Employer Branding Beyond Strategy: Informal Employer Branding Evidence From a B2B Port Environment. A Case Study Of Terminal Rinfuse Venezia

Employer branding is traditionally associated with formal strategies developed through collaboration between marketing and human resource management functions. Existing literature generally assumes structured processes aligning the employer value proposition with employee experience and external brand positioning. However, little is known about how employer branding emerges in complex business-to-business (B2B) environments where dedicated marketing and HR structures are limited or absent. This thesis investigates informal employer branding through a case study of Terminal Rinfuse Venezia (TRV), a bulk cargo terminal in the Port of Venice and part of the Euroports Group, examining whether employer branding can emerge organically without formal initiatives. Drawing on employer branding and B2B marketing literature, the study adopts a predominantly qualitative case study approach supported by survey data. Through organisational analysis, workplace observations, interviews, and employee surveys, it explores how everyday practices and relationships shape employer brand perceptions. The findings show that positive employer brand outcomes can emerge without a formal strategy. Key drivers include learning opportunities, cross-functional collaboration, low power distance, strong interpersonal relationships, local organisational identity, and a culture based on trust, safety, work-life balance, and satisfaction with employment conditions, contributing to employee engagement, organisational attachment, and positive employer perceptions. The study proposes the concept of informal employer branding and demonstrates its relevance in specialised B2B environments, offering managerial implications and a preliminary framework for strengthening employer branding through organisational practices.