Avoid changing organizational identity

Organizational identity is at the core of who the organization is. When going through change, avoid changing these core attributes. Identity is the organization’s Purpose–the fundamental reason why the organization exists–and its distinctive Philosophy–its enduring, guiding principles. When these few attributes change, employees will need to re-consider if the workplace is right for them. To clarify, identity changes are like changing the company. Employees will feel like it is a different place. And the effect will be greatest with loyal employees. These employees feel connected to that identity.

Clarify organizational identity if going through change

In a merger/acquisition, a corporate spin-off, or other major change, where the identity may change, be sure to handle this change with care. Any confusion that employees have about the Purpose or Philosophy of the organization will cause tension, uncertainty, and even fear. This is not good for an organization or its employees.

As soon as clarity can be provided–with a defined Purpose and Philosophy that employees understand–employees will be able to evaluate if the workplace is the right place for them. And, only then, will momentum be achieved to move forward. Likewise, if the company is not going to change the identity, then leaders should communicate this information as quickly as possible. Ambiguity in organizational identity is destructive to an organization.