3-Step Model
Identity and Image Running head: IDENTITY AND IMAGE
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Organisational Identity and Employer Image: Towards a Unifying Framework
Filip Lievens, Greet Van Hoye, and Frederik Anseel Ghent University, Belgium
In press British Journal of Management
We would like to acknowledge Bert Schreurs, Lieselot Boone, and Kristof Cazaerck for their help in collecting the data. The views, opinions, and findings contained in this paper are solely those of the authors and should not be construed as an official Belgian Defense position, policy, or decision, unless so designated by other documentation. Address of correspondence: Filip Lievens, Department of Personnel Management and Work and Organizational Psychology, Ghent University, Henri Dunantlaan 2, 9000 Ghent, Belgium. Phone: +32 9 264 64 53; Fax: +32 9 264 64 94; E-mail: filip.lievens@ugent.be.
Identity and Image
2
Organisational Identity and Employer Image: Towards a Unifying Framework
Summary This study aims to bridge two research streams that have evolved relatively apart from each other, namely the research streams on organisational 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 organisational 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 organisation (construed external image). Theoretical and practical implications for
1
Organisational Identity and Employer Image: Towards a Unifying Framework
Filip Lievens, Greet Van Hoye, and Frederik Anseel Ghent University, Belgium
In press British Journal of Management
We would like to acknowledge Bert Schreurs, Lieselot Boone, and Kristof Cazaerck for their help in collecting the data. The views, opinions, and findings contained in this paper are solely those of the authors and should not be construed as an official Belgian Defense position, policy, or decision, unless so designated by other documentation. Address of correspondence: Filip Lievens, Department of Personnel Management and Work and Organizational Psychology, Ghent University, Henri Dunantlaan 2, 9000 Ghent, Belgium. Phone: +32 9 264 64 53; Fax: +32 9 264 64 94; E-mail: filip.lievens@ugent.be.
Identity and Image
2
Organisational Identity and Employer Image: Towards a Unifying Framework
Summary This study aims to bridge two research streams that have evolved relatively apart from each other, namely the research streams on organisational 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 organisational 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 organisation (construed external image). Theoretical and practical implications for
References: Aaker, J. L. (1997). ‘Dimensions of brand personality’, Journal of Marketing Research, 34, pp. 347-356. Identity and Image Highhouse, S., F. Lievens and E. F. Sinar (2003). ‘Measuring attraction to organisations’, Educational and Psychological Measurement, 63, pp. 986-101. Identity and Image Riketta, M. (2005). ‘Organisational identification: A meta-analysis’, Journal of Vocational Behavior, 66, pp. 358-384.