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Corporate identity vs. corporate image in the eyes of

professionals: an interview-based study

Article in Scripta Neophilologica Posnaniensia · February 2019

DOI: 10.14746/snp.2018.18.11

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 Scripta eophilologica Posnaniensia. Tom XVIII, strony: 109–125
Wydział Neofilologii, Uniwersytet im. Adama Mickiewicza w Poznaniu, 2018
DOI 10.14746/snp.2018.18.11

CORPORATE IDE TITY VS. CORPORATE

IMAGE I THE EYES OF PROFESSIO ALS:
A I TERVIEW-BASED STUDY

EMILIA WĄSIKIEWICZ-FIRLEJ

Abstract. Contrary to subsequent studies focused on the construction of corporate identity, this article
aims to examine the stakeholder’s perception of corporate identity projected to the public through lan-
guage and visual manifestations on corporate “About us” pages. A qualitative, data-driven approach has
been taken in the study. The results, based on data collected from in-depth, semi-structured interviews
with twenty professionals, demonstrate the interviewees’ deep scepticism towards corporate narrations,
which are interpreted as persuasive and serving corporate ends. Thus, online projections of corporate
identities do always match actual images held by stakeholders. The interviewees have emerged as criti-
cal readers of corporate communications and active constructors of corporate image.

Key words: corporate identity, corporate image, corporate reputation, perception of corporate identity

1. Introduction

The present paper aims to identify professionals’ perceptions of corporate identi-

ty, projected by companies on their corporate “About us” pages. The lion’s share of
previous research has focused on investigating how companies present themselves to
their stakeholders in cyberspace, often ignoring the interpretation of cautiously pre-
pared self-praising narrations by the target audiences (see Wąsikiewicz-Firlej, 2017).
Thus, addressing a certain lacuna in subsequent research, the study discussed in this
paper takes the recipient’s perspective in order to illustrate the assumed discrepancy
between corporate identity and corporate image. The recipient is viewed as a critical
reader of corporate narrations, who actively participates in the process of meaning-
making and co-constructs corporate image. Moreover, following the assumption that
110 Emilia Wąsikiewicz-Firlej

all types of discourse are “inherently ideological” (Garzone and Sarangi, 2007: 20),
the current paper explores the ideological underpinning of specialised discourse,
narrowed to corporate discourse of company “About us” pages, and challenges its
presumed objectivity, neutrality, impersonality and non-involvement (cf. Gotti,
2003: 33-37). In the context of the undertaken study, the ideological underpinning of
corporate discourse is narrowed to the declared corporate values and corporate sus-
tainability.

2. The definitional landscape

The key notions discussed in the present paper, i.e. corporate identity, image
and reputation, are often used interchangeably and inconsistently across disciplines
(Barnett et al., 2006; Gilpin, 2010; Brown et al., 2006; Gotsi and Wilson, 2001). For
this reason, it seems well-substantiated to sketch a definitional landscape for further
discussion.
First and foremost, the notion of corporate identity should be contrasted with
a seemingly similar term of organisational identity. Following Hatch and Schultz
(2000: 12), corporate identity, addressing the phenomenological question of “Who
we are as an organization”, is of marketing provenience, while organisational identi-
ty has arisen from organisational studies. In this respect, corporate identity primarily
concerns a company’s self-expression and distinguishing it from rival organisations
as well as its presentation to internal and external stakeholders, in contrast to organi-
sational identity mainly related to the perception and interpretation of a given organ-
isation by its members (Hatch and Schultz, 2000: 12-15).
The distinction between the notions of organisational identity and corporate
identity on the basis of their provenience, originating, respectively, in organisational
and marketing literature, has been clearly illustrated in Hatch and Schultz’s (1997)
definitions cited below:
Organizational identity refers broadly to what members perceive, feel and think about
their organizations. It is assumed to be a collective, commonly-shared understanding of
the organization’s distinctive values and characteristics.
Corporate identity differs from organizational identity in the degree to which it is con-
ceptualized as a function of leadership and by its focus on the visual (Abratt, 1989; Bal-
mer, 1995; Olins, 1989). Although both concepts build on an idea of what the organiza-
tion is (Balmer, 1995: 2), strong links with company vision and strategy (e.g. Abratt,
1989; Dowling, 1993) emphasize the explicit role of top management in the formulation
of corporate identity. (Hatch and Schultz, 1997: 357)

