Employer Branding - Bagsiden af medaljen - Kommunikationsforum
Employer Branding - Bagsiden af medaljen - Kommunikationsforum
Employer Branding - Bagsiden af medaljen - Kommunikationsforum
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Organizational identity<br />
I modsætning til corporate identity er organizational identity opstået indenfor<br />
organisationsstudierne, og Hatch og Schultz (2000) beskriver dette begreb<br />
således:<br />
43<br />
“In general, the concept of organizational identity refers to how<br />
organizational members perceive and understand “who we are”<br />
and/or “what we stand for” as an organization.”<br />
(Hatch & Schultz 2000: 15)<br />
Organizational identity bygger ofte på en version <strong>af</strong> “social identity theory”.<br />
Denne teori understreger, at social interaktion er den proces, hvori den<br />
individuelle identitetsdannelse foregår.<br />
Organizational identity er et forholdsvist nyt begreb. I 1985 definerede Albert<br />
og Whetten, som de første, begrebet som: ”…the organization’s central,<br />
distinctive and enduring aspects”.<br />
Albert og Whetten (Hatch & Schultz, 2000: 15) har opdelt forskere i<br />
henholdsvis dem, der interesserer sig for identity of an organization eller<br />
identification with an organization. Den sidstnævnte er særlig interessant for<br />
denne <strong>af</strong>handling, da den blandt andet omhandler det indbyrdes forhold<br />
mellem personlige og sociale aspekter <strong>af</strong> identitetskonstruktionen. For<br />
eksempel identificerede Dutton, Dukerich og Harquail begrebet identification<br />
with an organization som:<br />
”(…) the degree to which a member defines him- and herself by the<br />
same attributes that he or she believes define the organization.”<br />
(Hatch & Schultz, 2000: 15)