Aligning values for engagement: how cultural fit shapes employee advocacy

Purpose This study examines how specific organizational culture archetypes shape employee advocacy, as measured by the Employee Net Promoter Score (eNPS), through the mediating role of cultural fit. Addressing gaps in existing research, this paper proposes a values-driven approach for diagnosing cultural alignment using the Cultural Fit Assessment Method (CFAM®), which extends the traditional Competing Values Framework by incorporating Digital and environmental, social, and governance (ESG) culture archetypes. Design/methodology/approach A quantitative research design was applied using data collected from 882 employees working in Spanish and Ibero-American firms. The study employed partial least squares structural equation modeling (PLS-SEM) and importance–performance map analysis (IPMA) to examine the effects of six organizational culture archetypes (People, Innovation, Goals, Norms, Digital, and ESG) on cultural fit and eNPS. Findings The results reveal that Organic Culture Archetypes (People, Goals and Innovation) positively influence cultural fit and thereby enhance employee advocacy. Conversely, Mechanistic Culture Archetypes (Norms, Digital, and ESG) negatively impact cultural fit, potentially diminishing eNPS. Cultural fit was found to fully mediate the relationship between organizational culture and employee advocacy, emphasizing the importance of value alignment in fostering internal engagement. Originality/value This paper contributes to the literature by introducing a multidimensional scalable methodology for cultural fit assessment that enriches Person–Organization Fit theory with a contemporary, values-based framework. The study offers actionable insights for organizations aiming to improve engagement and advocacy through culture management.