Moreover, organisational identity is considered unmediated and direct, in con-

trast to corporate identity which is often mediated (Hatch and Schultz, 2000: 19).
 Corporate identity vs. corporate image in the eyes of professionals: an interview-based study 111

The mediated channels include television, the press, video and the Internet and they
are typically used to communicate with external stakeholders. Organisational com-
munication is experienced in everyday interactions and behaviour of organisational
members – most often employees (cf. Wąsikiewicz-Firlej, 2017: 80-82).
A clear distinction should be also made between two often confused terms, i.e.
corporate identity and corporate image. Wood (2004) defines these two terms
from the communicological perspective, positioning them at two different ends of
the process of communication. Namely, corporate identity is what an organisation –
a source of communication – communicates about itself, either intentionally or unin-
tentionally, via different communication channels. Corporate identity stands for the
expression of what a company is, how it works and what makes it unique and differ-
ent from other organisations (Balmer and Gray, 2003; Chun, 2005). Corporate im-
age, on the other hand, stands for the perception of this identity on the part of the
receiver – the public who interprets “an identity in a wider context with broader
frames of reference” (Wood, 2004: 96).
Apparently, the self-perception of companies, articulated in corporate identity,
and their real perceptions by the public do not always match. Yet, despite the fact
that companies are incapable of determining their image directly, a number of schol-
ars (e.g. Cornelissen et al., 2007; Melewar et al., 2005) position corporate identity as
a starting point in the process of image formation by the public. Corporate identity
is projected with “all forms of communication” (Cornelissen, 2008: 11), by means of
a variety of verbal and visual cues (Marwick and Fill, 1997; van Riel and Fombrun,
2007; Hatch and Schultz, 2000). Consequently, companies are nowadays expected to
present “well-crafted identities” to their stakeholders (Christensen and Cheney,
2000: 246) and mark their presence online (Cheney et al., 2004: 356-357; Boardman
2005: 21). In fact, Cheney et al. (2004: 107) point to the growing involvement of
companies in addressing “the question of who they ‘are’ and how their different
audiences perceive them”.
This reflection of meticulously crafted corporate identity, created in the minds of
the public, based on their impressions and experiences, stands for corporate image
(Vos and Schoemaker, 2006: 53-57; Gray and Balmer, 1998: 696-699; Bernstein,
1985: 25). In other words, companies might pursuit a desired image by selecting
certain cues concerning their identity, embedded in their communications, but cor-
porate image is finally formed by the receiver not the transmitter. Thus, the relation
between corporate identity and image might be best summarised by Bernstein’s
(1985: 25) words: “identity provides the information from which the receiver gauges
the personality of the transmitter”. Additionally, Bernstein’s (1985: 13) statement
that “image is determined by performance” suggests that the overall perception of an
organisation is not only based on the projection of desired identity in corporate
communication but also concerns all aspects of corporate activity, which in turn
affect both corporate image and reputation.
112 Emilia Wąsikiewicz-Firlej

The notions of corporate reputation and corporate image are closely related
and, due to their seeming similarity, often confused. They are both the receiver’s
rather than the transmitter’s projections. Image is seen as a fleeting, instant impres-
sion whereas reputation is defined as a more permanent and stable assessment con-
structed over time on the basis of a company’s past and future performance
(cf. Wąsikiewicz-Firlej, 2017: 89-90). According to Carroll (2013: 4), corporate
reputation is “a widely circulated, oft-repeated message of minimal variation about
an organisation revealing something about an organization’s nature” (ibidem).
Moreover, Wilkins and Huisman (2014: 2225) view corporate image as an indivi-
dual’s instant impression of an organization, in contrast to corporate reputation,
which emerges from stakeholders’ consistent corporate images, maintained over
time on the basis of prior experiences. Corporate image appears less stable and more
prone to potential changes.
Wood and Somerville (2016) point to the evaluative character of reputation and
its historical dimension as well as its durability and consistency compared to image.
Moreover, positive corporate reputation has a more tangible dimension, which trans-
lates into profits for the company. As Fombrun (1996: 81) explains:
Corporate reputations have bottom line effects. A good reputation enhances profitability
because it attracts customers to the company’s products, investors to its securities, and
employees to its jobs. In turn, esteem inflates the price at which a public company’s se-
curities trade. The economic value of a corporate reputation can therefore be gauged by
the excess market value of its securities.

