Organizational Identity and Employer Image: Towards a Unifying Framework^*

TLDR

The study seeks to integrate organizational identity and employer branding research by examining which factors applicants and employees associate with the Belgian Army. Using an instrumental–symbolic framework, the authors surveyed 258 Army applicants and 179 military employees to assess perceived image and identity dimensions. Results indicate that instrumental and symbolic image dimensions drive applicant attraction, while symbolic identity best predicts employee identification and employees value outsiders’ assessments of the Army.

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.