A Cross-case Study: The Organizational Identification of Millennials in Strong Identity Organizations

Abstract

A strong corporate identity can only be achieved when it’s properly aligned with the employees, but little is currently known about when millennials identify with corporate identity and what role identity regulation attempts play in the organizational identification of millennials. A cross-case study design with six purposefully selected millennials was conducted involving semi-structured interviews and observations of the organization’s website, the meeting room and the office space. The within- and cross-case analysis derived two main themes that indicate that the organizational identification of millennials is strengthened when a) the corporate values are aligned with their personal values and b) the millennials’ experienced positive associations after they capitalized the corporate identity, especially at consultancies. Furthermore, possible identity regulation attempts seem to have a secondary role in relation to the organizational identification of millennials. These findings can offer organizations the opportunity to improve alignment between the corporate identity and millennials in order to be prepared for the generation of employees that is currently entering the labour market. Also, millennials can assess the values of a strong identity organization and the external image when applying for a job to develop insight in a potential fit.A strong corporate identity can only be achieved when it’s properly aligned with the employees, but little is currently known about when millennials identify with corporate identity and what role identity regulation attempts play in the organizational identification of millennials. A cross-case study design with six purposefully selected millennials was conducted involving semi-structured interviews and observations of the organization’s website, the meeting room and the office space. The within- and cross-case analysis derived two main themes that indicate that the organizational identification of millennials is strengthened when a) the corporate values are aligned with their personal values and b) the millennials’ experienced positive associations after they capitalized the corporate identity, especially at consultancies. Furthermore, possible identity regulation attempts seem to have a secondary role in relation to the organizational identification of millennials. These findings can offer organizations the opportunity to improve alignment between the corporate identity and millennials in order to be prepared for the generation of employees that is currently entering the labour market. Also, millennials can assess the values of a strong identity organization and the external image when applying for a job to develop insight in a potential fit.