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Vodafone says its work culture has been energised by the purchase of ihug and launch of a major attack on the Telecom fixed-line voice and internet market.
Vodafone's general manager of customer-based marketing, Shelley Watson, who has been working for the company for more than 10 years, said the culture was "firing on all cylinders".
She said it was important for workers to have energy and passion when confronting the enormous task of taking substantial market share from Telecom.
Vodafone tried to encourage this by putting in place a culture that was youthful, casual and fun.
"Every day you walk in and you act like you are making interesting decisions, like it is your own business," said Watson.
"Even though we are corporate in size, we are entrepreneurial in nature."
Vodafone's director of human relations, Neil Porteous, said new staff went on a two-day course to learn about the company and think about how their own values were aligned with Vodafone.
People wore what they wanted and were encouraged to be themselves, he said.
Former employees confirm this.
A 27-year-old now based in London, who did not wish to be named, said the company took an interest in career development.
"It is such a happy place to work, it is crazy, because there is always fun gadgets to play with and lovely surroundings, and a cup of coffee. They do take care of you."
Another London-based former staff member said he had found it hard to find a British company with the same sense of corporate responsibility.
The the 30-year-old said most of the staff identified with Vodafone values of being a challenger, which was critical as Telecom's competitor.