Except for tangible monetary gains, the congruity of projected corporate identity
and reputation is essential for the company’s existence since any possible loss of
corporate reputation might negatively affect stakeholders’ (e.g. shareholders, inves-
tors, consumers, employees, job candidates, etc.) decisions concerning their invest-
ments, careers or consumer choices, posing potential risks to the company’s future
(Melewar, 2003: 195). In fact, a number of scholars point to the importance of
“alignment” or “transparency” at multiple levels for an organisation’s development
and well-being (e.g. Balmer and Greyser, 2002; Fombrun and Rindova, 2000;
Simoes, Dibb and Fisk, 2005). Following the definition of Fombrun and Rindova
(2000: 94), transparency is “a state in which the internal identity of the firm reflects
positively the expectations of key stakeholders and the beliefs of these stakeholders
about the firm reflect accurately the internally held identity”. As evidenced by
research, successful functioning of an organisation is to a large extent regulated by
the fine-tuning of all aspects of identity, namely, organisational identity expressed
by the management, corporate identity and corporate reputation. The disintegration
of these three elements negatively affects or even denigrates an organisation, since it
decreases both the employees’ commitment and customers’ satisfaction (Cornelissen
et al., 2007; Hatch and Schultz, 2001, 2002).
 Corporate identity vs. corporate image in the eyes of professionals: an interview-based study 113

It might be concluded that organisations are not the sole architects of their image
as the very context of the reception, interpretation and understanding of their com-
munications is in the hands, or rather minds, of their stakeholders. Nevertheless,
a clearly constructed and effectively managed corporate identity might significantly
contribute to a positive perception of an organisation while “a failure to control
communications results in a confused image” (Ind, 1990: 21). Thus, specifying con-
gruent corporate identity and communicating it effectively are the first steps to
ensure the congruence between corporate projections and stakeholders’ perceptions.

3. The projection of corporate identity on corporate websites

Nowadays, the most important tools applied in corporate impression manage-

ment are company websites, which might be interpreted as “‘public representations’
that, in a more or less faithful way, resemble the thoughts or assumptions that the
author intends to manifest” (Yus, 2011: 47). Corporate websites originated in the
mid 1990s when they became “multimedia manifestations for corporate communica-
tion” (Goodman, 1998: 1-2). Over the next decades, corporate websites have practi-
cally replaced traditional printed materials formerly used in public relations practice,
such as brochures or leaflets. As far as their content is concerned, the text is mostly
expository since it provides information about the company and its products or ser-
vices and publicises advertisements (Shepherd and Watters, 1998). Acting as the
most “upfront”, visible and accessible representatives of the company in cyberspace,
corporate websites play the role similar to the shop window in the real world, which
attracts the attention of potential customers and enables them to form their first, but
often lasting, impressions (Wąsikiewicz-Firlej, 2017: 135). Importantly, this contact
is direct, unmediated by the press or television, as in the case of advertising (Breeze,
2013: 148). Yet, the visual attractiveness of the website as well as its content, layout
and navigation shape the user’s general impressions of the company, as evidenced in
a number of studies (e.g. Pollach, 2005; Heinze and Qu, 2006; Winter et al., 2003;
van der Heijden and Verhagen, 2004).
As suggested by van Duyne et al. (2007: 392), visitors to corporate websites are
motivated by the following three questions: who the company is, what it does and
whether it should be trusted. The answers to these questions might be easily found
on the “About us” page that provides assorted information on the company that is
tailored to their stakeholder’s needs and interests. In other words, the section tells
a corporate story that might be categorised as:

