Employees' perceptions of company values and objectives and employer‐employee relationships

Purpose – The purpose of this paper is to conceptualize a model indicating the impact of corporate identity management on managing relationships with employees in organizations. Design/methodology/approach – This is an analytical paper consisting of a literature study of relevant literature, and results based on a PhD study. Findings – A preliminary model is proposed indicating that non‐visual corporate identity elements, especially organizational values and objectives impact on employer‐employee relationships. Research limitations/implications – This is a theoretical paper and still needs to be empirically verified. Originality/value – This is a conceptual paper contributing to the body of knowledge regarding corporate identity and relationship management. More specifically it fills a niche referring to communication with internal stakeholders regarding corporate identity with the aim of relationship management.