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1. Organizational
Identity and
Diversity
Adnan Ahmad - MSII

2. Organization
An organization is a group of people who work together, like
a neighborhood association, a charity, a union, or a
corporation.
Organization refers to a collection of people, who are
involved in pursuing defined objectives. It can be understood
as a social system which comprises all formal human
relationships. The organization encompasses division of
work among employees and alignment of tasks towards the
ultimate goal of the company.
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3. Approach to Organizations
What is identity
• Functionalist:
• Identity is one of the attributes that an organization “has” and may be managed to
improve organizational performance
• Interpretive: Identity is an emergent phenomenon that arises from the social and
communicative interactions between organization members Henri Fayol’s Theory
of Classical Management
• Critical: Identity is a tool that management can manipulate to universalize its
interests (i.e., equate “company interests” with managerial interests)
• Postmodern: Identity is a modern conceit; an organization does not have a
unique “self” for its intentions are conditioned by larger historical discourses; if
anything, organizations are fragmented into multiple identities
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4. The Concept of Organizational
Identity
• Organizational identity , a concept that originated in 1985 with Stuart Albert
and David Whetten. They defined organizational identity as a tripartite
combination of “the central character of an organization” (e.g., its values,
practices, services, products, structure, ownership), the distinctive qualities
that it claims to possess, and the enduring manifestation of its identity over
time.Albert, S. A, & Whetten, D. A. (1985).
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5. Social identity theory
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Proposed by Henri Tajfel and John Turner, social identity
theory (SIT) holds that one’s self-concept combines a
“personal identity” based on individual traits with a “social
identity” based on group classifications.
Pratt & RafaeliPratt, M. G., & Rafaeli, :Organization members
manage multiple identities; for example, their identities as
members of a specific organization and their identities as
members of their professional community.
Cheney & ChristensenCheney & Christensen,2001: An
organization’s internal and external communication is linked
through its identity. How an organization sees itself and
believes others see it will affect corporate issue management.

6. • Culture: culture as emerging from members’ symbolic constructions
to form unconsciously accepted assumptions and meanings that
shape everyday organizational life.
• Organizational image: Image is the perspective held by external
stakeholders who view the organization as “other” to themselves
and interpret the organization based not only on the organization
itself but on multiple sources.
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Hatch and Shultz:

7. Distinguish among Image and
Identity
To distinguish organizational image from organizational
identity, Hatch and Schultz defined image as a
perspective held by external stakeholders who view the
organization as “other” to themselves and interpret the
organization based not only on the organization itself
but on multiple sources.

8. Communicating Organizational
Identity
Organizational identity is projected to external audiences
through various means of communication.
Advertising is “the use of controlled media (media in which
one pays for the privilege of dictating message content,
placement, and frequency) in an attempt to influence the
actions of targeted publics.”
Marketing is “the process of researching, creating, refining,
and promoting a product or service to targeted consumers.”
Public relations is “the management of relationships
between an organization and its publics.
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9. 4/5/2022 ORGANIZATIONAL COMMUNICATION 9
Diversity and the Organization
Diversity in the workplace means that there is an array of differences
among employees such as race, ethnicity, gender, age, religion and
education. Over the past few decades, increasing diversity within various
business industries has become more common. It continues to be an
important factor in many company cultures and values.

10. Types of Diversity
There are a lot of factors that can play into diversity—some things are visible on the
outside, but others are just a part of the way people were born. These distinctions are
the grounds for how the four categories of diversity were created,
1 Internal Diversity
Internal diversity characteristics are ones related to situations that a person is born into.
They are things that a person didn’t choose for themselves and are impossible for
anyone to change.
Here are some examples of internal diversity:
Race
Ethnicity
Age
National origin
Sexual orientation
Cultural identity
Assigned sex
Gender identity
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11. 2 External Diversity
In the context of diversity, the term external is used to describe things that are related to
a person but aren’t characteristics that a person was born with. While external diversity
can be heavily influenced by other people and their surroundings, even forcibly so, they
ultimately are aspects that a person can change and often do over time.
Some examples of external diversity include:
Personal interests
Education
Appearance
Citizenship
Religious beliefs
Location
Familial status
Relationship status
Socioeconomic status
Life experiences

12. Organizational Diversity
Organizational diversity, also called functional diversity, relates to the differences between
people that are assigned to them by an organization—essentially, these are the
characteristics within a workplace that distinguish one employee from another.
Regardless of your position or the pay you receive, any form of work that you do may help
solidify your belonging to an organization. Whether you’re working for a private, nonprofit,
public sector, or governmental organization, and even if you do volunteer work for free, you
are a part of an organized group. This could be as small as a group of two or anything higher,
as long as it’s more than one independent person, that constitutes an organization.
However, there are different subsets within organizational diversity, which include:
Job function
Place of work
Management status
Employment status
Pay type
Seniority
Union affiliation
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13. Benefit of
Diversity
Diversity in the workplace brings many benefits to a
company as a whole. It’s known to create a
competitive advantage for businesses, meaning it
allows them to differentiate themselves from their
competitors. Many companies desire employees who
have different backgrounds and experiences. Here
are four amazing benefits and reasons why you
should consider implementing or enhancing
employee diversity.

14. • Employees from diverse backgrounds imbue organizations with
creative new ideas and perspectives informed by their cultural
experiences
• A diverse workplace will help organizations better understand target
demographics and what moves them
• A diverse workplace can better align an organization’s culture with the
demographic make-up of America
• Increased customer satisfaction by improving how employees interact
with a more diverse clientele and public
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15. Thank you
Adnan Ahmad
500-FSS/MSMC/F21