INCLUSIVE LEADERSHIP AND
EMPLOYEE PERSONAL BRANDING AS
DRIVERS OF ORGANIZATIONAL
QUALITY IN CREATIVE INDUSTRIES:
AN EMPLOYER PERSPECTIVE
Agnieszka Walczak-Skałecka, Beata Zatwarnicka-Madura
Abstract: This study aimed to determine how a manager's attitude influences the likelihood of supporting employee personal brand (PB) development in the creative industries. Twelve semi-structured in-depth interviews were conducted with CEOs of creative industry organizations, and a hybrid coding approach was applied. Within the framework of narrative identity theory, personal branding plays a significant role in the creative industries by enhancing the value of ideas and projects and reinforcing the authentic image of creative professionals. The ability to develop a PB is highly dependent on the manager's attitude and leadership style. Psychological safety, fostered by employee involvement in decision-making and creative autonomy, is a key element of inclusive leadership that supports both creative potential and PB development. The results confirm the key role of managers in creating an organizational climate that fosters inclusivity. The study also reveals that barriers to PB development may arise not only from the manager's attitude but also from the employee's own stance.
Keywords: inclusive leadership, personal branding, creative industries, organizational performance, employer perspective
DOI: 10.24874/IJQR20.03-13
Recieved: 29.01.2026 Accepted: 14.07.2026 UDC:
Reads: 38 
