A Communicative Identity : A qualitative study of an organisation´s creation and communication of their identity

Both as leader and employee you need a perception of the organisational identity. The purpose of this thesis is to identify leaders’ perception of using communication to develop and implement the organisational identity with the employees and also to identify how the internal work with the organisational identity can contribute in making the employees good ambassadors for the organisation. Data has been gathered through qualitative interviews with four leaders at a future large organisation. By connecting and analysing the empirical findings with relevant theories we came to the conclusion that the leaders’ percept the communication as vital and that they consider creating the foundation of the organisational identity as their responsibility. They value co-creation and an open communication with the employees. We make the conclusion that ongoing communication is essential for including employees in the development of the organisational identity and in making these good ambassadors.