Organizational Identity and Employer Image: Towards a Unifying Framework

16 Pages Posted: 1 Mar 2007

See all articles by Filip Lievens

Filip Lievens

Ghent University-Universiteit Gent - Department of Personnel Management, Work and Organizational Psychology

Greet Van Hoye

Ghent University-Universiteit Gent - Department of Personnel Management, Work and Organizational Psychology

Frederik Anseel

Ghent University-Universiteit Gent - Department of Personnel Management, Work and Organizational Psychology

Abstract

This study aims to bridge two research streams that have evolved relatively apart from each other, namely the research streams on organizational identity and on employer branding (employer image). In particular, we posit that it is crucial to examine which factors company outsiders (applicants) as well as company insiders (employees) associate with a given employer. To this end, this study uses the instrumental-symbolic framework to study factors relating to both employer image and organizational identity of the Belgian Army. Two samples are used: a sample of 258 Army applicants and a sample of 179 military employees. Results show that both instrumental and symbolic perceived image dimensions predict applicants' attraction to the Army. Conversely, symbolic perceived identity dimensions best predict employees' identification with the Army. Results further show that employees also attach importance to outsiders' assessment of the organization (construed external image). Theoretical and practical implications for managing organizational identity and image are discussed.

Suggested Citation

Lievens, Filip and Van Hoye, Greet and Anseel, Frederik, Organizational Identity and Employer Image: Towards a Unifying Framework. British Journal of Management, Vol. 18, No. S1, pp. S45-S59, March 2007. Available at SSRN: https://ssrn.com/abstract=966465 or http://dx.doi.org/10.1111/j.1467-8551.2007.00525.x

Filip Lievens (Contact Author)

Ghent University-Universiteit Gent - Department of Personnel Management, Work and Organizational Psychology ( email )

B-9000 Ghent
Belgium

Greet Van Hoye

Ghent University-Universiteit Gent - Department of Personnel Management, Work and Organizational Psychology ( email )

Ghent, B-9000
Belgium

Frederik Anseel

Ghent University-Universiteit Gent - Department of Personnel Management, Work and Organizational Psychology ( email )

Ghent
Belgium

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