[a] comprehensive narrative about the whole organisation, its origins, its vision, its mis-
sion. However, the emotionally formulated core story is much more than just a vision or
mission statement. By incorporating elements such as competencies, fundamental beliefs
114 Emilia Wąsikiewicz-Firlej

and values, it mirrors something deep within the organisation and provides a simple yet
effective framework guiding the organisation in all its actions. (Larsen, 2000: 197)

In fact, the “About us” page, which plays the role analogous to that of printed
company brochures, seems to be the most relevant for corporate identity research.
Available on most corporate websites, it aims to present the company to the general
public, provides potential clients with some practical information and enables them
to become familiarised with the company in a more personal way (Lam, 2009). For
this reason, this section is viewed as a tool to build trust and loyalty towards the
company and distinguish it from competitors (Tan, 2013).
A valuable contribution to the study of “About us” pages has been provided by
Breeze (2013) who has scrutinised the FTSE top-100 companies. Despite certain
differences across industries, these pages contain a number of common themes,
including a company history, current developments, mission statements, senior staff
profile or references to social responsibility issues. As far as their discursive features
are concerned, these sections often use numerical data, usually presented in a visual-
ly attractive form, in order to build a positive self-image. Another frequently applied
method to strengthen positive auto-presentations involves references to external
sources, such as rankings or awards that legitimise a company’s high self-evaluation.
Additionally, in order to authenticate the external validation, hyperlinks to adequate
sources are provided.
As Breeze (2013: 156) further holds, certain aspects of “About us” pages might
be categorised as dialogic because they are intended to deflect any potential criti-
cism and play a legitimising function. For example, in 2012 – a year of global crisis
– companies tended to use economic discourse by making references to efficiency,
profitability, investments in order to validate their economic performance. Yet, an-
other visible concern involves social and environmental issues grouped under the
umbrella term “sustainability” that dominate not only in “About us” pages, but
might also be exposed in separate sizeable sections. In fact, “sustainability” has
become the keyword in corporate discourse on the web that has to a large extent
forced out “corporate social responsibility”.
As far as the layout of “About us” pages is concerned, it might take the form of
a single text presenting the company (Casań-Pitarch, 2015: 71) or be organised into
separate sections under different headings. For example, Lam (2009) proposes ten
sections, dubbed “moves”, which might be contained in “About us” pages: organisa-
tional profile, contact information, disclaimers and legal information, customers and
partners, employment opportunities, public relations, the annual report and investor
relations, community involvement, FAQs (frequently asked questions) and site
credits. The list proposed by Lam (2009) is dictated by the specific needs of a par-
ticular company.
For example, based on his genre analysis of “About us” pages of 64 banks,
Casań-Pitarch (2015) found out that not all ten moves were always present in the
 Corporate identity vs. corporate image in the eyes of professionals: an interview-based study 115

corpus under study. To the best of my knowledge, Casań-Pitarch (2015) was the first
to categorise the “About us” page as a separate genre. The scholar has dubbed the
subsequent sections of the genre “moves”, referring to the terminology proposed by
Bhatia (1993; 1995; 1997; 2004). Moves are further composed of steps, which might
be either obligatory (those identified in more than 50% of the analysed pages or
optional – present in 30% to 49.99% of the analysed pages). Obligatory moves em-
brace, respectively, the following sections: “Presentation”, “History”, “Corporate
Governance”, “Board of Directors and Managers”, “Community Involvement”,
“Contact”, “Locations”, “Social Networks, “News”, “Investors Relations”. Optional
moves include “Group Members”, “Sponsorship”, “Awards”, “Products and Ser-
vices”, “Suppliers”, “Social Networks”. This list is by no means exhaustive, since
the final form and content of the “About us” genre depends on specific needs of
a given company. Similar results have been obtained in the analysis of corporate
“About us” pages of 132 companies conducted by Wąsikiewicz-Firlej (2017: 233),
which has shown that the headings of particular moves overlap with those specified
by Lam (2009) and Casań-Pitarch (2015), yet their distribution and frequency is
slightly different.
In sum, creating a visually and verbally attractive as well as a user-friendly cor-
porate website, which projects effectively consistent corporate identity, appears to
be one of the major challenges for PR executives. Acting as companies’ front doors,
corporate websites play a significant role in forming first impressions by the visitors
and contribute substantially to the overall corporate image. The next section will,
however, attempt to look behind the neatly constructed corporate facades and point
to the ideological aspects of corporate identity discourse.

