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Rotterdam School of Management

Organisational Identity

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Managing employees’ perceptions and behaviours is considered one of the main managerial challenges as organisations go to great lengths to understand what drives their employees and how to influence this. Organisational Identity is about “who we are” or “who we want to be” as an organisation. It instigates teamwork and collective action, stimulates loyalty and commitment from employees, strengthens organizational identification and is fundamental in realising sustainable organisational change.

With this Master Class we zoom in on the concept of Organisational Identity, its theoretical underpinnings, related concepts and practical implications. It shows why organisations should pay attention to their organisational identity, and how it can be effectively applied to different stakeholders.

The core issues in this Master Class are:

  • What is organisational identity and why does it matter?;
  • Its related concepts of perceived and projected identity, image and identification;
  • Strengthening employees’ identification with their organisation through the organisational identity;
  • Identity gaps: the impact of incongruences between the different concepts;
  • Organisational identity: construction, continuity and change;
  • Identity expressions: development of a corporate story.


This Master Class will cover the latest insights and development on the subject of Organisational Identity.

Day 1

On the first day of the course, Dr. Mirdita Elstak will explain the organisational identity landscape (mind the gaps!) and elaborate on construction, continuity and change of what an organisation is and how it becomes what it wants to be.

Day 2

This day, at first, we will look at organisational identity from an interesting perspective, when Daphne van Roosendaal, Communications Director at the Diocese of Breda and Rotterdam will talk about the identity of the Catholic Church. In the afternoon, Professor Joep Cornelissen of the University of Amsterdam will enlighten you with his newest research in identity focusing specifically on how to use metaphors in understanding organisational identities.

Day 3

On the last day you will be familiarised with what an excellent corporate story looks like and how to successfully develop a corporate story for your own organisation. This is done by Ashraf Ramzy, co-founder and CEO of Narrativity, Corporate Story Consultancy.

Who should attend

The Master of Science Corporate Communication brings together a diverse group of accomplished, driven and open-minded professionals from Europe and beyond. Participants work in various communication positions, often in a managerial capacity, in governmental institutions, commercial companies, NGOs and consultancies. This diversity adds tremendous value to the programme, through the exchange of best practices, and the formation of friendship that last well beyond graduation.

Admission requirements:

  • Bachelor degree

  • A minimum of three years working experience

  • Good English skills

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