Corporate identity and identification: the case of the Eastern Cape Department of Social Development

• Main Author: Rantjie, Khuselwa
• Format: Others
• Language: English
• Published: Nelson Mandela Metropolitan University 2012
• Subjects: Corporate culture > South Africa > Eastern Cape; Personnel management > South Africa > Eastern Cape > Communication
• Online Access: http://hdl.handle.net/10948/8638

One of the key recommendations of the Communication Task Team Report which analysed the communication programme of government post 1994 was that of the introduction of a single corporate identity programme for government. It is against this background that various South African government departments (national and provincial) including the Eastern Cape Department of Social Development introduced their corporate identity programmes. Based on the Rotterdam Organisation Identification Test (ROIT) (van Riel et al., 1994), the paper analyses the levels to which employees identify with the corporate identity of the Department of Social Development. The ROIT scale identifies four variables that impact on employee identification which are; employee communication, job satisfaction, corporate culture and perceived organisational prestige.