model and the first to use IKEA as a paradigmatic example.