4. Ideological aspects of corporate identity discourse

The most reknown CDA scholars, namely Fairclough, van Dijk and Wodak,
argue that discourse cannot be classified as either “ideological” or “non-ideological”
since ideology underlies all types of discourse (cf. Wąsikiewicz-Firlej, 2017: 174).
The potential ideological orientation of discourse is also advanced by Lemke (1995)
and Hodge and Kress (1993). What might, however, differ particular discourses is
the degree of ideological manifestations (cf. Garzone and Sarangi, 2007: 18).
Accordingly, accepting the inherently ideological nature of the notions of discourse
and language challenges the idea of neutrality of communication (Garzone and Sa-
rangi, 2007: 20).
Following the assumption that all types of discourse are inherently ideological
should naturally lead to the conclusion that discourse narrowed to professional do-
mains, referred to herein as specialised discourse, is also underpinned by a certain
ideology or ideologies. Yet, such an assumption does, in fact, oppose the common
116 Emilia Wąsikiewicz-Firlej

presumption concerning the objectivity, neutrality, impersonality and non-

involvement signalled by Gotti (2003: 33-37). For the sake of clarification, it must
be mentioned that the notion of specialised discourse has been adapted from Gotti
(2003: 24) who defines it as “the specialized use of language in contexts that are
typical of a specialized community stretching across the academic, the professional,
the technical and the occupational areas of knowledge and practice”. However, an-
other competitive term, i.e. “professional discourse” is widely used by some scholars
(e.g. Gunnarson, 2009; Kong, 2014) in reference to the use of discourse in broadly
understood “professional domains”. Such areas embrace a wide array of professional
domains related to medicine, law, academia, science and social welfare that are
characterised by “a unique set of cognitive needs, social conditions and relationships
with society at large” (Gunnarson, 2009: 5). Kong (2014: 2), however, points to the
fact that the notion of professional discourse is also used in a narrow sense, when
applied to legal and medical contexts. In the present paper the term “specialized
discourse” is used in a sense similar to that of “professional discourse”, understood
as any use of language in broad professional contexts, including communication
between laymen and professionals (cf. Wąsikiewicz-Firlej, 2017: 174).
At the lexical level, such discourse is characterised by monoreferentiality, lack
of emotion, precision, transparency, conciseness, and conservatism (Gotti, 2008:
33-41). As far as the syntactic options are concerned, it involves the frequent use of
the passive voice, depersonalisation, omission of phrasal elements, expressive con-
ciseness, premodification, nominalisation, lexical density, complex and lengthy
sentences (Gotti, 2008: 67-101).
Garzone and Sarangi (2007: 23) observe, however, that in recent years linguistic
research has revealed that these linguistic choices are also accompanied by a range
of more sophisticated covert or less frequent overt strategies intended to modify the
author’s commitment, control the audience’s reaction and identify the author’s atti-
tude towards the content of their own discourse. Thus, the scholars (ibidem) point to
specific ideological dimensions of specialised discourse, which reflect values and
norms shared or rejected by a particular group in society or a wider cultural circle
into discourse (cf. Wasikiewicz-Firlej, 2017: 174).
As far as ideological underpinning of corporate identity discourse is concerned,
the major discernible trend might be deemed “greening of corporations”, which “has
reached near surreal lengths” (Alexander, 2009: 67). This shift is particularly visible
in the over-lexicalisation of corporate discourse with environmental terms, dubbed
by Fill (1998: 12) “surface ecologization” of discourse. Accordingly, as evidenced in
the study of a nearly two million word corpus of corporate identity discourse
(Wąsikiewicz-Firlej, 2017), the current keywords in corporate discourse are “envi-
ronmental”, “sustainability”, “diversity”, “communities”, “commitment”, “environ-
ment”, “sustainable” or “ethics”. Superficially, corporate discourse and its underly-
ing ideology promote sustainable development and silence neoliberal agenda.
 Corporate identity vs. corporate image in the eyes of professionals: an interview-based study 117

The newly-emerged corporate social and environmental commitment might be inter-

preted as an attempt to win social support and legitimisation, necessary to attain real,
yet often obscured, corporate aims which include profit-making and capital accumu-
lation. For this reason, confronting corporate auto-narrations with stakeholders’
perceptions seems to be well-substantiated to understand the dynamics of corporate
image formation.

5. Research design

In the present study, I will examine how corporate identity, projected through
language and visual manifestations on corporate “About us” pages, is perceived by
professionals, acting both as external and internal stakeholders. The majority of
subsequent studies have focused on analysing how companies project themselves to
their audiences rather than how they are perceived by their stakeholders (see
Wąsikiewicz-Firlej, 2017). In order to bridge this gap in research, the present study
takes the recipient’s perspective. It has been assumed that the recipient is a critical
reader who actively participates in the process of meaning-making and in the context
of the undertaken research co-constructs corporate image.
The study aims to:
1) specify general trends in the use of corporate websites (narrowed to “About
us” pages) by professionals;
2) identify the recipient’s perception of corporate identity, as projected online on
corporate “About us” pages, in reference to its credibility and ideological un-
derpinning, with a special focus on values and corporate sustainability.
The study is of an exploratory character and has been designed to provide some
preliminary insights for the construction of a research instrument for further analy-
sis. A qualitative, data-driven approach has been taken in the study. The data has
been obtained from in-depth, semi-structured interviews, conducted individually
with each participant in their workplace. In order to ensure the replicability of the
study, the interviewer (the author of the current paper) has asked the main questions
contained in the interview outline as well as numerous follow-up and probing ques-
tions. The data collection process started in October 2015 and it is still ongoing since
the sample has not been saturated. The following study analyses the data from twen-
ty interviews conducted in the period of 1.10. 2015-31.12.2017. Each interview
lasted c. 30-60 minutes and was audio-recorded and thematically analysed. The most
illustrative excerpts were transcribed using the transcription conventions developed
by Boje (1991).
20 professionals holding managerial positions in international companies have
taken part in the study (12 females and 8 males). The identities of the participants
and the companies they represent remain anonymous. The respondents have been
118 Emilia Wąsikiewicz-Firlej

coded as ‘R’ and assigned a number from 1 to 20. Table 1 specifies the areas of
respondents’ professional activity in the companies they were working for at the
time of being interviewed.

Table 1. The areas of respondents’ professional activity

Professional area Respondents

Sales R3, R4, R14, R16
Marketing/public relations R5, R9, R15, R18, R19
Quality control R1, R10
Production R11, R12, R20
Finance and accounting R6, R7, R8, R17
Transport and logistics R2, R13

The interviews were conducted in English as a part of in-company courses in

business English. All participants held a Master’s degree and their level of English
ranged from B2 to C1 according to CEFR.

6. Results and discussion

The current analysis takes the bird’s perspective and focuses on the general
trends that have emerged from the data, providing some preliminary reflections on
the perception of corporate identity projected on corporate websites.

6.1 Corporate websites: patterns of use and perceived credibility

All respondents have declared to visit corporate websites occasionally. However,

only 8 were able to specify the last website they actually visited. The extract below
presents a typical response:

Extract 1.
I: Do you ever visit corporate websites?
R4: Yes, of course.
I: When did you last visit a corporate website?
R4: Erm... Actually, I don’t know... OK. I think I hardly ever visit them, really...

When asked about the motivation to visit corporate websites, the respondents
primarily mentioned professional reasons, which included finding some practical
information, such as checking the client’s contact data or profile of their activity,
 Corporate identity vs. corporate image in the eyes of professionals: an interview-based study 119

tracking competitors’ line of products, updating news on their activity or browsing

job-offers. Marketing and PR managers also frequented their competitors’ or top
companies’ websites in order to track their design and identify the dominating trends
in the industry. According to one of the respondents (R15): “(...) it is some kind of
voyeurism. We must know what everyone is up to. (...) we simply imitate the best
and follow the latest trends”. Only 8 respondents were able to recall a case of visit-
ing a corporate webpage for private use, which was usually motivated by the need of
acquiring additional information about a product they intended to buy.
The frequency of visiting the websites of the companies the respondents worked
for was even lower. The majority of the study participants (80%) treated the corpo-
rate website as a source of information about the company for external rather than
internal stakeholders. Employees as internal stakeholders were typically informed
about the latest corporate developments by means of the intranet, newsletters or
communicators with restricted external access. More than half of the respondents
pointed to the importance of social media in corporate communication and consid-
ered the traditional website a rather static and obsolete tool. The use of corporate
websites for private use was reported to be very low.
When asked about the content and structure of “About us” pages of corporate
websites, the respondents were able to identify from 3 to 6 of their moves (mission,
values, history, awards, profile, products). Yet, the “identity” pages were, in fact,
hardly ever consulted by the interviewees and treated as a conventionalised PR
genre. As one of the participants expressed it, “they must be present due to certain
expectations and conventions but nobody really believes them or reads their content”
(R9). The interviewed professionals considered them as an obligatory element of
corporate communication, the presence of which is taken for granted but practically
ignored. The respondents maintained that “About us” sections should, by definition,
extol the company and present it in a positive light. As regards the form and content
of identity pages, the adherence to widely used conventions rather than originality is
expected. The interviewees remained highly sceptical of the truthfulness and credi-
bility of corporate declarations, yet they would not negate or challenge them openly.
As one of the respondents (R15) expressed it: “it’s all about our commitment, excel-
lence, competitive advantage and that kind of stuff... gibberish... nobody takes it
seriously (...) it is more or less the same for all companies”.
The rare circumstance attracting the respondents to become familiarised with
corporate website identity sections was a job interview, which required obtaining
information about a potential employer. Most respondents considered it as obligato-
ry “homework” that should be done before a job interview, demonstrating the candi-
date’s minimal effort and involvement in the recruitment process as well as a vested
interest in the company. A successful candidate should be well informed about the
company’s issues and the corporate website seems the most obvious source of such
information. “About us” pages were perceived by the majority of respondents (55%)
120 Emilia Wąsikiewicz-Firlej

as part of an employer branding strategy – especially the subsections targeting

employees or job candidates, i.e. “Our employees” or “Careers”. Nevertheless, the
respondents remained highly sceptical of self-praising contents and self-positioning
of the companies as ideal employers, offering competitive earnings and benefits as
well as infinite opportunities for professional development. When confronted with
the contents of their employers’ websites (“Careers” subsections), all respondents
admitted that corporate declarations are a far cry from reality. Some of the com-
ments were, in fact, bitter or sarcastic, as exemplified in the following extracts:
Extract 2.
R14: Are you sure this is ***** [the name of the company] website? Oh, I didn’t know I
was working for such a great company.” [laughter]
Extract 3.
R12: (...) blah, blah, blah... you can write whatever you want. (…) I must show it to my
boss.
Extract 4.
R20: No comment, please. I still want to work here, anyway” [laughter]

The respondents concluded that corporate narrations are part of a meticulously

designed employer branding strategy and should not be treated as reliable sources of
information about the company. As job-seekers the respondents take into considera-
tion the overall reputation of the company, built over the years, and rely on external
sources such as the media, the company’s present of former employees, real earn-
ings, and information provided by third parties rather than the company itself.

6.2 Consumer decisions

Similar strategies are followed while taking consumer decisions. The respond-
ents hardly ever consult corporate “About us” pages before purchasing any product
or service, since they find their content unreliable, promotional and persuasive.
Several respondents (5) pointed to the fact that the information about their products
provided by corporations tends to be superficial and untrustworthy. The extracts
below illustrate general trends that have emerged from the data:
Extract 5.
R17: “The companies create the content of the websites by themselves, so you can’t trust
their description of the products”.
Extract 6.
R14: These pages are persuasive just like advertising but the strategies used here are
more subtle (...) [they] pretend to be objective (...) language is less emotional. They
simply present the company from the best perspective”.
 Corporate identity vs. corporate image in the eyes of professionals: an interview-based study 121

In sum, similarly to job-seekers, consumers value third party opinions about

products or services and avoid consulting corporate websites or any other company
publications. Instead, their preferable sources of information about the company
include internet forums, social media or networks of informal contacts. Product
descriptions published by companies are interpreted as camouflaged advertising
rather than reliable product specifications.

6.3 Ideological underpinning

As concerns the identification with corporate values, the vast majority of re-
spondents (85%) were unable to specify exactly even the core values fostered by
their employers in “About us” sections. In a similar vein, the respondents failed to
paraphrase or render the gist of the mission statement of their companies. As one of
them expressed it (R6): “they [mission statements] are all the same (...) they are all
about ‘pursuit of excellence’ or ‘top quality of our products or services’ (...) who
takes them seriously?”. Most respondents admitted that the rare occasions of getting
familiarised with the content of corporate “About us” pages pertained to prepara-
tions for the job interview or corporate new employee welcoming and onboarding
programmes. Companies’ ethical orientations do not seem to guide the respondents’
consumer decisions but they might, to a certain extent, influence their employment
decision, as maintained by one third of the respondents.
A similar attitude is taken towards corporate sustainability, considered to be part
of corporate communication strategy imposed by the public opinion rather than an
expression of true involvement in and dedication to green issues. In fact, almost half
of the respondents perceived corporate sustainability as “greenwashing” or “PR
strategy”, aimed to meet corporate goals. The “greening” of companies is seen as an
effective way of profit making since “green products sell better” (R5). The vast ma-
jority of respondents (70%) considered both ethical and ecological appeals rather
unimportant while taking consumer decisions, guided mostly by product price and
quality. As suggested by three marketing and PR managers, eco-themes were less
popular in Poland due to the immaturity of the Polish market and the dominating
role of pricing policy, motivating primarily purchasing decisions. Nevertheless, one
third of the respondents pointed to some positive aspects of corporate sustainability,
contributing to greater social awareness of ecological issues and “absolving corpo-
rate sins”, as expressed by one of the respondents (R14).
Despite the fact that the self-referential website content did not seem to motivate
consumer choices that were informed by external sources and private recommenda-
tions, one third of the participants revealed that a company’s ethical and ecological
orientation played a certain role in accepting it as a potential employer. In other
words, corporate identity, at least at the declarative level, did not seem to exert any
122 Emilia Wąsikiewicz-Firlej

significant influence on consumer choices but did resonate with personal identities
and value systems. This study has delineated directions for further research that will
bend towards the perception of organisational identities and, hopefully, pave the way
to its pedagogical applications aimed at developing critical language awareness,
especially towards persuasive specialised discourse.

7. Conclusions

The findings of the study based on in-depth, semi-structured interviews with se-
lected participants from Poland, indicate scepticism and reservation of consumers
towards corporate narrations treated as “corporate talk” or “PR wind-up” aimed at
creating a particular, overwhelmingly positive image, and challenge the deeply-
engrained myth concerning the neutrality of specialised discourse. Corporate web-
sites were, in fact, seldom consulted by the interviewees and their content was per-
ceived as conventionalised, persuasive and self- serving. Notably, even seemingly
neutral contents, such as product or career descriptions, were found unreliable and
interpreted as camouflaged advertising or employer-branding. Moreover, the newly-
emerged corporate environmentalism, is approached with a dose of sound criticism
rather than enthusiasm. The interviewees interpreted corporate engagement in sus-
tainability issues as a part of corporate communication enforced by the binding regu-
lations or simply as a strategy to win customers’ support. The study has shown that
despite the efforts of corporations to position themselves as leaders of sustainability,
the interpretation of their messages by target audiences does not really meet corpo-
rate intentions. Thus, it might be concluded that projections of corporate identities
do not always resonate with corporate images. The interviewees have turned out to
be critical readers of corporate narrations, sensitive to their ideological underpin-
ning, and active constructors of corporate image, who do not rely on the statements
contained in corporate communications but verify their truthfulness by consulting
other sources of information and third party opinions.

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